On a humid morning in Mumbai, actor Amit Pachori filmed a micro-drama episode amid a simulated militant attack, highlighting the rise of bite-sized, AI-assisted shows designed for smartphones. These one- to three-minute episodes, often exceeding 50 instalments, rely on cliffhangers to retain viewers. Micro-dramas have become a vital income source for actors, technicians, and producers as Bollywood struggles with shifting audience habits.

In India, viewers spend about 30 minutes daily on such content, per a Meta and Ormax Media survey. Revenues reached approximately $300 million last year and are projected to hit $4.5 billion by 2030, according to Lumikai. The format thrives due to India’s 800 million smartphone users, affordable data, and young population.

Major players like Jio Star (owned by Mukesh Ambani), Zee Entertainment, and Balaji Telefilms are entering the space, alongside pioneers like Kuku TV and Story TV, whose slogan is “Snackable Stories That Get You Hooked”. Salone Sehgal of Lumikai notes attention has shifted decisively to mobile, with audiences favouring instantly available content over traditional TV.