The biggest challenge facing Netflix and Prime Video

Streaming services like Netflix and Amazon Prime face increasing competition from short-form video apps as people’s attention spans decline and they increasingly prefer quick, bite-sized content.

In 2023, the average person spent 37 minutes per day watching shorter videos, up from 33 minutes in 2022. According to a report, more than 70% of those clips were under 30 seconds.

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OTT platforms and content creators have a hard time holding viewers’ attention for long periods, especially when short, engaging videos are often available for free.

Trade experts confirmed that about 60% of the audience for short video apps consists of Generation Z and millennials, with 40% from major cities and the rest from small cities.

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Short videos are now the preferred form of entertainment, providing a quick and interactive experience that fits well into busy schedules.

OTT platforms are trying to mimic traditional TV viewing habits, but they are struggling to retain users, especially when ads interrupt the content, driving viewers 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 easy to consume on the go.

Industry experts point out that long-form content attracts loyal viewers and helps build consistent brand messaging, while short-form content is ideal for quick communication, such as promoting sales or offers.

Creators are increasingly using short videos as teasers to attract a wider audience.

The appeal of short videos lies in their ability to provide instant gratification, satisfying the desire for instant gratification.

This trend is particularly popular among Generation Z, who prefer quick, stress-free content. Platforms like TikTok, Instagram Reels, and YouTube Shorts are leading this shift in media consumption.

In India, the paid subscription model for OTT services is still evolving, with 43 million households paying for 97 million video OTT subscriptions in 2023.

However, short-form 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 shifts from production quality to relevance and timeliness, allowing everyday users to create and share a new category of content, such as Reels, memes, and audio clips.

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