India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India is witnessing a significant shift in consumer behavior, driven by the growing popularity of quick commerce and short drama apps. These two segments have seen remarkable growth in recent years, with quick commerce crossing ₹7,500 crore in FY24 and short drama apps hitting 300 million users in 2025. This surge in adoption has led to significant ad revenues, with the latter reaching ₹2,000 crore in 2024.
In this blog post, we’ll delve into the world of quick commerce and short drama apps, exploring the factors driving their popularity and how they’re redefining urban India’s digital habits.
Quick Commerce: The Rise of 10-Minute Deliveries
Quick commerce, also known as instant delivery or same-day delivery, has taken India by storm. With the rise of platforms like Swiggy Instamart, Zepto, and others, consumers can now get their favorite food and essentials delivered to their doorstep within minutes. The concept is simple yet revolutionary – order what you need, and it’ll be delivered to your doorstep in no time.
The numbers are staggering. According to a report, 68% of metro users order at least twice a week, with the majority preferring 10-minute delivery or less. This is a significant shift from traditional e-commerce platforms, which often take several hours or even days to deliver products.
So, what’s driving the popularity of quick commerce?
- Convenience: Quick commerce offers unparalleled convenience. With the ability to order and receive products within minutes, consumers can get what they need quickly and efficiently.
- Increasing Online Presence: India’s online presence has grown significantly, with more people accessing the internet and using digital platforms. This has created a vast market for quick commerce platforms to tap into.
- Rise of Food Delivery: Food delivery has been a key driver of the quick commerce segment. With platforms like Swiggy, Zomato, and Foodpanda, consumers can get their favorite food delivered to their doorstep.
- Competition: The quick commerce space is highly competitive, with multiple players vying for market share. This competition has driven innovation, with platforms offering faster delivery times, better user interfaces, and more products.
Short Drama Apps: The Rise of 3-Minute Dramas
Short drama apps have also seen significant growth in recent years. These apps offer bite-sized, engaging content that can be consumed in just a few minutes. The popularity of short drama apps can be attributed to several factors:
- Increasing Attention Span: With the rise of social media and instant gratification, consumers are looking for content that can be consumed quickly and easily. Short drama apps offer just that.
- Mobile-First Consumption: With the majority of Indians accessing the internet through their mobile phones, short drama apps are perfectly positioned to capitalize on this trend.
- Content Variety: Short drama apps offer a wide range of content, from romance to thriller to comedy. This variety keeps consumers engaged and coming back for more.
- Celebrity Appeal: Many short drama apps feature popular celebrities, which adds to their appeal. Consumers are drawn to the familiar faces and storylines.
Ad Revenues: The Future of Digital Advertising
The growth of quick commerce and short drama apps has also led to a significant increase in ad revenues. According to a report, ad revenues for short drama apps reached ₹2,000 crore in 2024, a staggering 40% increase from 2023.
So, what’s driving the growth of ad revenues?
- Targeted Advertising: Short drama apps offer targeted advertising, allowing brands to reach their desired audience.
- Increased User Engagement: Short drama apps are designed to be engaging, with consumers returning to the platform multiple times a day. This increased user engagement makes them an attractive platform for advertisers.
- Growing User Base: The user base of short drama apps is growing rapidly, providing a vast pool of potential customers for advertisers.
Conclusion
India’s new obsessions with quick commerce and short drama apps are transforming consumer behavior and redefining urban India’s digital habits. These two segments are driving innovation, with platforms pushing the boundaries of convenience, personalization, and content variety.
As the Indian digital landscape continues to evolve, it’s likely that we’ll see even more growth and innovation in these segments. Whether you’re a consumer or a business, it’s essential to stay ahead of the curve and understand the latest trends and developments in quick commerce and short drama apps.
