India’s new obsessions: Quick commerce & short drama apps
The digital landscape in India has witnessed a remarkable transformation in recent years, with the rise of quick commerce and short drama apps redefining urban India’s digital habits. According to a recent report, the quick commerce industry in India crossed the ₹7,500 crore mark in FY24, with a staggering 68% of metro users ordering at least twice a week. Meanwhile, short drama apps saw a significant surge in user base, with 300 million users in 2025, a 40% increase from 2023. Ad revenues for these apps reached ₹2,000 crore in 2024. In this blog post, we’ll delve into the world of quick commerce and short drama apps, exploring what’s driving their popularity and how they’re transforming consumer behavior.
The rise of quick commerce
Quick commerce, also known as instant delivery or 10-minute delivery, has become a game-changer in the Indian e-commerce landscape. The concept is simple: consumers can order essential items, such as groceries, snacks, and personal care products, and receive them at their doorstep within minutes. This convenience has resonated deeply with urban Indians, who are increasingly busy and value their time.
The quick commerce industry has seen a proliferation of players, including Zomato, Swiggy, and Dunzo, among others. These platforms have leveraged technology to streamline their operations, using algorithms to optimize delivery routes and partnering with local stores to ensure a wide range of products.
According to a report by Ascendants, a leading business and finance publication, Zomato’s quick commerce arm, Zomato Market, has witnessed a significant surge in orders, with the platform delivering over 1 million orders per day. Swiggy, another prominent player, has also seen a remarkable growth, with its Instamart service delivering over 5,000 orders per hour.
The success of quick commerce can be attributed to several factors, including:
- Convenience: Quick commerce offers unparalleled convenience, allowing consumers to order essential items from the comfort of their own homes.
- Speed: The ability to receive items within minutes has revolutionized the way consumers shop, making it possible to get what they need quickly and efficiently.
- Personalization: Quick commerce platforms have leveraged data and analytics to offer personalized recommendations, making it easier for consumers to discover new products and brands.
The rise of short drama apps
Short drama apps, also known as short-form video apps, have become a sensation in India, with millions of users tuning in to watch their favorite shows and creators. These apps, which offer bite-sized episodes ranging from 3-15 minutes, have disrupted the traditional television and film industries, offering a new way for creators to produce and distribute content.
The most popular short drama apps in India include MX Player, Voot, and ZEE5, among others. These platforms have attracted a massive user base, with MX Player alone boasting over 300 million monthly active users.
According to a report by Business Standard, short drama apps saw a significant surge in ad revenues in 2024, with the industry reaching ₹2,000 crore. This growth can be attributed to several factors, including:
- Engagement: Short drama apps offer a highly engaging format, with creators producing content that is both entertaining and informative.
- Personalization: These apps use algorithms to offer personalized recommendations, making it easier for users to discover new shows and creators.
- Speed: The bite-sized format of short drama apps has made it possible for creators to produce and distribute content quickly, keeping users engaged and coming back for more.
The future of quick commerce and short drama apps
As the quick commerce and short drama apps continue to innovate and evolve, it’s clear that their popularity is here to stay. In the future, we can expect to see even more exciting developments, including:
- Increased adoption: Quick commerce and short drama apps will continue to gain traction, with more consumers embracing these formats.
- Personalization: Both industries will focus on personalization, using data and analytics to offer users customized experiences.
- New formats: We can expect to see new formats emerge, such as interactive shows and gamified content, to keep users engaged.
- Integration: Quick commerce and short drama apps may integrate with each other, offering users a seamless experience across multiple platforms.
In conclusion, the rise of quick commerce and short drama apps has transformed the digital landscape in India, offering consumers unparalleled convenience and entertainment. As these industries continue to innovate and evolve, it’s clear that they will remain a key part of urban India’s digital habits for years to come.
Source:
