In a move to tap into the growing demand for short-form content, Vi Movies & TV has announced its entry into the microdrama segment through a partnership with Bullet Microdrama. The microdramas will be available on the Vi Movies & TV app, marking the platform’s first foray into the category.
The expansion comes amid a surge in popularity of microdramas among India’s smartphone-first users. Industry data indicates that India accounted for 11% of global microdrama app downloads in Q1 2025, reaching 35 million downloads. The segment is projected to grow significantly, with the market expected to reach $1.5 billion by 2026 and $4.5 billion by 2030, driven by increasing adoption in Tier II and Tier III markets, younger audiences, and evolving content consumption habits.
Microdramas are typically short, serialised formats designed for mobile viewing, with daily watch times ranging between 40 to 90 minutes and completion rates exceeding 90%, reflecting strong user engagement.
The launch also aligns with Vi’s strategy to strengthen its free content offerings. Vi users on Vi Movies & TV can access a combination of free and premium content from more than 20 OTT platforms, including JioHotstar, SonyLIV, ZEE5 and Amazon MX Player, along with over 400 live TV channels on a single platform.
The newly introduced microdrama catalogue will feature a multilingual mix of titles across genres such as romance, drama, thriller and comedy. The initial line-up includes shows like Rickshaw Romeo, AutoRaja, Lady Boss, Comedy Couple and Sweet 16, aimed at catering to diverse regional audiences.
With this addition, Vi Movies & TV continues to strengthen its position as a content aggregator, offering a wider range of entertainment formats while aligning with changing consumer preferences in India’s rapidly evolving digital ecosystem.
