Archive · 4 Sep 2025
Long-Form Streaming Struggles in India Amidst Short-Form Popularity
Streaming platforms in India are investing in long-form shows, but not many people watch them.
Short videos on platforms like Instagram and Facebook are very popular because they are easy to watch.
Also, big sports events like the IPL draw a massive audience.
Experts say it’s hard for long shows to compete with these quick and easy entertainment options, and many viewers don't want to invest a lot of time in watching series.
However, they believe marketing and regional content will help attract more viewers to streaming.
Long-form web originals are a niche category in India despite investment.
Short-form content on social media and sports events competes with long-form content.
Young audiences prefer shorter, easier-to-watch content.
Marketing, relatability and promotions may help in gaining viewership for long-form content.
Paid OTT ecosystem is significantly smaller than traditional TV.
- Who
- Streaming platforms, viewers, and entertainment industry experts
- What
- The challenges faced by long-form content on streaming platforms in India.
- When
- 2024-2025 (data points mentioned)
- Where
- India
- Why
- Short-form content, such as social media and sports, is more popular.
- Online Video Viewers (2024)
- 551 million
- Long-form Show Viewership (Top Show)
- 27.7 million
- Paid OTT Subscriptions
- 130 million (approx.)
- Total Time Spent Increase (Social Media & Video)
- 18%
- Estimated Pay TV Reach
- 800 million people
- Connected TV Homes
- 35-40 million
- IPL Viewers (Jiostar)
- 620 million (approx.)