Amazon has introduced a new feature called Fatafat on Amazon MX Player, aiming to tap into the growing demand for short vertical videos in India. This new section will focus on quick and engaging stories made especially for mobile users. Viewers can expect shows in genres like romance, thriller, and youth-focused drama, all available for free with ads.
Fatafat will be part of the existing Amazon MX Player platform, which already offers free content alongside Prime Video. The company had hinted at this launch earlier, along with plans to bring international content under a section called Vdesi. With more people watching content on their phones, Amazon is trying to meet changing viewing habits through this format.
Reports suggest that microdramas are growing very fast in India. A recent study revealed that the market has already reached a value of 300 million dollars, with millions of users watching such content every month. It is also expected to grow much bigger in the coming years.
Amazon plans to announce new shows for Fatafat soon, and Munawar Faruqui will promote the platform.
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