Vodafone Idea (Vi) has announced its entry into the microdrama segment through its content aggregation platform, Vi Movies & TV, catering to the growing demand for mobile-first, short-form serialised content.

As part of this initiative, microdramas will be introduced on the platform in partnership with the Bullet Microdrama App, marking their debut on Vi Movies & TV. Users can access the content directly through the Vi Movies & TV app.

Microdramas are witnessing rapid growth among India’s smartphone-first audiences. According to industry reports, India accounted for 11% of global downloads of microdrama platforms in the first quarter of 2025, with total downloads reaching 35 million.

The segment is expected to see significant expansion, with the Indian microdrama market projected to reach $1.5 billion by 2026 and grow further to $4.5 billion by 2030. This growth is likely to be driven by increasing adoption in Tier II and Tier III markets, rising consumption among younger audiences, and evolving viewing habits.

The format has also shown strong engagement levels, with average daily watch time ranging between 40 and 90 minutes and completion rates exceeding 90%.

The launch further strengthens Vi’s focus on expanding its free content offerings. Through Vi Movies & TV, users can access a mix of free and premium content from over 20 OTT platforms, including JioHotstar, SonyLIV, ZEE5, and Amazon MX Player, along with more than 400 live TV channels on a single platform.

The microdrama catalogue will feature a multilingual mix of content across genres such as romance, drama, thriller, and comedy. Titles include Rickshaw Romeo (Hindi and English), AutoRaja (Telugu, Kannada, Hindi and English), Lady Boss (Tamil, Telugu, Malayalam and English), Comedy Couple (Hindi), and Sweet 16 (Bengali), among others, catering to diverse regional audiences.

With this move, Vi aims to strengthen its position as a content aggregator by offering a wide range of entertainment formats on a single platform, aligned with evolving consumer preferences.