Kuku FM enters India’s video streaming market with microdrama OTT platform Kuku TV

KUKU FM, India’s leading audio storytelling platform, has ventured into the country’s competitive video streaming space with the launch of KUKU TV, a vertical, serialized microdrama service.

The company said the new platform is designed to meet the growing demand for on-the-go, short-form storytelling, which is increasingly consumed by mobile-first users.

Focusing on brief video episodes

KUKU TV focuses on “microdramas,” brief video episodes that run for up to two minutes, stringing together 50-plus episodes per series. The result is a fast-paced, cliffhanger-driven narrative ideal for smartphones and targeted toward viewers with less time to spare.

The platform is rolling out in Hindi, Telugu, Kannada and Bangla, with plans to release one new Indian regional microdrama daily starting next month, the release notes.

According to the company, each series features bite-sized content across a range of genres, including action, Bollywood, science fiction and mythology. In total, KUKU TV’s library already offers more than 300 hours of premium programming. It marks the first major Indian over-the-top (OTT) provider to embrace an entirely vertical format.

Leadership comments

Citing an Ericsson study on global video consumption, KUKU TV co-founder and COO Vinod Kumar Meena said, “Traditional OTTs aren’t built for India’s mobile-first audience, whose attention spans are rapidly shrinking. 90% of Indians consume vertical videos on social media, yet there is no dedicated premium OTT platform for this format."

"With KUKU TV, we are bringing the next wave of entertainment—high-quality, serialized vertical storytelling, available across Indian languages. Our success with KUKU FM, which boasts 4.5 million active paying subscribers, has given us deep insights into what works for personalized content consumption. We are applying those learnings to revolutionize the video streaming experience," Vinod Kumar Meena added.

The service aims to benefit not only viewers but also creators who often struggle with traditional distribution channels. KUKU FM says that 95% of Indian films and creative talent remain undiscovered due to limitations in current platforms. Now, with a direct-to-consumer approach, filmmakers and producers can showcase smaller, underrepresented projects through KUKU’s microdrama model.

Focusing on a subscription-only model

To maintain a premium user experience, KUKU TV is adopting a subscription-only model, free of ads, priced at Rs 899 annually or Rs 399 quarterly. This company believes that this strategy differentiates them from hybrid video-on-demand services and helps them tap into a sizeable market.

The Ormax Industry Report states that India already has 500 million-plus OTT users and more than 100 million active paid subscriptions. KUKU projects the total number of internet users in India could surpass 1 billion within a few years, driving a potential 500 million content-paying population. In that scenario, the company estimates the market for vertical drama could be as high as 300 million users.

Meena noted the opportunity arises from a fundamental shift in how Indian audiences watch content. He said, “We are tailoring stories and technology for a truly mobile-first generation. These microdramas are not just shorter; they’re crafted from the ground up for vertical screens and binge-watching in rapid bursts. It’s a new frontier of storytelling that meets India’s diverse and sizable digital audience right where they spend most of their time—on their phones.”

Expanding content partnerships

In the coming year, KUKU TV aims to become India’s largest vertical microdrama platform, expanding its content partnerships and strengthening its foothold in a market that has grown exponentially in the last decade.