“Our idea was simple. Why be restricted to one platform or format?” says Sujatha Narayanan, CEO, Hansa Entertainment and it aligns rightly with a booming content economy. India’s OTT market crossed USD 4.44 billion in 2025. YouTube has nearly 491 million users in the country while box-office collections too have hit a record USD 1.30 billion. At the same time, micro dramas that are just 90 seconds to few minutes long, but emerging rapidly, with revenues projected to touch USD 4.5 billion by 2030.
Not a fad…
To capture this momentum, Hansa Entertainment is focussing on their vertical drama segment that will be around three-minute, non-fiction, mobile-first stories designed for audiences to quickly consume, share and connect with. “Vertical drama is not a fad; it is a format that will stay,” highlights Sujatha. With a platform-agnostic approach, the company also sees influencers and content creators as an important extension of the ecosystem, helping introduce younger audiences to niche subjects and non fiction storytelling.
What further sets the company apart is its branding strategy. Instead of relying on disruptive advertising, brands will be seamlessly woven into the narrative itself. “Awareness comes through advertising, but purchase decisions can come through good stories. That is the logic behind our branding approach,” points out Sujatha.
IP is eternal
Hansa Entertainment is building its strategy around owning intellectual property (IP) rather than merely acquiring story rights. “A story right may allow you to make one film. Intellectual Property means we can build that story across formats, timelines and platforms,” points out Sujatha. As OTT platforms increasingly seek long-term streaming rights, Hansa is setting up a dedicated writers’ room to develop stories across formats, from short digital content to feature films and long-running series. “IP is where the money is. It is like owning land,” highlights Sujatha.
Though only two months old, Hansa Entertainment is building with a long-term vision. The company is focused on creating durable stories, strong distribution value and owning intellectual property across formats. As entertainment rapidly evolves with changing technology and audience behaviour, Hansa aims to build a sustainable storytelling business.