Archive · 29 Sep 2026
India's Gen Z Screen-Time Battle Spans Entertainment Through Commerce
Companies in India are competing to keep young people watching on their phones and televisions.
A person might watch a short drama, sports clips, a Reel and then a longer show.
Businesses hope this journey eventually leads to buying something.
JioStar says its short-video product TADKA quickly attracted 100 million users.
Story TV and Kuku TV make short dramas and use data to decide what stories to create.
Larger services such as Zee5 and Prime Video offer many languages, genres and types of content.
The companies disagree with the idea that young viewers cannot concentrate, saying they will watch longer content when it is interesting.
The main challenge is turning attention into lasting loyalty and regular revenue.
India’s Gen Z accounts for more than 40% of the country’s consumption spend.
JioStar says its TADKA vertical-video service reached 100 million users in two months.
Microdrama platforms Story TV and Kuku TV use AI and viewing data to shape content.
Major streaming services are combining short-form discovery with long-form shows, sports and global content.
Google, YouTube, Meta and Instagram are pushing entertainment closer to creator-led shopping.
- Who
- Entertainment, technology and streaming companies including JioStar, Sony Pictures Networks India, Story TV, Kuku TV, Zee5, Prime Video, Google, YouTube, Meta and Instagram.
- What
- Companies are competing for Indian Gen Z’s screen time, loyalty and spending by combining short videos, long-form entertainment, AI-powered recommendations and shopping tools.
- When
- The article describes current strategies and says TADKA launched earlier this year; Story TV is targeting more than 1,000 South Indian originals by March 2027.
- Where
- India, including Tier 2 and Tier 3 cities and multiple Indian-language markets.
- Why
- Gen Z represents more than 40% of India’s consumption spend, creating a major opportunity to convert attention and fandom into subscriptions, advertising and purchases.
Broad, flexible entertainment ecosystems
Focused, data-driven short-form formats
How to retain Gen Z
Broad, flexible entertainment ecosystems
Zee5 and Prime Video emphasize breadth across languages, genres, formats, screens and geographies, using short-form discovery to lead viewers toward longer content.
Focused, data-driven short-form formats
Story TV and Kuku TV focus on microdramas designed for short daily windows, using consumption data and AI to refine stories and recommendations.
Does Gen Z have limited attention?
Broad, flexible entertainment ecosystems
JioStar and Sony Pictures Networks India say young viewers will stay with long series, films or matches when the story or idea earns their interest.
Focused, data-driven short-form formats
The growth of microdramas reflects demand for compact entertainment that fits commutes, breaks and other short periods of free time.
How should companies monetize viewers?
Broad, flexible entertainment ecosystems
Platforms are combining subscriptions, rentals, add-on subscriptions, advertising, sports and long-form programming to earn a continuing relationship.
Focused, data-driven short-form formats
Google, YouTube, Meta and Instagram are moving closer to purchases through creator shopping tools and entertainment designed around commerce.
- Gen Z spending
- India’s Gen Z accounts for more than 40% of the country’s total consumption spend.
- TADKA users
- JioStar says TADKA crossed 100 million users within two months of launch.
- TADKA audience
- More than 42% of TADKA viewers were under 24, and daily watch time per viewer rose fivefold.
- MaxView reach
- JioStar’s MaxView vertical cricket experience reached close to 70 million IPL viewers.
- Story TV engagement
- Story TV users spend more than 95 minutes a day on the service.
- Story TV catalog
- Story TV has more than 2,000 original titles and adds more than five titles daily.
- YouTube usage
- Google says 79% of Gen Z consumers in India use Google and/or YouTube daily.