Findings
One a week. A number, the source it comes from, what it says, and a line marking where the data ends and judgment begins. Film, television and streaming, in every language and market where the data exists. They appear on Where the Data Ends first and here the same day.
- No. 3
25 Sept 202672% vs 19%share who say they watch alone, smartphone against connected television, urban India (2026) · The Connected TV Era: India's New Prime Time — WPP Media and The Trade Desk, executed by Ormax Media, 19 August 2026On the phone, 72 percent watch alone. On the television, 19 percent.
A phone is one person, most of the time. A connected television is a room, most of the time. The same completion number may mean two different things on the two screens, and I have found no platform that publishes it split.
- No. 2
11 Sept 202648% → 26%average completion rate for a new season one, 3–6 episodes against 11–15 (2024) · Digital i, Are You Still Watching?, May 2025On four streamers in 2024, shorter first seasons recorded higher completion
On four big streamers in 2024, the average completion rate on a long first season was about half the rate on a short one. It is the only published measurement of its kind, and the number that decides renewal is the one most platforms never put on the dashboard.
- No. 1
4 Sept 20261.8%of short-drama subscribers still paying at six months, against 8% for other Entertainment apps · RevenueCat, Short drama has cracked mobile acquisition and early monetization, 28 August 20265.5 in 100 pay. 1.8 in 100 stay.
Short-drama apps turn installs into payers three and a half times better than the rest of Entertainment, and keep four times fewer of them at six months. What the two numbers settle, and the one thing they cannot tell an Indian platform.