India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India has witnessed a significant shift in recent years, with quick commerce and short drama apps emerging as the new obsessions of urban India. The country’s quick commerce market crossed ₹7,500 crore in FY24, with a staggering 68% of metro users ordering at least twice a week. On the other hand, short drama apps saw a massive 300 million user base in 2025, a 40% increase from 2023. The ad revenue from these platforms has also skyrocketed, reaching ₹2,000 crore in 2024.
In this blog post, we will delve into the world of quick commerce and short drama apps, exploring the factors driving their popularity and the impact they are having on consumer behavior.
The Rise of Quick Commerce
Quick commerce, also known as instant delivery or hyperlocal delivery, refers to the practice of ordering essentials and luxuries online and receiving them within a short span of time, often within minutes. The concept has gained immense popularity in India, with several players entering the market.
The appeal of quick commerce lies in its convenience and speed. With the rise of the gig economy and the increasing demand for online shopping, consumers are looking for ways to get their products quickly and efficiently. Quick commerce platforms have capitalized on this trend, offering same-day or next-day delivery options.
The growth of quick commerce in India can be attributed to several factors. Firstly, the country’s demographics are shifting, with a large proportion of the population being young and urban. These individuals are digitally savvy and prefer the convenience of online shopping. Secondly, the rise of e-commerce has created a culture of instant gratification, with consumers expecting products to be delivered quickly.
Some of the popular quick commerce platforms in India include Zomato, Swiggy, and Dunzo, which have managed to carve out a significant share of the market. These platforms have innovated by offering features such as live tracking, real-time updates, and personalized recommendations.
The Rise of Short Drama Apps
Short drama apps, also known as short-form video apps, have taken the internet by storm. These apps offer bite-sized content, often ranging from 3-15 minutes, on various topics such as entertainment, education, and lifestyle. The popularity of short drama apps can be attributed to their engaging content, which is designed to be consumed in short bursts.
The growth of short drama apps in India can be attributed to several factors. Firstly, the country’s internet penetration has increased significantly, with more people having access to smartphones and the internet. Secondly, the rise of social media has created a culture of short-form content, with platforms like TikTok and Instagram Reels gaining immense popularity.
Some of the popular short drama apps in India include MX Player, Hotstar, and ZEE5, which have managed to attract a large user base. These apps have innovated by offering features such as original content, live streaming, and personalized recommendations.
The Impact on Consumer Behavior
The rise of quick commerce and short drama apps has had a significant impact on consumer behavior. Here are some key trends that have emerged:
- Convenience: Consumers are looking for convenience and speed in their daily lives. Quick commerce and short drama apps have capitalized on this trend, offering instant gratification and entertainment.
- Personalization: Both quick commerce and short drama apps have innovated by offering personalized recommendations and content. This has helped to increase user engagement and loyalty.
- Speed: The speed of delivery and content consumption has become a key factor in consumer decision-making. Consumers are looking for platforms that can deliver products and content quickly and efficiently.
- Multiscreening: The growth of quick commerce and short drama apps has led to a rise in multiscreening, with consumers using multiple devices to access different services and content.
Conclusion
In conclusion, the rise of quick commerce and short drama apps in India has transformed the digital landscape. These platforms have innovated by offering convenience, personalization, and speed, which have become key factors in consumer decision-making. As the digital landscape continues to evolve, it will be interesting to see how these platforms adapt and innovate to meet the changing needs of consumers.
Source:
