New Delhi, Sept. 16 -- Video-streaming platforms that have churned out shows with episodes of about an hour each are increasingly relooking at content duration, thanks to the surging popularity of microdramas and the reducing attention span of audiences.

Studio executives and content makers said streaming services have begun to test shorter episode formats with quicker production timelines and lower financial risk. For original films, the change is less visible but digital-first movies could fall in the 90-to-100-minute range.

"The rise of microdramas is encouraging OTT platforms to experiment with content duration, though it is still early days in India. Traditional shows run for 40-50 minutes but platforms have started to test 15-25-m...