Short drama format emerges as D2C marketing engine with 70-min sessions
Vertical short drama content gains traction in India with 1.5-2 min episodes stacking into 70-90 min shows. Average session times of 70 minutes double Instagram/TikTok engagement, prompting D2C brands to adopt it as primary marketing touchpoint and emerging retail discovery channel.
What happened
Inc42 · Short drama format gaining traction in India with 70-minute average sessions, double that of Instagram/TikTok. D2C brands adopting it as primary
Key facts
- 1.5-2 min episodes
- 70-90 min shows
- 70 min sessions
- 20-30 min Instagram/TikTok
Why this matters
Scout short-drama production studios and platform operators in India before valuations price in the format's emergence as a primary D2C discovery channel.