JioHotstar’s Tadka hits 100 million users amid micro-drama growth
Tadka, the short micro-drama channel on JioHotstar, has reached 100 million users, reflecting the growing adoption of short-format content within India’s streaming landscape.
The milestone highlights changes in viewing behaviour, with audiences increasingly engaging with mobile-first, shorter-duration storytelling alongside traditional long-form formats. Since its launch, daily watch time per viewer on Tadka has increased fivefold, indicating rising engagement across different age groups and regions.
The platform’s audience profile shows that over 42% of viewers are under the age of 24. Viewers in metropolitan areas and Tier 2 cities each contribute close to 40% of overall watch time, suggesting relatively broad geographic engagement. These patterns indicate continued interest in short-form content designed for mobile consumption.
The growth of this format has also influenced production practices. Content creation is taking place across multiple cities, including Mumbai, Delhi, Lucknow, Indore, Hyderabad, Bengaluru and Chennai. This has contributed to a wider range of stories and perspectives, with production extending beyond traditional media hubs.
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Tadka features more than 100 original titles within the JioHotstar platform. Its content primarily consists of vertical, episodic videos lasting between 30 and 60 seconds, designed for consumption on mobile devices. The catalogue includes genres such as romance, drama, thrillers, comedy, sports and youth-focused stories, available in multiple languages including Hindi, Tamil and Telugu.
Commenting on the milestone, Ambuj Kashyap, Executive Vice President for Micro Content at JioStar, said, “Crossing 100 million users is not just a milestone for TADKA; it represents a larger inflection point in the evolution of streaming. Consumer behaviour is expanding beyond traditional viewing formats, creating new opportunities for storytelling to fit naturally into more moments throughout the day. What we are witnessing is the emergence of premium micro-content as a meaningful new entertainment category. The scale and engagement we have seen reinforce our belief that this format can unlock new creative possibilities, new audiences and new growth opportunities for the industry. We remain focused on building the category through compelling storytelling, product innovation and a rapidly evolving creator ecosystem.”
