Vi Movies & TV, the content platform from Vodafone Idea, has entered the microdrama category through a partnership with Bullet Microdrama App. As part of the launch, microdrama content will be made available free of cost to users via the Vi Movies & TV app, marking the platform’s first offering in this emerging format.
The move aligns with the growing demand for mobile-first, short-form serialised content, particularly among younger and smartphone-centric audiences. Microdramas have seen significant traction in India, which accounted for 11% of global downloads of such platforms in Q1 2025, reaching 35 million. The segment is projected to grow to $1.5 billion by 2026 and further to $4.5 billion by 2030, driven by increasing adoption in Tier II and Tier III markets and shifting consumption patterns.
Microdramas offer strong marketing potential, with daily watch time ranging between 40–90 minutes and completion rates exceeding 90%. This indicates high user retention and opens opportunities for brands and platforms to integrate storytelling, advertising and content discovery within shorter formats.
The integration of microdramas also strengthens Vi’s proposition as a content aggregator, enabling users to access diverse entertainment formats through a single platform. Vi Movies & TV currently offers content from over 20 OTT platforms, including JioHotstar, SonyLIV, ZEE5 and Amazon MX Player, alongside more than 400 live TV channels. This aggregation model reduces the need for multiple subscriptions while enhancing content accessibility and convenience.
The microdrama catalogue will feature a multilingual slate across genres such as romance, drama, thriller and comedy. Titles include ‘Rickshaw Romeo’ (Hindi & English), ‘AutoRaja’ (Telugu, Kannada, Hindi & English), ‘Lady Boss’ (Tamil, Telugu, Malayalam & English), ‘Comedy Couple’ (Hindi) and ‘Sweet 16’ (Bengali), reflecting a regional and language-diverse content strategy.
The launch underscores Vi’s focus on expanding its free content portfolio to drive user acquisition and engagement. By introducing high-consumption, short-format content, the platform aims to increase time spent and strengthen its positioning among digital-first consumers. The inclusion of microdramas also creates new opportunities for contextual advertising and branded integrations within episodic storytelling formats.
The partnership with Bullet Microdrama App highlights a collaborative approach to content distribution, where specialised platforms contribute to a broader ecosystem. This enables Vi to remain aligned with evolving audience preferences while enhancing its content mix with emerging formats.
Overall, the foray into microdramas reflects a strategic shift towards formats that combine entertainment, accessibility and engagement, positioning Vi Movies & TV to capture a growing share of the short-form content market in India.
