Kuku bets on ‘fourth wave’ as audiences shift to bite-sized content

Bengaluru-based Kuku, operated by Mebigo Labs, is betting on a structural shift in content consumption towards short-duration, mobile-first formats, as users increasingly move away from long-form viewing to shorter, episodic experiences.

Founder Lal Chand Bisu described this transition as the “fourth wave” of content, following films, television and OTT, driven by evolving user behaviour on mobile devices.

“On mobile, you consume content in slots of 5 to 25 minutes,” Bisu said, adding that users are no longer willing to commit hours to a single piece of content.