India’s microdramas could soon play the consolidation script as retention trumps acquisition

Mumbai: India’s microdrama market is set for an overhaul, with the next phase of growth hinging on retention, engagement and sustainable monetisation rather than user acquisition, according to industry executives.

The category has already reached around 100 million users and more than 250 million app downloads. However, the count of active consumers paying for microdramas is far smaller, highlighting the gap between the headline user base and underlying engagement.