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Economic Times
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India’s big bet on micro drama: Startups, investors eye a new content race
- Micro dramas of 1-2 minutes with cliffhangers are gaining popularity in India's entertainment industry, inspired by Chinese success stories.
- Startups like Flick TV, Eloelo, Kuku FM, and more, along with digital giants like Amazon and ShareChat, are catering to the demand for micro-dramas.
- ShareChat mentioned that 1.5 crore users consumed drama shorts on platforms like Quick TV and Moj in recent months.
- Flick TV secured $2.3 million, ReelSaga raised $2.1 million, and Chai Shots is in talks for $5 million funding.
- Micro-dramas blend short videos with emotional engagement and structured narratives targeting mobile-first audiences.
- Amazon's MX Fatafat and Zee Entertainment's partnership with Bullet highlight the growing focus on micro-dramas.
- Monetization challenges persist as firms explore pay-per-episode, subscriptions, and ad-based revenue models for micro-dramas.
- Companies are increasingly using generative AI for content creation, reducing production costs significantly.
- Long-term engagement, content fatigue, and monetization sustainability are still concerns for the micro-drama sector in India.
- Despite the promising start, scalability into a sustainable business model remains uncertain for micro-dramas.
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