"Recent friendly overtures aside, India does not always see eye to eye with China. But when it comes to the battle for eyeballs, the country's entertainment industry has taken a leaf out of the Chinese playbook. Micro-dramas, or 90 seconds to two-minute videos, loaded with hooks and wild plots, surpassed box office collections in China last year, building a near $7 billion industry, and the Chinese trend has made its way into India."
"This won't be the first time a Chinese content format has gained traction in its neighboring country. ByteDance's TikTok had seen soaring popularity in India, with millions in the country hooked to its short-video format, before the app was banned in 2020. Within weeks of the ban, Meta's Instagram launched Reels in India and is now a leading platform for user-generated, short-format content in the country. As popular Chinese apps are still banned in India, streaming platforms, local production houses and short-video apps backed by private equity and venture capital firms view micro dramas as the next wave of content that drives user engagement. They are pulling up their socks and investing in building bite-sized serialized content libraries, not to be left behind in the race to master this new video format."
Micro-dramas—90-second to two-minute videos with strong hooks and dramatic plots—emerged as a major content format in China, generating nearly $7 billion and surpassing box office revenues. The short-format trend has migrated to India after the TikTok ban, with platforms like Instagram Reels, ShareChat, Moj and new services such as QuickTV competing to build serialized, bite-sized content libraries. Streaming platforms, local production houses, and short-video apps backed by private equity and venture capital are increasing investment to capture attention and drive user engagement across regional and national audiences.
Read at www.cnbc.com
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