India’s new obsessions: Quick commerce & short drama apps
The digital landscape in India has undergone a significant transformation in recent years, with the rise of quick commerce and short drama apps revolutionizing the way urban Indians consume goods and entertainment. According to a recent report, quick commerce in India crossed ₹7,500 crore in FY24, with a staggering 68% of metro users ordering at least twice a week. Meanwhile, short drama apps have seen a whopping 300 million users in 2025, a 40% increase from 2023. Ad revenues for these apps hit ₹2,000 crore in 2024, further solidifying their grip on the Indian digital market.
So, what’s behind this digital surge, and how are quick commerce and short drama apps redefining urban India’s digital habits?
The Rise of Quick Commerce
Quick commerce, also known as instant delivery or 10-minute delivery, has taken India by storm. With the proliferation of mobile phones and the increasing demand for convenience, Indian consumers are increasingly opting for speedy delivery options. This has given rise to a new breed of startups, such as Zepto, Swiggy Insta, and Dunzo, which promise to deliver groceries, food, and other essentials within minutes.
The success of quick commerce can be attributed to its convenience, affordability, and speed. With the ability to order anything from the comfort of one’s own home, Indians are no longer bound by traditional shopping hours or geographical constraints. Moreover, the prices are often competitive, making it an attractive option for budget-conscious consumers.
The impact of quick commerce on consumer behavior is significant. According to a survey, 68% of metro users order at least twice a week, with 45% ordering at least thrice a week. This frequency is expected to increase as more consumers adopt quick commerce, leading to a significant shift in the way Indians shop and consume goods.
The Rise of Short Drama Apps
Short drama apps, on the other hand, have become the go-to platform for Indians seeking entertainment on-the-go. These apps, which offer bite-sized, episodic content, have gained immense popularity among urban Indians, particularly the younger generation.
The success of short drama apps can be attributed to their engaging content, catchy storylines, and short formats. With attention spans dwindling, Indians are increasingly opting for content that is easy to consume, yet engaging enough to keep them hooked. Short drama apps have capitalized on this trend, offering a diverse range of genres, from romance to thriller, and catering to diverse tastes.
The impact of short drama apps on consumer behavior is significant. According to a survey, 300 million users in 2025, a 40% increase from 2023, demonstrate the immense popularity of these apps. Ad revenues have also seen a significant surge, hitting ₹2,000 crore in 2024.
Innovation and Personalization
As quick commerce and short drama apps continue to innovate, speed and personalization are redefining urban India’s digital habits. With the rise of AI-powered algorithms and data analytics, these apps are able to tailor their offerings to individual consumers, providing a more personalized experience.
Quick commerce apps, for instance, are now using machine learning to predict consumer behavior, offering personalized recommendations and optimizing delivery routes. Short drama apps, on the other hand, are using data analytics to understand viewer preferences, creating content that is more engaging and relevant.
The impact of innovation and personalization on consumer behavior is significant. With more targeted and relevant content, Indians are increasingly opting for these apps, leading to a significant shift in the way they consume goods and entertainment.
Conclusion
India’s digital surge, driven by the rise of quick commerce and short drama apps, is transforming consumer behavior in urban India. With the ability to order anything within minutes and access engaging content on-the-go, Indians are no longer bound by traditional shopping hours or geographical constraints.
As these apps continue to innovate, speed and personalization are redefining urban India’s digital habits. With more targeted and relevant content, Indians are increasingly opting for these apps, leading to a significant shift in the way they consume goods and entertainment.
As the digital landscape continues to evolve, it will be interesting to see how quick commerce and short drama apps adapt to changing consumer preferences and technological advancements. One thing is certain, however – the future of digital consumption in India is bright, and quick commerce and short drama apps are leading the charge.
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