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.Launched within JioHotstar, TADKA features vertical, episodic content ranging between 30 and 60 seconds and spans genres including romance, drama, thrillers, comedy, sports and youth-led programming. The platform currently hosts more than 100 original titles across languages including Hindi, Tamil and Telugu.The audience skew points to strong traction among younger viewers. According to the company, over 42% of TADKA’s audience is below the age of 24, while metros and Tier 2 cities each contribute nearly 40% of overall watch time, underscoring broad-based consumption across urban and emerging markets.The rise of micro-content is also reshaping content creation patterns, with production increasingly expanding beyond traditional entertainment hubs. JioHotstar said creators and production teams are filming across cities such as Mumbai, Delhi, Lucknow, Indore, Hyderabad, Bengaluru and Chennai, broadening the diversity of stories and talent pipelines.“Crossing 100 million users is not just a milestone for TADKA; it represents a larger inflection point in the evolution of streaming,” said Ambuj Kashyap, executive vice president for micro content at JioStar.He said consumer behaviour is evolving beyond traditional viewing formats, opening opportunities for storytelling to fit into more moments across the day. “The scale and engagement we have seen reinforce our belief that this format can unlock new creative possibilities, new audiences and new growth opportunities for the industry,” Kashyap added.The milestone comes as streaming platforms intensify efforts to deepen engagement through differentiated formats and product-led experiences. JioHotstar, which claims 500 million monthly active users globally and offers over 300,000 hours of content across 19 languages, has been expanding interactive and mobile-first experiences to drive audience stickiness.