iWorld
Care World TV to redefine watching TV by riding big on OTT Content
Mumbai: Care World TV, the largest healthcare satellite channel in Asia is now also one of the first to become available through a host of internet television broadcasting platforms. By embracing over-the-top content (OTT) which today is redefining the way audiences watch TV, Care World TV has put its viewers in the driving seat and has offered them to break away from the shackles of obligatory TV watching. As a niche content channel, Care World TV has found a new haven in broadcasting via the several OTT platforms presently available. This has led to viewers finding their favourite Care World content from wherever and whenever, rather than the channel scouting for its target audiences.
“Taking cue from our success in the United States where a majority of Care World TV USA audience accesses their favourite shows via the OTT platforms, we in India too have made the channel available through a host of these platforms. Apple TV, Roku and Yupp TV are some of the popular online content broadcasting platforms which are gradually making their way into Indian households. Television as a concept has radically changed in the last one decade and a growing set of niche audience’s interest is shaping the future of network programming,” says Mr. Ajit Gupta, Managing Director, Care World TV.
A recent survey suggests that YouTube, Netflix, and Facebook which did not exist a decade ago are the most accessed today for watching videos. 67 per cent of 18 to 49 year-olds admitted that watching a video today is very different from just a year ago.
“YouTube created a paradigm shift in the way content is delivered and watched. Today, it is the biggest platform for niche content providers and is most preferred by audiences because unlike TV it does not oblige viewers to watch what is being broadcasted but instead offers an option to watch what they choose. This has led to many small production houses mushrooming rapidly which create niche content and are successfully finding their own space. Daily Motion is another such audio-video streaming channel that lures niche content producers and Care World is available on this channel too,” adds Mr. Gupta.
Today, Care World TV is available via all of the major OTT platforms including its mobile app – Body Care. It has over three lakh subscribers on YouTube and is increasingly being viewed on Daily Motion. Its mobile app also has live streaming and is an interactive platform for patients to directly consult with medical practitioners.
“Niche content channels had to struggle to find space in the conventional mass channels that are available through cable and DTH. But the introduction and wide acceptance of OTT has changed this equation. Care World TV as a niche content channel that has been running shows dedicated to healthcare and wellness for the last nine years is today rediscovering an audience set that is approaching it because of their interest in it, as against it approaching audiences. We are affirmative that our viewers will appreciate our initiatives on making the channel accessible to them anywhere, anytime and such is the power of OTT,” concludes Mr. Gupta.
iWorld
Paramount revamps app with short videos to boost mobile viewer engagement
Streaming giant borrows from TikTok playbook to drive daily usage on phones
LOS ANGELES: Paramount Skydance is giving its streaming strategy a mobile-first twist, rolling out a redesigned version of its Paramount+ app that leans heavily on short-form video to capture viewer attention, according to a Reuters report.
The updated app, currently available to iPhone users via Apple, features scrollable clips such as sports highlights, news snippets, UFC moments and trailers. The idea is simple but effective: get users to open the app multiple times a day, much like they do with TikTok or Instagram.
By encouraging repeat visits, Paramount is betting it can deepen engagement and unlock new features such as real-time statistics during live events and interactive viewing elements. The approach reflects a broader industry shift, where streaming platforms are borrowing cues from social media to stay relevant in an increasingly crowded market.
The stakes are high. In the first quarter of 2026, Paramount accounted for just 2 percent of global app-based streaming, trailing rivals such as Netflix, HBO Max and Peacock, according to data cited by Reuters. Even a potential combination with Warner Bros Discovery would only place it fourth in the streaming rankings.
Meanwhile, YouTube, owned by Google, continues to dominate the mobile video space, boasting user numbers far ahead of Paramount+. This gap has pushed traditional studios to rethink how audiences discover and consume content.
Industry insiders suggest Paramount could go further by experimenting with micro dramas or tapping digital creators to draw in younger viewers. Rivals are already moving in that direction. Netflix is investing in video podcasts featuring names like Pete Davidson, Michael Irvin and Brian Williams, while Amazon has teamed up with Jimmy Donaldson for a reality series.
There are also hints of potential collaboration with TikTok, given shared links to Larry Ellison of Oracle, though both companies have said no formal agreement exists.
The revamp is part of a wider overhaul of Paramount’s streaming operations, including both Paramount+ and Pluto TV, as the company looks to sharpen its competitive edge.
In a market where attention spans are shrinking, Paramount’s latest move signals a clear pivot. If viewers will not come to long-form content, the strategy suggests, then perhaps the content must first meet them in short bursts.
