OTTs bet on microdramas to keep viewers glued to screens

Indian over-the-top (OTT) platforms are diversifying their content offerings not just to attract new audiences, but also to retain them in an increasingly competitive landscape.

As user attention spans shrink and viewer fatigue sets in due to content overload, platforms are adopting new content formats to keep audiences engaged. One of the most notable shifts is the anticipated rise of microdramas—bite-sized, mobile-first series that originated in China.

Industry executives note that these tightly packed narratives are designed for on-the-go consumption, aligning perfectly with India’s mobile-first audience. All major OTT platforms are now actively working on their microdrama strategies.

"Microdramas are a natural response to India’s mobile-first audience and evolving viewing habits," says Mautik Tolia, MD of Bodhitree Multimedia. "They offer instant connection and fit seamlessly into our daily lives."

Tolia views the format not as a passing trend but as a foundation for future storytelling, especially in a market defined by linguistic diversity and widespread smartphone use.

While microdramas represent a shift in form, Korean dramas are reshaping content preferences. Prime Video’s recent multi-year deal with CJ ENM highlights the growing demand for K-content in India. Platforms like Netflix already boast strong Korean content libraries, with global hits like Squid Game leading the way.

Amogh Dusad, Director and Head of Content at Amazon MX Player, said that OTT platforms must adapt to evolving audience preferences in a rapidly changing digital landscape. MX Player is placing big bets on Korean dramas, anime, and serialised microdramas through its upcoming ‘MX Fatafat’ initiative, which will feature short, two-minute episodes.

"By experimenting with a variety of genres and formats, we ensure our content reflects the global nature of today’s entertainment while remaining grounded in the tastes and preferences of the Indian audience. As we enter the next phase of growth, we’re also enhancing our library with a wide array of shows across genres," he said.

Meanwhile, Netflix is tapping into nostalgia to expand its viewer base. By adding iconic Indian TV shows like CID, global phenomena like WWE, and comedy programs such as The Great Indian Kapil Show, it is drawing in established fan communities.

“Indian digital and OTT platforms are leveraging Korean dramas and micro content due to their rising popularity, cost-effectiveness, and strong audience appeal,” said media analyst Rajesh Sethi. “K-dramas offer relatable themes, high production quality, and concise storytelling that resonates well with Indian viewers.”

He added that digital platforms benefit from affordable licensing costs, diverse content offerings, and increased viewer engagement—particularly among younger, mobile-first audiences.

For Netflix, content such as CID, The Kapil Sharma Show, and WWE serves to broaden its reach, particularly among audiences in Tier 2 and Tier 3 cities, Sethi said.

According to Media Partners Asia, video content investments are expected to grow from $6.7 billion in 2024 to $8.8 billion by 2028, with online video (excluding sports) accounting for a quarter of that spends.