Overview

• Zee Entertainment has acquired a stake in startup Bullet to develop a micro-drama app as part of its shift into a content & technology powerhouse.
• The new platform will be integrated into ZEE5 to tap into the streaming service’s existing user base and content engine.
• The app’s vertical-format, short-duration episodes target young, mobile-first audiences with fast-paced, creator-driven narratives.
• It will deploy AI-powered personalization and gamification layers to enhance content discovery and reward user engagement.
• India’s move follows global micro-drama growth trends, with China’s market generating $6.9 billion in revenue last year and forecast to reach $14 billion by 2028.