iWorld
Short videos drive over 47 per cent consumer choices: ShareChat & Moj Report
Mumbai: As the festive fervour sweeps across India, a notable shift in consumer behaviour is being observed with almost half of (47 per cent) of Indian consumers being influenced by short-form videos while making their purchases, cities “Short Form Big Impact: Festive Blueprint”, a report by social media platforms ShareChat & Moj.
Short-form videos have become a staple in the daily lives of Indian consumers as 81 per cent consumers actively watch bite-sized form of content. Increasingly influential among consumers aged 25-44, almost 50 per cent of them base their purchase decisions on the content they consume on short video platforms.
Key Highlights
● Influence of Short videos: The more India watches short-form videos, the more its purchase decisions are influenced by them. 59% of those who watch more than 60 minutes make purchase decisions based on short-form videos.
● Native language supremacy: 86% of India wants content in their regional language, with 84% finding content in their regional languages more relatable and trustworthy. 45% of India makes purchases based on videos from creators in their native language.
● Rise of micro influencers: In Tier 3 cities, purchase decisions are most influenced by creator-led videos. 70 per cent of creators create more content around and during festivals, with 79 per cent of them garnering an increase in user engagement on creator-led content.
● Festive must-haves: The top trending choices for consumers are clothing, home decor and gifts, followed by beauty, food and electronics.
● Brand affinity: Around 34 per cent of shoppers are open to exploring new brands, making this a key moment for brands to shine. In the West, 39 per cent of Indians are ready to experiment with new brands, showing a strong sense of curiosity. On the other hand, the South showcases brand loyalty, with 68% preferring their trusted favourites.
“We are living in a transformative era where short videos are driving purchase decisions for most of the Indians. As India gears up for the festive season, platforms like ShareChat and Moj offer brands a unique opportunity to engage with consumers in a meaningful way and drive authentic connections. By leveraging the power of short-form content, regional language preferences, and trusted creators, brands can optimise their impact and drive significant sales.”
“In this new shopping landscape, that has shifted majorly from traditional means to the consumers’ fingertips, we are proud to be acting as a bridge between consumers and brands. Brands have continued to receive returns through platforms such as ours, with a deep understanding of culture and language, fueled by creativity and strong strategic solutions adapting to evolving needs of today’s consumer.” said ShareChat and Moj chief business officer Gaurav Jain.
Short videos have become a key factor in shaping consumer behavior in India, evolving from brief moments of scrolling to capturing a significant portion of India’s daily screen time. Nearly 50 per cent of Indians watch short-form videos for more than 30 minutes a day, with 29 per cent spending more than 60 minutes a day, with women for both. The more time India spends on these videos, the more they shape decisions—showing the unexplored potential of short-form content. Short-form videos are not just a metro or Tier 1 phenomenon—they have a widespread influence across all regions. Moreover, purchase decisions in Tier 3 cities are more influenced by short-form videos, with 49% making decisions based on them, compared to an average of 45.7 per cent in other regions.
The survey encompassed insights from 6,000 users and 100 creators on ShareChat and Moj platforms, aiming to comprehend their festive activities, language preferences, and relationships with regional creators It encompassed people from diverse backgrounds and helped pinpoint a significant trend—the profoundness of short-form videos in swaying consumer behaviour. To access the full report, please visit https://ads.sharechat.com/research-and-insights/short-form-big-impact-festive-blueprint
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
