What does "data" actually mean in the world of vertical dramas, and how do the apps behind these short, addictive video dramas decide what to make, where to launch, and how to get paid?

Pankaj Uniyal is the Business Development Lead for India and the US at SocialPeta, a global advertising intelligence platform. He works with mobile app, gaming, and short drama companies. Before SocialPeta, he worked with real-time market data at a global investment banking firm. That experience taught him that great stories need a sound business behind them to last.

In this episode, Pauline asks the question many of us have been afraid to ask: what exactly is data? Pankaj explains it in plain terms. He covers why more than 60% of short drama content is in English, why North American viewers spend the most, and why "romance" means something very different to a 21-year-old than to someone over 50. He also explains one of the format's biggest advantages over traditional film and TV: creators can see how audiences respond to each episode and adjust the next one.

We also dig into India's fast-growing market. In its early days, short drama there mostly meant Chinese dramas dubbed into other languages. Now a new wave of original stories is being made for specific regional languages and cultures. Pankaj walks through the three ways these apps make money right now:

• brand stories woven directly into the plot
• small pay-per-episode payments, made easy by India's fee-free UPI payment system
• subscriptions

He also names the core teams every short drama company needs in order to grow.

Whether you're a writer, producer, marketer, or just curious about where entertainment is heading, this conversation shows how data and storytelling work together. It also explains why early adopters who are willing to test new ideas stand to gain the most.