Streaming services like Netflix and Amazon Prime are facing growing competition from short-video apps as people’s attention spans decrease and they increasingly prefer quick, snack-sized content.
In 2023, the average person spent 37 minutes per day watching shorter videos, which is up from 33 minutes in 2022. More than 70% of these videos were under 30 seconds long, according to a report.
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OTT platforms and content creators are finding it challenging to hold viewers’ attention for extended periods, especially when short, engaging videos are often available for free.
Trade experts highlighted that around 60% of short video apps’ audience consists of Gen Z and millennials, with 40% from major cities and the rest from smaller towns.
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Short videos are now the go-to entertainment format, offering a quick and interactive experience that fits well into busy schedules.
OTT platforms are trying to replicate traditional TV viewing habits, but they struggle with user retention, particularly when ads interrupt content, leading viewers to switch back to their mobile screens.
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While long-form content still has its place, the rise of short-form videos is undeniable, as they provide quick entertainment and are easier to consume on the go.
Industry experts note that long-form content attracts loyal viewers and helps build consistent brand messaging, whereas short-form content is ideal for quick outreach, such as promoting sales or offers.
Creators are increasingly using short clips as teasers to engage a broader audience.
The appeal of short videos lies in their ability to provide immediate satisfaction, catering to the desire for instant gratification.
This trend is particularly popular among Gen Z, who prefer quick, stress-free content. Platforms like TikTok, Instagram Reels, and YouTube Shorts are driving this shift in media consumption.
In India, the paid subscription model for OTT services is still developing, with 43 million households paying for 97 million video OTT subscriptions in 2023.
However, short content shared on social media offers deep engagement and lower production costs, making it an attractive option for digital advertising.
As content evolves, the definition of premium content is shifting from production quality to relevance and timing, allowing ordinary users to create and share a new category of content, such as Reels, memes, and voice pods.
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