The past few years have seen Indian audiences evolve faster than many expected. Viewers now seek authenticity over grandeur. They prefer narratives that feel closer to their lived realities.
Dr Samir Kapur
India’s entertainment landscape is at a significant inflection point. After decades of dominance by large-screen productions and multi-episode OTT originals, a more subtle but potent transformation is underway — the rise of short- and mid-length dramas that reflect real lives, rea l emotions, and real India. These compact formats, often crafted by independent voices, are bridging the gap between cinema and social content — and in doing so, redefining what mainstream entertainment means.
The past few years have seen Indian audiences evolve faster than many expected. Viewers now seek authenticity over grandeur. They prefer narratives that feel closer to their lived realities — stories that operate in familiar idioms, feature relatable characters and unfold in settings they can identify with.
According to the latest reports, India has around 886 million active internet users (2024) and the average duration of internet usage is approximately 89 minutes per day. Meanwhile, the broader entertainment & media outlook projects the OTT segment in India to grow at a CAGR of about 14.9 % through 2028.
Short-form and mid-form video content are rising sharply. A recent study shows that 97 % of Indian consumers claim to watch short-form videos daily, compared to 83 % for television. A report further indicates that the short-form video market in India now engages close to 250 million monthly users.
In essence, the ‘what’ and ‘how long’ of content consumption are changing — shorter, sharper, more emotionally anchored formats are gaining traction.
This trend is not just about changing viewership habits; it signals a deeper democratization of creative production. Dramas, once largely the domain of television networks and big-budget studios, are now being produced by independent creators who blend cinematic craft with the spontaneity of digital culture.
One creator who exemplifies this is Tuktuki, whose body of work reflects how the format has evolved — grounded yet imaginative, emotionally layered yet sharply paced. Her creative journey mirrors a wider shift in India’s content ecosystem: from star-led high-gloss productions to authentic, character-driven storytelling. Her success demonstrates how compelling narratives, when told with honesty, can find loyal audiences across demographics and geographies.
The Female Voice at the Forefront
An important dimension of this new wave is the growing influence of women creators and protagonists. Many of the most successful digital dramas now feature women at the centre; not just as supporting characters but as drivers of plot, emotion and change. These stories explore ambition, identity, family and freedom with a level of nuance rarely seen before in Indian entertainment.
Combined with the accessibility of mobile and digital platforms, this feminine gaze is reshaping how audiences perceive the drama genre itself. What was once associated with melodrama or predictability is now emerging as a powerful tool of empathy — connecting creators and audiences through shared experiences rather than spectacle alone.
From an industry-economic perspective, the growth path is clear: according to PwC’s India Entertainment & Media Outlook, total revenues are expected to rise from around INR 38,000 crore in 2023 to roughly INR 45,000 crore by 2028. Internet advertising is expected to grow at about 15.6 % CAGR across the period.
Short-form video content is increasingly influencing not just viewing behaviour but purchase behaviour as well. Reports show that a large portion of Indian consumers (81 %) actively watch bite-sized content, and nearly half of those decide purchases based on short-form video consumption.
Together, these numbers point to an ecosystem where storytelling and commerce converge: creators can build meaningful engagement; platforms can distribute; advertisers and brands can participate. The success of creators like Tuktuki underlines the fact that the next disruption in entertainment will not be driven purely by technology or expensive visual effects but by stories that make audiences feel seen.
In essence, dramas have come full circle. Once a staple of Indian living rooms via TV serials, they are now the pulse of digital India re-imagined for the screen in our pockets. What makes this evolution remarkable is its inclusivity: mobile-first, regional languages, diverse creators, relatable themes. In an age of algorithms and data-driven production, it is creativity, culture and human connection that are leading the charge.
India’s next entertainment frontier, therefore, lies not in scale but in sincerity. And in that space, the modern drama and storytellers like Tuktuki who embody its spirit stand tall as both mirror and movement.
Dr Samir Kapur is an author, teacher and consultant with over three decades’ experience in strategy, media and communications.
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