Mobile ‘short drama' ad spend up 423% in Indian subcontinent
As per New AppsFlyer, the Indian Subcontinent’s short drama sector has grown by 95% in subscription-paid installs
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Published: Jun 17, 2026 4:58 PM | 1 min read
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- Short Drama subscription apps have seen a 423% increase in Android user acquisition ad spend in the Indian Subcontinent, according to AppsFlyer's State of Subscriptions for Marketers 2026 report.
- The region experienced a 95% growth in subscription-paid installs, contributing to 49% of the global net paid install growth.
- Sanjay Trisal from AppsFlyer noted a shift from a North America-first growth strategy to recognizing the Indian Subcontinent as a key market for mobile content and user acquisition investment.
- He emphasized the importance of precise data analysis for brands to effectively tap into the growing demand in the region.
Short Drama is capturing consumer attention and advertiser dollars across the Indian Subcontinent. New data from AppsFlyer's State of Subscriptions for Marketers 2026 report reveals that Android user acquisition (UA) ad spend for Short Drama subscription apps surged 423% in the Indian Subcontinent, as global app publishers aggressively rotate budgets away from saturated Western markets.
The Indian Subcontinent grew by 95% in subscription-paid installs, accounting for 49% of the entire global net paid install growth delta.
Sanjay Trisal, General Manager of INSEA & ANZ, AppsFlyer, said: "The mobile-first consumer base in the Indian Subcontinent has officially crossed a tipping point. For many years, the industry defaulted to a North America-first growth mentality, but now the data tells a different story. The region’s scale, engagement, and appetite for mobile content have made it the most compelling destination for UA investment globally, and the Short Drama category is the clearest proof of that."
Sanjay added: "For brands looking at where to deploy their next dollar, the Indian Subcontinent is without doubt a strategic imperative. Access to precise, granular data will be the differentiator. Brands that can accurately read demand signals and attribution patterns in India will be the ones that capture disproportionate growth."
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