NEW DELHI: India’s interactive media market has expanded rapidly, with microdramas emerging as a $300 million segment within a year, a report said on Monday.
The report by Lumikai noted that a year ago microdramas were virtually non-existent as a category, but have since gained traction among mobile-first users seeking interactive and personalised content formats.
It is also estimated that India’s interactive media economy is at $13.8 billion, growing at 17 per cent year-on-year across video, social media, gaming, animation/VFX and audio, driven by a base of 877 million smartphone users.
"Microdramas crossed $300 million in their first year, signalling a fundamental shift toward mobile-native, interactive formats, " said Salone Sehgal, Founder and Managing Partner, Lumikai.
"The next phase of media evolution, powered by interactive formats and AI, is now underway in India, " she added.