JioHotstar’s TADKA crosses 100 million users as short-form premium content gains traction
Mumbai: JioHotstar’s short-form content offering TADKA has crossed 100 million users, signalling the growing mainstream adoption of premium micro-content in India as streaming platforms look to cater to mobile-first consumption habits.
The platform said daily watch time per viewer has increased fivefold since launch, indicating sustained engagement with short-format storytelling beyond initial trial. The growth comes as streaming companies increasingly experiment with formats designed for shorter attention spans and on-the-go viewing.
