JioHotstar uses IPL traffic to launch 100-plus micro-dramas
JioHotstar has launched "Tadka," a new micro-drama segment integrated within its main app, featuring over 100 short-format shows. The launch is timed with the Indian Premier League (IPL) to enhance user retention and increase time spent on the platform through short-form content. This initiative also aims to facilitate deeper brand integration within storylines and deliver targeted advertising experiences.
Key Takeaways
- Tadka went live on April 3 and launched with more than 100 short-format shows.
- The feature sits inside the main JioHotstar app, letting users move between short-form and long-form content without leaving the platform.
- JioHotstar timed the rollout to the Indian Premier League to capture high mobile traffic and use live cricket for user acquisition.
- Industry sources said the company is building the micro-drama layer for deeper brand integration and more targeted ad experiences.
- Tadka spans romance, action, thriller, relationship drama, and sports drama, with stories aimed at younger users and everyday Indian experiences.
Why It Matters
JioHotstar is treating micro-drama as a product layer, not a standalone experiment: Tadka sits inside the main app, starts with 100-plus shows, and is tied to IPL traffic, retention, and ad monetisation. That matters because OTT-led micro-shows offer a more controlled environment than feed-based short video, with structured storytelling and clearer ad placements. The company’s earlier ChatGPT-powered voice and text discovery tool shows the same pattern: use platform features to keep users inside the app. Watch for how much of Tadka’s activity turns into branded inventory and whether JioHotstar extends the format beyond the IPL window.
Read full article at medianama.com
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source