Microdrama platform Story TV has expanded its content offering with the launch of Story TV Dailies, a new format aimed at bringing the long-running television serial experience to mobile users through daily episodic releases in a vertical video format. The initiative marks a significant step for the platform as it looks to tap into India’s vast audience of television serial viewers who are increasingly consuming content on smartphones.

The new format introduces serialized storytelling without a defined ending, mirroring the structure of traditional TV soap operas while adapting it for a smartphone-first audience. The company believes the format can appeal to more than 500 million viewers, particularly those who regularly watch General Entertainment Channel (GEC) content and are now shifting towards mobile-based entertainment consumption.

Story TV, which claims to have crossed 9 crore downloads and hosts more than 1,500 titles, is targeting India’s nearly 600 million smartphone users with the new offering. The company noted that while television continues to command significant viewership, consumer behaviour is increasingly moving toward on-demand mobile viewing, creating an opportunity for new storytelling formats that blend the familiarity of TV serials with the convenience of short-form digital content.

With Dailies, the platform aims to recreate the emotional depth, character development and long-form narratives typically associated with television serials. Unlike conventional OTT releases that often drop episodes weekly, Story TV Dailies will introduce fresh episodes every day, encouraging habitual content consumption and deeper audience engagement.

The company is also broadening its storytelling approach by introducing genres such as mythology, fantasy and mystery, categories that have traditionally seen limited representation in the microdrama space. Story TV said the new content slate has been designed to cater to growing demand for premium and serialized entertainment while maintaining the fast-paced storytelling style that defines microdramas.

The initial lineup under Story TV Dailies includes three original titles — ‘Jinn Ki Dulhan’, ‘Magic Pen Wala Hero’, and ‘Mast Maula Zindagi’. The platform plans to further expand the slate with additional genres and formats in the coming weeks.

Commenting on the launch, GSN Aditya, COO of Story TV, said smartphones have increasingly become the primary screen for entertainment consumption. He noted that Story TV Dailies represents the company’s effort to evolve microdramas from short-format storytelling into a daily entertainment ecosystem with unlimited narrative possibilities.

Aditya added that the format has been designed around how Indian audiences already consume content — in short intervals during breaks, commutes and leisure time. He emphasized that daily episode drops offer a more consistent engagement model compared to traditional OTT platforms, where viewers often wait several days or weeks for new episodes.

Story TV has also created a dedicated section within its app for Dailies, making it one of the first platforms to provide a dedicated home for serial-style microdramas. The company revealed that users currently spend an average of 90 minutes per day on the platform, positioning Dailies as a natural extension of existing viewing habits.

With mobile-first entertainment continuing to grow rapidly across India, Story TV’s latest move reflects the industry’s broader push to reimagine traditional television formats for a new generation of digital audiences.