India’s short-form video market may be ready for its next evolution, moving beyond standalone reels and viral clips towards compact, episodic storytelling. Canvas, a Mumbai- and New York-based entertainment startup, is building a microdrama platform that brings together creator-led stories, original productions and digital distribution to reach audiences in India and overseas.

Founded in 2025 by Abhinav Singla, Mehul Kumar and Vishad Tiwari, Canvas aims to give creators a platform to develop stories that extend beyond individual videos. Its model focuses on short, one-to-two-minute episodes that allow viewers to follow characters and narratives over multiple instalments, combining the accessibility of social media with the continuity of a traditional series. The company is betting that audiences who already spend significant time watching vertical videos will increasingly seek stories they can return to, rather than content designed for a single viewing.

India’s Growing Microdrama Opportunity

Microdramas are gaining traction globally as entertainment platforms experiment with shorter episodes, mobile-first formats and new ways to monetise digital storytelling.

According to estimates from Omdia cited in the company’s market context, global microdrama revenue reached $11 billion in 2025 and could grow to $14 billion in 2026. Sensor Tower data indicates that short-drama apps recorded more than 850 million downloads worldwide in the first quarter of 2026, a 140% increase year on year. India accounted for 22% of those downloads. The Indian market also offers considerable room for growth. Redseer Strategy Consultants estimates that the country has an addressable microdrama audience of 250 million to 280 million people, although only 15 million to 17 million currently pay in an average month. The firm expects India’s microdrama market to cross $1 billion by FY2030, supported by affordable mobile data, growing digital video consumption and demand for regional-language content.

For platforms such as Canvas, these trends present an opportunity to build entertainment businesses around stories that are easy to access, quick to watch and capable of keeping viewers engaged over time.

Moving Beyond Conventional Microdrama Formats

Canvas is looking to differentiate itself through the range of stories it develops. Rather than focusing primarily on familiar microdrama themes such as romance, family conflict and dramatic reversals, the company is building a catalogue that spans drama, comedy, documentaries, food, travel, lifestyle and animation.

According to company-provided figures, Canvas has crossed 50,000 global installs, works with more than 50 creators and has built a social media audience of over 350,000. Its shows average approximately one million views across distribution channels. The startup’s approach centres on helping creators turn their content into recurring shows with recognisable characters, multiple seasons and intellectual property that can potentially expand into other formats. For creators who have built audiences through individual videos and brand collaborations, this offers another route to develop longer-term relationships with viewers while exploring new commercial opportunities.

An Indian Anime Series With Global Ambitions

One of Canvas’s notable projects is an original short-form anime series created by Otaku Bharat, which the company describes as India’s first original short-form anime series. The Hindi-language production brought together 30 Indian animators and creators who worked on the project for nearly 12 months. Featuring Indian characters, landscapes and cultural references, the series explores how the meaning of independence has evolved between the period nearly a century ago and the experiences of young Indians today. Voice actor Sanket Mhatre, known for his work on Ben 10 and other animated characters, has lent his voice to the series. Rob Pereyda, former Head of Anime at Netflix, is associated with the project as executive producer. Canvas plans to dub the series into English and regional Indian languages, with the aim of reaching audiences beyond its original Hindi-speaking base. The project reflects the company’s broader ambition to demonstrate that vertical entertainment can accommodate genres beyond conventional live action microdramas. It also highlights the potential for Indian creators to develop original intellectual property rooted in local stories while exploring international distribution.

Building a Business Around Creators and Original IP

Canvas is developing more than a consumer-facing app. Its model combines content production, creator partnerships and distribution across its own platform and major social media channels. The company is also producing around 10 shows in New York, reflecting its ambition to operate across markets and develop content for audiences beyond India. Its monetisation strategy combines paid subscriptions with brand partnerships. Viewers can access paid content through monthly and annual subscriptions, while brands can sponsor or integrate products into creator-led microseries distributed across Canvas and social platforms. The company is also exploring co-productions and intellectual property partnerships. Over time, successful shows could create opportunities through additional seasons, licensing and international distribution. This model gives Canvas multiple potential revenue streams while allowing creators and brands to participate in the development of recurring entertainment properties.

The Challenge of Turning Views Into Revenue

Despite the growing interest in microdramas, building a sustainable business in the category comes with challenges.

Indian audiences are accustomed to accessing large amounts of video content for free, making it difficult for platforms to convert regular viewers into paying subscribers. Companies must also manage content production costs, customer acquisition, subscriber churn and the continuous demand for fresh episodes. A popular launch or a high number of views does not necessarily translate into long-term engagement. Platforms need to give viewers a compelling reason to return, follow new seasons and pay for premium content. At the same time, creators must maintain quality and originality as production volumes increase. For businesses operating across countries and languages, dubbing, distribution and compliance requirements add further complexity.

Canvas will need to demonstrate that its multi-genre strategy and creator-led approach can generate repeat viewership and sustainable revenue, rather than relying primarily on initial audience interest.

Taking Indian Stories Beyond Borders

Canvas is entering a market where short-form video habits are already established, but the appetite for episodic storytelling continues to evolve. Its focus on original programming, creator partnerships and cross-border distribution gives it an opportunity to build a distinct position within the emerging microdrama category. The larger ambition is to help creators move beyond disposable content and build stories that can grow into enduring entertainment properties. For Indian creators, that could open new opportunities to reach international audiences without abandoning the cultural references and perspectives that make their work distinctive. Whether Canvas can turn this opportunity into a scalable business will depend on its ability to retain viewers, convert engagement into revenue and consistently deliver stories that audiences want to follow.

For now, the startup is betting that the next phase of short-form entertainment will be shaped not just by shorter videos, but by stronger stories and the creators behind them.

By: Sejal Thakur