iWorld
TV relevant for streamers too finds survey
MUMBAI: The growth of video streaming is beyond question as streaming devices are easier options for viewers to explore various chunks of content. However, streamers in various parts of US also have a bonding with traditional TV according to a report from Nielsen local watch report.
93 per cent of streamers watched traditional TV on a typical day. The 7 per cent of the streaming viewer of the age group 25-54 streamed exclusively while 47 per cent of them watched only traditional TV on a typical day. Rest 46 per cent consumed a mix of traditional TV and streaming.
In Detroit 53 per cent watch only traditional TV, while 39 per cent use a mix of both traditional TV and streaming devices. Eight per cent use only a streaming device in a typical day. The statistic varies in Portland where 41 per cent of streamers watch only traditional TV in an average day, with 12 per cent only using a streaming device to view content. 46 per cent use a combination of traditional TV and a streaming device in an average day.
A huge number i.e., over 65 million US homes have an enabled device capable of streaming content to the TV as of last November. However, the OTT-savvy homes are more from urban areas. On the other hand, mid-size markets are showing more growth. Young affluent audience also has more inclination towards streaming devices. Homes, where the head of house is less than 35 years old, are 34 per cent more likely to have a streaming device than the average home. While this age group accounts for 20 per cent of streaming device owners, the age group of 25-54 comprise 44 per cent, and age group of 55+ make up 36 per cent.
Like India, US viewers also have an affinity towards local media. 91 per cent of streaming device owners access local media on TV or online. 51 per cent access local news through app on mobile devices. 43 per cent have accessed local radio. 40 per cent completely or to some extent agreed to the importance of social media for keeping a track of local information.
The survey reaffirms the importance of broadcast TV for even OTT viewers. Broadcast TV’s charm has not faded in this digital era also.
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.
