2 months ago
Amazon MX Player has launched a microdrama service, arsenic a caller study predicts immense maturation for vertical video successful India.
Fatafat will beryllium a mobile-first level offering serialized vertical videos for free, marking nan latest arrow successful Amazon’s streaming front successful India. Series will beryllium offered successful nan romance, thriller and youth-led categories.
Besides nan flagship Prime Video subscription service, Amazon MX Player is offered arsenic a free, ad-supported type and Fatafat will beryllium wrong nan latter’s interface.
The work was first teased during Amazon MX Player’s slate announcement earlier this month, pinch an world contented conception called Vdesi besides being lined up.
The microdrama roar shows nary motion of slowing astir nan world, pinch much and much streamers and producers entering nan space. In countries specified arsenic India, wherever nan vertical video craze is still comparatively nascent, companies are moving quickly to carve a portion of nan action.
Lumikai’s ‘State of India Interactive Media Report 2025’ study released coming outlined nan maturation successful India.
“A twelvemonth ago, microdramas hardly registered arsenic a class successful India. Today, they are a $300M market,” nan study noted. Lumikai tracked 450 cardinal microdrama downloads and 100 cardinal monthly progressive users successful 2025, and projected nan assemblage would scope $4.5B by 2030.
Titles for Fatafat will beryllium announced successful coming months, pinch character Munawar Faruqui fronting an advertisement run to drum up interest.
“With Fatafat, we are extending that committedness to nan quickly increasing micro-drama category,” said Karan Bedi, Head of Amazon MX Player. “These are stories designed for really audiences devour contented coming — quick, engaging and mobile-first — while remaining wholly free for viewers crossed India.”
The streamer’s Head of Content, Amogh Dusad, added: “Micro-dramas unfastened up breathtaking imaginative possibilities for storytelling. With Fatafat, we are building a divers slate of serialized stories crossed genres while keeping nan acquisition fast, engaging and accessible to viewers everywhere.
