Telecom operator Vodafone Idea (Vi) has announced its entry into the fast-growing microdrama segment through its content platform Vi Movies & TV, offering content from Bullet Microdrama App free of cost. The move targets rising demand for mobile-first, short-format serialised content among India’s smartphone users. Microdramas, which are gaining traction rapidly, saw India account for 11% of global downloads in Q1 2025, touching 35 million installs. Industry estimates project the market to grow to $1.5 billion by 2026 and $4.5 billion by 2030, driven by increasing consumption in Tier II and III markets and younger audiences. Daily watch time ranges between 40 and 90 minutes, with completion rates exceeding 90%, indicating strong engagement.
The partnership enables users to access microdramas directly via Vi Movies & TV, which already aggregates content from over 20 OTT platforms, including JioHotstar, SonyLIV, ZEE5 and Amazon MX Player, alongside 400+ live TV channels. The microdrama library will feature multilingual titles such as Rickshaw Romeo, AutoRaja, Lady Boss, Comedy Couple, and Sweet 16, spanning genres like romance, thriller, and comedy.