GUEST ARTICLE: The future of content consumption in India: 2023 trends

Content-providing mediums have diversified.


Mumbai: Earlier, the patterns of content consumption were not very diverse due to a restricted range of content. With the advent of social media and digital platforms, audiences are now able to engage with both regional & universal content. From watching funny reels on Instagram to binge watching your favourite shows on OTT, content providing mediums have diversified.

As over a billion people will already be having a smartphone by next decade, popular brands all over the world are using visual storytelling as a way of communication. Therefore, it is safe to say that in today’s era of easy internet accessibility and content availability, short-format content shall continue to thrive in 2023.

Rise of video centric storytelling

India has one of the largest audiences for video consumption in the world. Considering it’s important for audiences to get a real life picture of a product and messaging, video is perhaps the most effective tool. Today, over 50 per cent brands have been actively engaging in communication involving the use of visual storytelling as no other medium can subtly engage human senses the same way a video does. Therefore, it is safe to believe that video as a marketing tool won't leave the digital domain any time soon.

Within the video ecosystem, the audience has parallely consumed content, both shorter and longer in duration. The idea that content shorter in duration is more convenient and comforting seemed correct with the advent of short-form video features, such as Instagram reels.

Evolution of short format content

Due to the launch of digital platforms and content providing applications in the past few years, the content available was huge in amount. This indeed decreased the attention span of the audience, thereby influencing them to engage with short format content for comfort and convenience. With over 50 million users already engaging with short format content, it is for content makers to weave new trends with the use of existing formats preferred by the audience. Considering the dynamic nature of our audiences, it won't be a surprise if the audience demands the merge of both formats, i.e. long and short format content in 2023, perhaps a series of mobile content.

From a long term perspective, building an intellectual property rather than a standalone short content seems beneficial for both the entities, the content maker as well as the audience. With seven out of yen smartphones having some short video app, it is clear that mobile content is one of the most upcoming trends to look forward to.

The author of this article is Natak Pictures founder Rahul Bhatnagar.

Latest Reads

IDPL announces the rollout of TECHLUSIVE.in

Mumbai: The Internet is a vast ocean made up of cluttered sources of information. Finding the right information in a comprehensive manner is a challenge to users. Once you find the information its credibility and bias is a big question. Enter TECHLUSIVE.in, the new technology platform from India’s...

iWorld Over The Top Services
Kapil Rathee elevated to co-founder of Junglee Games

Mumbai: Junglee Games has announced the elevation of Kapil Rathee to the position of co-founder. The elevation recognizes Rathee’s exceptional contribution to the business as he continues to be an integral part of the company’s executive leadership team.

iWorld Over The Top Services
OTTplay to host the first edition of OTTplay Changemaker Awards, 2023

Mumbai: OTTplay, India's first AI-powered one-stop destination for streaming, content, reviews, and recommendations, is all set to divulge the first edition of the OTTplay Changemakers Award, on 26 March 2023, at the JW Marriott in Mumbai. This will be a marquee event that will honor and celebrate...

iWorld Over The Top Services
disguise announces collaboration with NVIDIA

Mumbai: disguise has announced a new collaboration with NVIDIA to integrate the NVIDIA Omniverse platform with disguise’s platform for immersive experiences. Creatives will soon be able to connect their preferred digital content creation (DCC) tools, like Maya, Cinema 4D, 3ds Max and more, in a...

iWorld Over The Top Services
Sony Music Entertainment India appoints Vinit Thakkar as new MD

Sony Music Entertainment India (SME) has announced the appointment of Vinit Thakkar as managing director of the company.

iWorld eNews
coto and Collective Artists Network team up to empower women through tokenised reward program - coto Gains

Mumbai: In the digital landscape, creators have a powerful impact and influence on people worldwide. Women, in particular, are carving out a unique niche but are yet to receive their due recognition. coto is committed towards building a safe and free social community platform for women based on...

iWorld Over The Top Services
Zee5 celebrates the success of its Tamil content

Zee5 is celebrating the success of its marquee, original Tamil content lineup, which includes titles such as ‘Vilangu’, Ayali’and ‘Paper Rocket’.

iWorld Over The Top Services
Victor Tango partners with NewsLaundry for research based dramatic series for OTT platforms

Victor Tango Entertainment and NewsLaundry have collaborated to produce compelling, credible, and investigative stories based on facts and extensive research.

iWorld Over The Top Services
Wings joins forces with Orangutan

Mumbai: Orangutan announces Wings as their official audio partner. This comes as an homage to all the #ApeArmy fans. This collaboration embodies power, tenacity, and fierce aggression, traits the #ApeArmy stand by. The team-up with Wings symbolizes the true spirit of Orangutan in the gaming...

iWorld Over The Top Services