JioHotstar’s microdrama service Tadka surpassed 100 million users within two months of launch. This milestone reflects the rising popularity of premium, mobile-first short-form video in India.
Daily watch time per viewer has increased fivefold since the platform debuted. Tadka provides vertically-shot episodic stories lasting between 60 and 120 seconds.
The content spans romance, drama, and comedy genres. Over 42% of the platform's total audience is under the age of 24.
The service is a joint venture between Disney and Reliance Industries. This rapid growth validates the company's strategy to capture new segments of the Indian streaming market.