India, June 13 -- Crisp, sleek, and vertical - the macro trend in the world of entertainment is unfolding in a jiffy - in the form of microdramas.

It took off a little later than in China, where the concept of mobile soap operas was fostered and flourished, but India seems to be catching up fast with the fad. Inc42 recently covered this trend to understand what was fuelling India's next OTT wave, only to be intrigued by the business model and content strategy of the players.

Up until now, social media platforms like TikTok, Instagram and Facebook have been the breeding ground for such short-form videos, but as these videos evolved further into bite-sized nuggets of serialised storytelling, much seems to have changed on the horizon. An e...