Vi has announced the addition of a Microdrama category to its content aggregator platform, Vi Movies & TV. Launched in partnership with the Bullet Microdrama App, the new offering is designed to address the increasing consumer demand for mobile-first, short-form serialized content.
Market Context and Growth Projections
The introduction of this category aligns with the growing consumption of microdramas among smartphone users in India. According to industry reports cited by the company, India accounted for 11% of global microdrama platform downloads in the first quarter of 2025, reaching a total of 35 million downloads.
Industry projections indicate significant expansion for the domestic microdrama market:
This market growth is expected to be driven by increasing adoption in Tier II and Tier III cities, engagement from younger demographics, and shifting media consumption habits. Current metrics for the category show average daily watch times ranging between 40 and 90 minutes, with series completion rates reportedly exceeding 90%.
Platform Integration and Content Portfolio
The addition of microdramas expands Vi Movies & TV’s existing content portfolio, with a specific focus on enhancing its free content offerings. The platform currently allows subscribers to access a mix of free and premium content from over 20 Over-The-Top (OTT) services through a single interface.
Partner platforms integrated into the Vi Movies & TV app include:
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JioHotstar
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SonyLIV
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ZEE5
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Amazon MX Player
In addition to these streaming services, the platform provides access to more than 400 live television channels, functioning as an aggregator to consolidate user subscriptions.
Initial Microdrama Catalog
The new microdrama catalog on Vi Movies & TV will feature multilingual content across several genres, including romance, drama, thriller, and comedy, catering to various regional preferences.
Initial Title Line-up:
| Title |
Available Languages |
| Rickshaw Romeo |
Hindi, English |
| AutoRaja |
Telugu, Kannada, Hindi, English |
| Lady Boss |
Tamil, Telugu, Malayalam, English |
| Comedy Couple |
Hindi |
| Sweet 16 |
Bengali |
Note: Access to the microdrama catalog is available directly through the Vi Movies & TV application via the Bullet Microdrama App integration.
Through this launch, Vi aims to consolidate its position as a digital content aggregator by diversifying the entertainment formats available on its platform and adapting to current consumer viewing trends.
