JioHotstar's short-form content platform, TADKA, has surpassed 100 million users, marking a new milestone for the platform's micro-content initiative, as per news reports.
The company also reported a fivefold increase in daily watch time per viewer since launch, reflecting continued engagement with its short-format programming.
TADKA features vertical episodic content with videos ranging from 30 to 60 seconds in length. The platform hosts more than 100 original titles spanning genres such as romance, drama, thrillers, comedy, sports and youth-focused programming.
The content library is available in multiple languages, including Hindi, Tamil and Telugu, catering to audiences across different regions.
According to the company, more than 42% of TADKA's users are below the age of 24. In terms of viewing patterns, metro cities account for nearly 40% of total watch time, while Tier 2 cities contribute another nearly 40%.
The company also stated that production activities are taking place across cities including Mumbai, Delhi, Lucknow, Indore, Hyderabad, Bengaluru and Chennai, with creators and production teams working on content from multiple locations.
Ambuj Kashyap, Executive Vice President for Micro Content at JioStar, said the platform crossing 100 million users reflects changing viewing habits and evolving content consumption patterns.
He added that the engagement observed on TADKA indicates opportunities for storytelling formats designed for different moments throughout the day.
JioHotstar stated that it has 500 million monthly active users globally and offers more than 300,000 hours of content across 19 languages.
The company said it has been expanding interactive features and mobile-first experiences alongside its existing streaming offerings.
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With over 42% of its audience below the age of 24 and viewership spread across metro and Tier 2 cities, TADKA has expanded its reach while offering short-form content in Hindi, Tamil and Telugu.
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Published on: Jun 12, 2026, 2:52 PM IST
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