iWorld
SonyLIV and PayPal announce a strategic partnership enabling a secure and frictionless payment experience for subscribers
MUMBAI: SonyLIV, India’s first premium video on demand (VOD) platform has partnered with PayPal, the global leader in digital payments to offer a convenient and safe payment experience for millions of SonyLIV users across the country. SonyLIV users can now pay via PayPal enabling them to discover quality content through a premium accelerated checkout experience.
PayPal will enable users to subscribe to SonyLIV’s premium content library spanning English shows, select originals, live sports, news and much more. In addition to the globally acclaimed drama series Power Season Finale, which recently went live on SonyLIV, other top-rated English titles like The Good Doctor, Power, Counterpart, A Discovery of Witches, LA’s Finest and Riviera season 1 and 2 form a part of the content repository.
Post its foray in the South market, the platform also announced the Tamil version of its popular show from the Sony Pictures Networks India stable ‘Crime Patrol’ with popular actor Ganesh Venkataraman. Toplined by originals like Bhajana Batch in Telugu and Gullak, Heartbreak Hotel, Holycross and 16 in Hindi, SonyLIV aims to bring customized offerings to its local audiences. With a slew of announcements slated to follow, a promising content line-up is sure to keep subscribers hooked on to SonyLIV.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
