Bengaluru, June 13 -- In a major milestone for India's evolving digital entertainment landscape, TADKA on JioHotstar has surpassed 100 million users, signaling the mainstream rise of premium micro-content as a distinct entertainment category within the country's streaming ecosystem.
The platform's performance reflects a broader shift in audience behaviour, with viewers increasingly embracing mobile-native, short-format storytelling alongside traditional long-form content. Since its launch, TADKA has recorded a five-fold increase in daily watch time per viewer, indicating not just rapid adoption but also sustained engagement across diverse user segments.
Audience trends underline the format's wide appeal. More than 42 per cent of TADKA's u...