Key Points
New Delhi: Streaming services from Netflix to Amazon Prime and long-form storytellers face a stiff challenge from short-video apps as attention spans dwindle and users feast on snacky content...
Thats higher than 33 minutes in 2022, and more than 70% of such videos were less than 30 seconds long...
OTT executives and content creators say keeping audiences engaged for long periods is tough when such snackable content is often available for free and the habit of paying for subscriptions hasnt developed among Indians...
In contrast, shorter content is ideal for quick and concise outreach such as promoting sales or cashback offers, rather than building brand identity and entertainment, industry experts said.. While in-depth storytelling requires more viewer commitment to stay ahead in the game, long-form creators can use shorter clips as engaging teasers and blend formats to reach diverse audiences, said Shruti Deora, senior vice-president at digital agency White Rivers Media...
Short-format videos require less time, fit more easily into busy schedules and offer quick, entertaining content that can be consumed anytime, without needing to follow a continuous storyline, experts said.. There also exists a psychological satisfaction with immediate enjoyment and its wide variety of content, catering to the desire for instant gratification, said Chandrashekar Mantha, partner, media and entertainment leader at Deloitte India...
