Streaming platforms tap micro dramas, creator-led content to lure audiences

ALTT, Zee, Kuku TV eye mobile-first viewers with vertical video content segment

Streaming platforms are creating separate subsections to offer micro dramas and are also exploring content made by influencers and creators to attract more viewers, compete with social media platforms, and expand their monetisation streams.

 

This comes at a time when the industry is witnessing a rise in mobile-first audiences, largely driven by short-format content.

 

In May, Balaji Telefilms’ streaming platform ALTT added Kutingg, while Zee Entertainment Enterprises in June announced a strategic equity partnership with Bullet, a new-age content and technology startup, to offer micro dramas to its audiences.

 

In October, Kuku TV was launched as a micro-drama platform by