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This analysis examines the growth narrative of India's micro-drama sector and critiques 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 structural risks in India's micro-drama market, indicating potential failures.

This analysis examines the growth narrative of India's micro-drama sector and critiques its sustainability.
Reviewed industry reports and platform metrics.
Analyzed the shutdown of Pocket TV as a case study.
Identified four interlocking failure conditions.
Found significant gaps in psychological value perception among consumers.
Noted high competition from zero-cost platforms affecting market dynamics.
Concluded high probability of consolidation or failure in the micro-drama app market within 24 to 36 months.

Prachi Walia (2026) studied this question.

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