JioHotstar is stepping into short-form content with TADKA, and the move feels more like a response to changing habits than just another launch.
OTT in India isn’t just about binge-watching anymore. While big titles like the Indian Premier League, Criminal Justice: A Family Matter or Game of Thrones still draw audiences, a lot of everyday viewing now happens in short bursts—during commutes, breaks, or while scrolling.
TADKA is built for exactly that. Episodes run between 60 seconds and two minutes, are made for vertical viewing, and release daily to keep users coming back. The fact that it’s free also makes it easier to scale quickly.
JioHotstar already has 100 original titles live and plans to take that number to 1,000 within a year, showing clear intent to lead this space.
The opportunity is growing fast. As per Lumikai, India’s micro-drama market crossed $300 million in 2025 and could reach $1.5 billion by 2026. Short-form content already accounts for a large chunk of streaming time, signalling a real shift in behaviour.
TADKA is also pushing content production beyond metros, with shoots happening in cities like Lucknow and Indore, opening up space for regional creators.
Overall, this isn’t just about shorter videos—it’s about adapting to how people actually consume content today.
