TADKA, a micro-content platform on JioHotstar, has crossed the 100 million (10 crore) user mark, marking a milestone in India’s digital entertainment sector. This success has marked the emergence of premium micro-content as an independent and mainstream form of entertainment. This is seen as a great example of the growing popularity of short-form content and changing entertainment habits among mobile-first audiences.

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According to the company, TADKA has seen a five-fold increase in daily watchtime per viewer since its initial phase. This shows that this format is getting a consistent response from the audience. The growing impact of micro-content is being noted as the platform is adopted by audiences across age groups and across the country.

TADKA’s audience has a large share of youth. More than 42 percent of the total audience is below 24 years of age. Also the audience in metros and Tier-II cities are contributing about 40 percent of the watchtime each. This reflects the growing preference for premium, mobile-centric and fast-paced entertainment across the country.

The growing demand for micro-content is also changing the way content is created. Moving beyond the traditional entertainment hubs, large-scale filming is now underway in cities like Mumbai, Delhi, Lucknow, Indore, Hyderabad, Bangalore and Chennai. As a result, stories from different languages, cultures and regions are reaching audiences and creating a wider and more diverse creative ecosystem.

Launched on the JioHotstar platform, TADKA includes more than 100 original titles. The 30- to 60-second vertical and segmented stories are designed with mobile users in mind. This content is gaining popularity due to its storylines based on everyday emotions, relationships, ambitions and modern Indian lifestyle. Various genres like romance, drama, thriller, comedy, sports and youth-oriented stories are covered on this platform. The content is available in multiple languages ​​including Hindi, Tamil, Telugu.

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Commenting on the achievement, Ambuj Kashyap, Executive Vice President, Micro-Content, JioStar said, “The milestone of 100 million users is an important moment not just for TADKA, but for the entire streaming industry. Audience viewing habits are changing, creating new opportunities for storytelling that fits seamlessly into different moments of the day. Micro-content is now becoming an independent and influential form of entertainment.”

TADKA is an important part of JioHotstar’s comprehensive entertainment strategy. The platform is constantly evolving new experiences to suit changing consumer habits. Innovations such as interactive commerce, second-screen experiences and micro-content continue to strengthen the relationship between audiences and stories.

JioHotstar is currently considered one of the largest streaming platforms in the world with over 500 million monthly active users and a content library of over 3 lakh hours. The success of TADKA is expected to accelerate the new era of digital entertainment in India.