India’s New Obsessions: Quick Commerce & Short Drama Apps
In recent years, India’s digital landscape has witnessed a significant shift in consumer behavior, with two new obsessions taking center stage: quick commerce and short drama apps. The numbers are staggering – quick commerce has crossed ₹7,500 crore in FY24, with 68% of metro users ordering at least twice a week. Short drama apps, on the other hand, saw a whopping 300 million users in 2025, a 40% increase from 2023. The ad revenue for these apps has also seen a significant jump, reaching ₹2,000 crore in 2024. As delivery platforms and content apps innovate, speed and personalization are redefining urban India’s digital habits.
The Rise of Quick Commerce
Quick commerce, also known as instant delivery or 10-minute delivery, has become the new norm in urban India. With the rise of platforms like Zomato, Swiggy, and Dunzo, consumers are no longer willing to wait hours for their favorite food or essentials. The convenience and speed of these services have led to a significant increase in demand, with 68% of metro users ordering at least twice a week. This obsession with quick commerce has also led to an increase in the number of delivery partners, with companies like Zomato and Swiggy recruiting thousands of riders to meet the demand.
The reasons for this obsession with quick commerce are multifaceted. With increasingly busy lifestyles, consumers are looking for ways to save time and convenience. Quick commerce platforms offer just that – the ability to order food or essentials with the click of a button and receive them within minutes. Additionally, the rise of online food delivery has been driven by the growth of the middle class, with more people having disposable income to spend on convenience.
The Rise of Short Drama Apps
Short drama apps, on the other hand, have become the new go-to destination for entertainment. With the rise of platforms like MX Player, ZEE5, and Voot, consumers are no longer willing to wait for long episodes or seasons. The 3-minute drama format has become the new norm, with users devouring short, engaging content on-the-go. The reasons for this obsession with short drama apps are similar to those for quick commerce – busy lifestyles and the need for convenience.
Short drama apps have also become popular due to their affordability and accessibility. With the rise of affordable data plans and smartphones, consumers are no longer limited by geographical constraints or financial resources. Short drama apps offer an affordable and convenient way to access entertainment, making them a staple in many urban Indian households.
The Impact on Consumer Behavior
The rise of quick commerce and short drama apps has had a significant impact on consumer behavior. With the focus on speed and convenience, consumers are no longer willing to compromise on quality or time. The need for instant gratification has led to a shift in consumer behavior, with consumers prioritizing convenience and speed over other factors.
The impact on consumer behavior is also reflected in the way consumers interact with these platforms. With the rise of voice assistants and AI-powered chatbots, consumers are interacting with these platforms in new and innovative ways. The use of voice commands and AI-powered recommendations has made it easier for consumers to discover and access content, further increasing their engagement with these platforms.
The Future of Quick Commerce and Short Drama Apps
As quick commerce and short drama apps continue to innovate, the future looks bright. With the rise of new technologies like drone delivery and AI-powered content recommendation, consumers can expect even more convenience and personalization. The focus on speed and convenience is likely to continue, with platforms competing to offer the fastest and most personalized experiences.
However, there are also challenges ahead. With the rise of new platforms and competitors, the market is likely to become increasingly crowded. To stay ahead, platforms will need to focus on innovation and differentiation, whether it’s through new technologies or unique content offerings.
In conclusion, the rise of quick commerce and short drama apps has had a significant impact on consumer behavior in urban India. With the focus on speed and convenience, consumers are no longer willing to compromise on quality or time. As these platforms continue to innovate, the future looks bright, with consumers expecting even more convenience and personalization.
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