Mumbai: Deepstory has formally launched as India’s latest UI/UX-led short-video platform, constructed on emotional readability, intentional discovery and a recent method of consuming content material. At a time when social feeds push customers by speedy temper swings, Deepstory presents a calmer, extra structured expertise that lets individuals stick with one concept earlier than selecting the following. The platform makes use of a easy move. Swiping left reveals extra movies on the identical subject. Swiping up opens one thing new. This shift turns scattered viewing right into a extra considerate and human-centred expertise.
The product is rooted in analysis that started lengthy earlier than sideways-storytelling grew to become an business pattern. A proof of idea was created in 2021 for early-stage investor conversations, adopted by firm registration and R&D in 2022 with a small founding crew exploring a topic-driven mannequin for brief movies. Deepstory formally launched the beta app in November 2024. The platform noticed sturdy preliminary adoption till April 2025, when retention dropped as a result of the primary model of its left-swipe algorithm struggled to floor the appropriate follow-up movies. The crew selected to rebuild the system solely, shifting to vector intelligence and including exterior pattern indicators. This transition briefly decreased person numbers however dramatically improved suggestions. With the brand new system now reside, Deepstory is lastly prepared for mainstream scale.
Founder and CEO, Raj Aryan Das says the platform was created to unravel a elementary downside in right now’s short-video consumption. “Short-video apps right now throw individuals from comedy to politics to heartbreak in seconds — it creates emotional whiplash. Deepstory fixes that. A left swipe exhibits you completely different creators speaking about the identical subject from completely different angles, so you possibly can stick with what pursuits you rather than being dragged round by randomness. We constructed Deepstory to make scrolling calmer, intentional, and constructed for understanding.”
For creators, Deepstory presents a fairer discovery system anchored in equal alternative. Every left swipe is an open slot that any high-fit creator can win, no matter follower depend. Users see a mixture of creators throughout the similar subject, so rising voices can seem proper beside massive names each time their content material is most related. This results in natural, topic-led progress relatively than algorithm chasing. Deepstory can also be constructing a creator-first monetisation mannequin with low charges, direct model partnerships and its upcoming Motion Image format that provides cinematic motion to nonetheless images.
On the enterprise entrance, Deepstory is constructing a pull-based promoting mannequin. Every left swipe offers a real-time intent sign, enabling model tales to seem in subject loops the place consideration is already centered. Industry information exhibits contextual, in-topic promoting delivers 30–40 % increased click-through charges and considerably stronger buy intent than non-contextual advertisements. The contextual promoting market is anticipated to develop sharply over the following 5 years, pushed by person demand for relevance and privateness. Deepstory’s topic-first system positions the platform strongly inside this shift.
Co-founder and MD Satyabrata Das brings 4 a long time of business expertise to this enterprise. Widely thought to be probably the most linked voices in Indian media, he has led promotions at ETV, formed ZEE5 and Zee Digital, served as India COO at Mediakeys France, and is presently serving as Chief Alliance Officer at Laqshya Media Group. “I imagine the timing is ideal. People don’t dislike brief movies. They dislike the chaos round them. Deepstory brings construction and a way of psychological house. It additionally offers creators a real stage enjoying discipline as a result of relevance decides who seems subsequent. For manufacturers, it turns into simpler to inform tales when the person’s thoughts is already on the subject,” stated Das.
Deepstory’s strategy is now being validated by international platforms. Several main social platforms, together with Meta, are testing linked-posts codecs the place creators can manually connect their subsequent video. Sideways storytelling has been a part of Deepstory’s basis because the early analysis years, properly earlier than it entered the broader business narrative. The key distinction is structural. A left swipe on Deepstory doesn’t lock a viewer into one creator’s sequence. It opens the subject to all creators, giving them an equal probability to be found. This timeline itself is vital, as Deepstory was creating sideways-storytelling lengthy earlier than it grew to become an business dialog.
The technical basis that permits this sits later within the story however stays important. Deepstory’s vector-intelligence engine maps movies right into a dense subject house utilizing metadata, sound, narrative cues and visible objects. A left swipe triggers a seek for high-fit follow-up movies primarily based on that means and temper, filtering out duplicates and irrelevant clips. An up swipe opens new however associated themes. This is just step one in an extended UX roadmap. New layers, options and topic-based discovery instruments will proceed to construct on this basis.
Early numbers present sturdy adoption. Nearly 19.7 % of all actions on the homescreen are left swipes, signalling that customers want deeper topic-first exploration. The platform maintains a 17.8 % view-through price, which the crew sees as proof of intentional, not passive, viewing. Music edits, movie edits, informational content material, motivational movies and Formula One edits are among the many strongest classes.
About Deepstory:
Deepstory positions itself as India’s next-generation short-video platform centered on design, depth and discovery. The crew calls its philosophy Human + AI, reflecting a perception that expertise ought to sharpen focus relatively than scatter it. The firm summarises its ambition merely: Made in India, constructed for the world. With a stronger product basis, an improved advice engine and a transparent roadmap for creators, customers and advertisers, Deepstory goals to construct a more healthy relationship between individuals and the content material they devour. The firm believes intentional scrolling will form the following period of digital behaviour.
