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This analysis aims to assess the growth narrative of India's micro-drama sector and identify systemic risks that threaten its sustainability.

July 7, 2026Open Access

Buying Viewers, Not Building Audiences: A Critical Analysis of Structural Risk in India's Vertical Drama Economy

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Critical analysis reveals systemic risks in India's micro-drama market, suggesting unsustainability in the model.

This analysis aims to assess the growth narrative of India's micro-drama sector and identify systemic risks that threaten its sustainability.
Analysis of industry reporting and platform-disclosed metrics.
Investigation of the shutdown of Pocket FM's micro-drama vertical, Pocket TV.
Identification of potential failure conditions in the market.
Identified a significant psychological value perception gap among consumers leading to unsustainable growth.
Highlighted fierce competition from low-cost short-video platforms impacting profitability.
Concluded that the standalone micro-drama app model faces high risk of consolidation or failure in the next 24 to 36 months.

Prachi Walia (2026) studied this question.

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