Vi Movies & TV Enters Microdrama Segment, Partners Bullet App for Free Mobile-First Content
The entry into microdramas signals Vi’s intent to deepen user engagement and tap into evolving digital consumption trends
Microdramas - typically short, vertical-format episodes - are witnessing strong traction in India, particularly among younger users and audiences in Tier II and Tier III markets.
Mumbai: Vodafone Idea Limited’s content platform Vi Movies & TV has entered the fast-growing microdrama segment, launching short-format, mobile-first content through a partnership with the Bullet Microdrama App.
The offering will be available free of cost to users on the Vi Movies & TV app, marking the platform’s first step into the rapidly expanding category of short, serialised storytelling designed for smartphone audiences.
Microdramas – typically short, vertical-format episodes – are witnessing strong traction in India, particularly among younger users and audiences in Tier II and Tier III markets. Industry estimates indicate that India accounted for 11 percent of global downloads of microdrama platforms in Q1 2025, reaching 35 million downloads.
The market is projected to grow sharply, with estimates suggesting it could reach $1.5 billion by 2026 and expand further to $4.5 billion by 2030, driven by changing content consumption patterns and increasing smartphone penetration.
Vi Movies & TV said the new content category will feature multilingual titles across genres such as romance, thriller, comedy and drama. The initial lineup includes titles such as Rickshaw Romeo, AutoRaja, Lady Boss, Comedy Couple and Sweet 16, catering to diverse regional audiences.
The move also strengthens Vi’s strategy of expanding its free content ecosystem. The platform currently aggregates content from over 20 OTT platforms including JioHotstar, SonyLIV, ZEE5 and Amazon MX Player, along with access to more than 400 live TV channels.
📱 Microdrama Boom in India
35 Million
Downloads (Q1 2025)
11% Global Share$1.5 Billion
Market Size (2026)
Rapid Growth Phase$4.5 Billion
Projected Market (2030)
3X Expansion40–90 mins
Daily Watch Time
90%+ Completion RateSource: Industry Estimates | Vi Movies & TV
Microdramas are emerging as a high-engagement format, with average daily watch time ranging between 40 and 90 minutes and completion rates exceeding 90 percent, reflecting strong user stickiness in short-form storytelling formats.
The entry into microdramas signals Vi’s intent to deepen user engagement and tap into evolving digital consumption trends, as telecom operators increasingly position themselves as content aggregation platforms beyond connectivity services.
