JioHotstar’s micro-content platform TADKA has crossed the milestone of 100 million users, marking a significant achievement for the fast-growing short-format entertainment category in India. The platform said daily watch time per viewer has increased fivefold since launch, reflecting strong engagement and growing acceptance of premium micro-content among audiences.

According to JioHotstar, TADKA has emerged as one of the fastest-growing content offerings on JioHotstar, with users increasingly embracing mobile-first, bite-sized storytelling alongside traditional long-form content consumption.

The company stated that more than 42 percent of TADKA’s audience comes from viewers below the age of 24, while metro cities and Tier-2 markets each contribute nearly 40 percent of the platform’s overall watch time. The trend highlights the increasing demand for short, premium entertainment designed for mobile viewing.

Launched within the JioHotstar ecosystem, TADKA currently features more than 100 original titles spanning genres such as romance, drama, comedy, thrillers, sports and youth-focused stories. The platform offers vertical-format episodic content ranging between 30 and 60 seconds and is available across multiple languages, including Hindi, Tamil and Telugu.

The growth of the platform has also contributed to expanding content production beyond traditional entertainment hubs. Productions are now being shot across cities such as Mumbai, Delhi, Lucknow, Indore, Hyderabad, Bengaluru and Chennai, creating opportunities for a wider pool of creators and storytellers.

Commenting on the milestone, Ambuj Kashyap, Executive Vice President for Micro Content at JioStar, said the achievement represents more than just a user milestone and signals an evolution in streaming consumption patterns. He noted that audiences are increasingly engaging with content in different formats throughout the day, creating opportunities for premium micro-content to emerge as a meaningful entertainment category.

Kashyap added that the scale and engagement witnessed by TADKA reinforces the company’s belief that the format can unlock new creative opportunities, attract new audiences and drive future growth for the entertainment industry.

The milestone comes as streaming platforms continue experimenting with new formats to cater to changing consumer habits. With strong adoption among younger audiences and rising engagement levels, TADKA’s growth indicates that short-form premium storytelling is becoming an increasingly important segment within India’s digital entertainment ecosystem.

JioHotstar said it will continue to invest in product innovation, creator partnerships and new storytelling formats as it seeks to further expand the category and enhance audience engagement across the platform.