India’s microdrama market is growing rapidly, with millions of viewers watching short, mobile-first stories. But can the format turn its growing audience into a sustainable business?
On this episode of The Media Room by Vanita Kohli-Khandekar speaks to Azim Lalani, Co-Founder and CBO of Bullet TV, and Keerat Grewal, Partner at Ormax Media Pvt. Ltd, about the rise of microdramas in India, changing viewing habits, AI-generated content and the challenge of monetisation.
India’s microdrama audience reportedly grew from 70 million in 2025 to 110 million in 2026. Yet, according to the Ormax data discussed in this episode, 72% of surveyed viewers had never paid for microdrama content.
As platforms experiment with new business models and AI-generated stories, the big question remains: Can microdramas become a sustainable entertainment business in India?
Chapters
(00:00) - Introduction to India’s Microdrama Market
(01:13) - India’s Microdrama Audience Hits 110 Million
(04:24) - Why Reels and Algorithms Drive Microdrama Growth
(06:53) - Bullet TV, Zee and AI-Generated Content
(10:33) - The Challenge of Monetising Microdramas
(17:45) - Can India’s Microdrama Market Become Profitable?
(25:41) - Why Viewers Watch but Don’t Pay
(31:00) - How AI Is Changing Microdrama Production
(36:54) - AI, Mythology and the Future of Indian Stories
(43:31) - When Will Microdramas Become Profitable?
(47:56) - Brand Integrations and AI-Powered Advertising
(50:55) - Can Microdramas Move Beyond Mobile Screens?
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