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.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
