Amazon MX Player has launched a microdrama service, as a new report predicts huge growth for vertical video in India.
Fatafat will be a mobile-first platform offering serialized vertical videos for free, marking the latest arrow in Amazon’s streaming bow in India. Series will be offered in the romance, thriller and youth-led categories.
Besides the flagship Prime Video subscription service, Amazon MX Player is offered as a free, ad-supported version and Fatafat will sit within the latter’s interface.
The service was first teased during Amazon MX Player’s slate announcement earlier this month, with an international content section called Vdesi also being lined up.
The microdrama boom shows no sign of slowing around the world, with more and more streamers and producers entering the space. In countries such as India, where the vertical video craze is still relatively nascent, companies are moving quickly to carve a
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