Amazon MX Player Rolls Out Microdrama Service Fatafat As Vertical Video Gains Momentum In India

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 piece of the action.

Lumikai’s ‘State of India Interactive Media Report 2025’ report released today outlined the growth in India.

“A year ago, microdramas barely registered as a category in India. Today, they are a $300M market,” the report noted. Lumikai tracked 450 million microdrama downloads and 100 million monthly active users in 2025, and projected the sector would reach $4.5B by 2030.

Titles for Fatafat will be announced in coming months, with actor Munawar Faruqui fronting an ad campaign to drum up interest.

“With Fatafat, we are extending that promise to the rapidly growing micro-drama category,” said Karan Bedi, Head of Amazon MX Player. “These are stories designed for how audiences consume content today — quick, engaging and mobile-first — while remaining completely free for viewers across India.”

The streamer’s Head of Content, Amogh Dusad, added: “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.…Read more by Jesse Whittock