Micro dramas might be the next big threat to YouTube. As per Anurag Reddy, the founder of Chai Shots, the completion rates on his short-series OTT platform are very healthy.
"YouTube views don't tell the total story. Even if a viewer is watching something for a few seconds, it will be counted as a view. If a video has one million views, about 70% would have exited the video before it was completed," Anurag said, adding that the micro-drama format, on the other hand, is growing fast in Telugu and has a great potential.
While Chai Shots is the first dedicated micro-drama platform in India, the jury is still out on its future growth. On the face of it, the platform hasn't brought out anything 'hatke' or novel so far. Many shorts feel like they are Instagram Reels. There is also the perception that Chai Shots has been excessively focusing on adult content. "That's not true. And even in adult short-series, there is a social message," founder Sharath Chandra shared, in defence of the content focused on themes like adultery.
What is the future of the micro-drama format?
So far, Chai Shots is able to attract enough funding. Soon, it's going to face competition, though. Just as there are about 5-6 noted OTT platforms, there are going to be as many short-series OTT platforms in India. When that happens, the audience will have more on the platter. If Chai Shots catches up, it will make history. If it gets holed up in content that can't be distinguished from Reels/YouTube shows, the threat from new players is going to be intense.
