iWorld
More than 85% of US millennials tune in to OTT platforms
MUMBAI: Over-the-top (OTT) platforms have become the new opium for millennials. According to a new report from the analyst firm Parks Associates, more than 85 per cent of millennials in the US subscribe use at least one OTT video service. Interestingly, the number of OTT subscribers among other generations is also growing gradually.
An earlier report from Parks Associates showed that the number of households worldwide with an OTT video service subscription will exceed 265 million by 2022. Since 2010, a steady increase has been noticed in the adoption of smartTVs and streaming media players.
Many of the millennials opt for more than one platform for browsing. More than one-fourth of millennials subscribe to three or more OTT services, and more than 50 per cent subscribe to at least two. OTT service penetration among ‘Baby Boomers’( 1946-64) and older generations grew more than 10 per cent between the two groups as a whole between 2016 to 2017.
“Overall penetration of subscription OTT video services among millennials has topped out, suggesting that those households that want such a subscription already have one or more. The more interesting and important question is how many subscriptions they will keep,” Parks Associates research senior director Brett Sappington said.
Millennials are more prone to consume online content not only because of a personalized experience but also due to the flexibility it offers. Various reports since 2014 have highlighted how millennials are opting for streaming services like Netflix, Hulu, Amazon over television.
Parks Associates researcher Hunter Sappington thinks self-aggregating content is simply a part of the entertainment experience, particularly in millennial households.
“Their evaluation criteria for services, and brand loyalty, differs from that of previous generations. To take advantage of this self-aggregation trend, providers need to understand the evaluation criteria consumers use for their OTT services, which can vary from household to household,” he commented.
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Global OTT subs to cross 265 mn by ’22: Park Associates
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Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
