iWorld
OTT leads over TV on brand discussions among viewers: Study
MUMBAI: A study by the Interactive Advertising Bureau (IAB), a US-based not-for-profit research company, has found that 56 per cent of people who co-view OTT talk about the brands they see while viewing content on TV screens. Co-viewing is the act of watching with others. On TV it is 50 per cent. The survey was conducted on viewers aged 13-64 in the US.
According to the study titled The OTT Co-Viewing Experience: 2017, 93 per cent of people co-view on TV through platforms such as OTT, linear TV, VOD, and DVR. This if followed by computer at 55 per cent, smartphones at 49 per cent and tablet at 39 per cent.
OTT has a higher impact than TV when it comes to brand-related awareness. Whether its discussion about brands they see, changing their own or someone else’s mind about a brand, discuss it on social media, make a note to purchase it later, search information online or actually buy it, OTT leads over TV.
Moreover, 64 per cent feel it is fun to watch with others while 69 per cent engage in talks about the video with their partners. 36 per cent of OTT videos are live programmes and the platform also gets people to watch longer format content (more than 30 minutes).
Co-viewing on OTT has younger demographics aged 18-34 years compared to TV co-viewing of 13 to 64. These are the two top mediums for co-viewing in the US. Co-viewing content for OTT is picked collaboratively and the motive is to unwind themselves. It is also most prevalent among spouses (59 per cent on OTT) followed by children (41 per cent on OTT).
Furthermore, 92 per cent of co-viewers pay moderate to full attention to the content while 69 per cent are focused on the ads. The study also found that OTT viewers tend to watch double the amount of ad-supported content than subscription services without ads.
IAB research and impact senior VP Chris Kuist said, “Watching TV has always had an important social component and this has absolutely continued as OTT platforms become ever-more important parts of people’s viewing rituals. This social aspect of biggest screen in the house is powerful and is being amplified on OTT platforms in ways that can greatly benefit marketers.”
iWorld
Meta tests Instagram Plus with stealth features and extended story tools
New paid tier targets everyday users with more control and privacy perks
MUMBAI: Meta appears to be doubling down on subscriptions, quietly testing a new premium tier called Instagram Plus that brings a mix of privacy, control and visibility tools to everyday users of Instagram.
Unlike Meta Verified, which is geared towards creators and businesses, the new offering is aimed squarely at regular users who want a little more control over how they show up and what they see on the platform.
At the heart of Instagram Plus is a rethink of Stories, the app’s most widely used feature. The test introduces the ability to view Stories anonymously, meaning users can watch or preview content without appearing in the viewer list. It also adds “rewatch insights”, allowing users to see how many times their own Stories have been viewed, a metric that has long been a source of curiosity.
There is more. Stories can stay live for up to 48 hours instead of the usual 24, giving posts a longer shelf life. Users can also create multiple audience lists beyond “Close Friends”, making it easier to tailor content for different circles such as work, family or social groups.
For those chasing visibility, a weekly “Story Spotlight” feature lets users push a post to the front of their followers’ feed. Meanwhile, searchable viewer lists make it simpler to track who has seen a Story, and a new “superlike” reaction adds a more animated way to stand out in direct messages.
The feature set may feel familiar to some. Several of these tools have previously existed through third-party workarounds or have been widely requested by users, particularly the ability to browse Stories discreetly.
Pricing for the test is deliberately modest, suggesting a strategy focused on scale. Early trials show subscription costs at roughly $1 to $2 per month in markets such as the Philippines, Mexico and Japan. The feature has not yet rolled out in India, the United States or Europe, though a broader launch later in 2026 is widely expected if the pilot gains traction.
The move reflects a broader shift in Meta’s business model. With digital advertising facing increasing competition and regulatory scrutiny, subscription products offer a more predictable revenue stream. Rivals such as Snapchat Plus have already found success, building a sizeable paying user base with similar premium add-ons.
For Meta, the bet is simple: give users more control, a touch of stealth and a dash of exclusivity, and they may be willing to pay. If the early signs hold, Instagram Plus could turn everyday scrolling into a slightly more curated, and monetised, experience.
