Vodafone Idea (Vi) today announced its foray into the fast-growing microdrama category through its content platform Vi Movies & TV, in partnership with the Bullet Microdrama App. As part of this initiative, microdrama content will be offered free of cost, reinforcing the company’s focus on strengthening its free content portfolio.
The launch comes amid strong growth in mobile-first, short-format content consumption in India. Industry reports indicate that India accounted for 11% of global microdrama platform downloads in Q1 2025, reaching 35 million installs. The market is projected to expand to $1.5 billion by 2026 and $4.5 billion by 2030, driven by rising adoption in Tier II and Tier III markets, increasing smartphone penetration, and evolving viewer preferences. Engagement levels remain high, with daily watch times of 40–90 minutes and completion rates exceeding 90%.
Through Vi Movies & TV, users can access content from over 20 OTT platforms including JioHotstar, SonyLIV, ZEE5 and Amazon MX Player, along with 400+ live TV channels. The microdrama catalogue features multilingual titles such as Rickshaw Romeo, AutoRaja, Lady Boss, Comedy Couple, and Sweet 16, spanning genres like romance, drama, thriller, and comedy.
