PRODUCT RESEARCH
Story TV
This research note is kept separate from the app profile so the main page stays focused on ranking data.
One-line positioning
StoryTV is a vertical short-drama app launched in June 2025 by Indian live-streaming and social entertainment company Eloelo Group, with Greenhorn Wellness Private Limited (Bengaluru) as its store-listing and data-controller entity; it offers Hindi and multi-language original microdramas plus dubbed Chinese dramas, monetizes through subscriptions, IAP and ads, and has surpassed 100 million downloads within about a year, ranking first among India's homegrown short-drama apps.
Product & company
Store listings and the privacy policy both point to Greenhorn Wellness Private Limited (Bengaluru, India), and Eloelo Group's website lists it as a group entity (Greenhorn Wellness, Eloelo) at the same address; The Economic Times, Moneycontrol, Mint and other authoritative media confirm StoryTV as an Eloelo Group product. The entity chain is clear and no mainland-China parent company exists.
Business model & format
The store listings show in-app purchases (about INR 10-999 per item on Google Play, 5 IAP items on iOS) and subscriptions (about INR 599 per quarter), alongside ad monetization and paid ad-free viewing; early industry reports described it as an ad-driven (IAA) free app; group disclosures indicate StoryTV contributes about 80% of Eloelo Group's revenue, with AI workflows cutting production costs by about 75% and gross margins above 90%.
Growth & market
Launched on June 25, 2025; crossed 90 million downloads within nine months and 100 million in total (about 120 million on Google Play, roughly 8 million in the last 30 days); Sensor Tower shows over 71.48 million downloads in H1 2026, ranking 6th globally among short-drama apps and 1st in India; daily time spent is about 85-90 minutes; growth is driven mainly by Eloelo's live-streaming user funnel and creator ecosystem rather than heavy ad buying.
Risks & watchpoints
Parent Eloelo Group remains loss-making (net loss of about INR 9.85 billion in FY25) and depends on funding; the iOS app has a low rating (about 2.3) with complaints about subscription billing and notification spam; India's short-drama market is intensely competitive (Kuku TV preparing an IPO, ShareChat's QuickTV, Zee, JioHotstar and others entering); several apps share the names "Story TV / Story Max", so tracking should key on the package story.tv.drama.reels.