Vodafone Idea (Vi) has entered the rapidly expanding microdrama segment, launching short-format serialised content on its Vi Movies & TV platform in partnership with the Bullet Microdrama App. The offering, available free of cost, signals Vi’s strategic push to strengthen its digital content ecosystem and capture rising demand for mobile-first entertainment. Market data indicates strong momentum in the microdrama segment, with India contributing 11% of global downloads in Q1 2025, reaching 35 million installs. The category is projected to grow to $1.5 billion by 2026 and $4.5 billion by 2030, driven by increased adoption in Tier II and Tier III markets, younger audiences, and evolving consumption patterns. High engagement levels, with daily watch times of 40–90 minutes and completion rates above 90%, underline its monetisation potential.
Vi Movies & TV continues to consolidate its position as a content aggregator, offering access to 20+ OTT platforms such as JioHotstar, SonyLIV, ZEE5 and Amazon MX Player, alongside 400+ live TV channels. The new microdrama catalogue includes multilingual titles like Rickshaw Romeo, AutoRaja, Lady Boss, Comedy Couple, and Sweet 16, spanning key entertainment genres.
In Siliguri, the development is expected to enhance digital content consumption across North Bengal and gateway regions to the Northeast. With increasing smartphone penetration and data accessibility, Siliguri’s emerging urban and semi-urban user base is likely to respond positively to free, short-format content, positioning it as a key growth node for Vi’s expanding digital strategy.
