OTT platforms struggle to keep viewers engaged as mobile scrolling emerges as a big distraction

Reels and other short and slick content on smartphones are fast emerging as a formidable challenger to streaming platforms as they compete for a larger slice of the attention economy. “We’ve observed a growing trend of audiences engaging with second screens, scrolling through Reels or short-form content on mobile devices, while consuming OTT content. To be sure, audiences increasingly scrolling through their phones and consuming short-form content, while simultaneously watching longer-form content on OTTs, signify a shift towards a more fragmented viewing experience where people readily switch between different content formats based on their immediate needs and attention span. Rajat Agrawal, chief operating officer, Ultra Media & Entertainment Group, said the rise of short-form content is largely attributed to shorter attention spans, particularly among younger generations, who prefer quick, bite-sized entertainment readily available on their phones. Though it’s too early to make definitive predictions about the future of short-form content in India, genres like high-impact dramas and young adult love stories show potential to resonate with audiences, he added.