{"id":1013955,"date":"2026-06-12T08:44:09","date_gmt":"2026-06-12T03:14:09","guid":{"rendered":"https:\/\/telecomlive.in\/web\/?p=1013955"},"modified":"2026-06-12T09:04:21","modified_gmt":"2026-06-12T03:34:21","slug":"jiohotstars-tadka-crosses-100-million-users-as-short-form-premium-content-gains-traction","status":"publish","type":"post","link":"https:\/\/telecomlive.in\/web\/2026\/06\/12\/jiohotstars-tadka-crosses-100-million-users-as-short-form-premium-content-gains-traction\/","title":{"rendered":"JioHotstar\u2019s TADKA crosses 100 million users as short-form premium content gains traction"},"content":{"rendered":"<p>Mumbai: JioHotstar\u2019s 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. <\/p>\n<p>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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mumbai: JioHotstar\u2019s 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.<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58,4,10],"tags":[],"class_list":["post-1013955","post","type-post","status-publish","format-standard","hentry","category-broadcasting-the-economic-times","category-newspapers","category-the-economic-times"],"acf":[],"_links":{"self":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1013955","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/comments?post=1013955"}],"version-history":[{"count":1,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1013955\/revisions"}],"predecessor-version":[{"id":1013980,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1013955\/revisions\/1013980"}],"wp:attachment":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/media?parent=1013955"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/categories?post=1013955"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/tags?post=1013955"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}