JioHotstar's Tadka Microdrama Platform Crosses 100 Million Users in India
By
Naman Ramachandran
A second-rack bagel that's nearly first-rack. Tasty stuff.
Summary
JioHotstar's microdrama platform Tadka has reached 100 million users in India, marking the mainstream adoption of premium short-form content. Since launch, daily watch time per viewer has grown fivefold. Over 42% of viewership comes from users under 24, while metro and Tier 2 city viewers each contribute nearly 40% of total watch time, indicating strong demand for mobile-first storytelling across diverse Indian audiences.
Key quotes
· 3 pulledTadka, the microdrama platform within leading Indian streamer JioHotstar, has crossed 100 million users, establishing premium short-form content as a mainstream entertainment category in India.
Since launch, daily watch time per viewer on Tadka has grown fivefold, reflecting sustained engagement with the format.
More than 42% of the service's viewership comes from audiences under 24, while metro and Tier 2 city viewers each account for nearly 40% of total watch time.
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