Jha pointed out that along with the length of content, the attention span of consumers, and especially on digital, has also decreased. “It has largely been driven by the fact that all these videos serve the purpose of entertainment first, and entertainment is directly correlated to how long the consumer is watching the video. And the person is not interested in watching long form videos,” he added.
Malhotra added how this particular ecosystem has evolved. “There are two different notions here that are at play. One is that there is a certain bias for choosing video that has taken precedence. And brevity has become kind of the norm,” he said. Malhotra also said that short form provides the ability to distribute, repackage, and repurpose the content which plays to the advantage of a marketeer today.
He also however pointed out that at the other end of the spectrum there is a conscious choice when it comes to consumers responding to a content, and then there is a choice of rationale or emotion.
Varghese highlighted how short form content has enabled a lot of creators to express themselves, showcase their talent, and help people who like their storytelling. “Now that has opened a plethora of creators, people, including people like us who are now not shying away from expressing ourselves on video content. To me, that’s the number one phenomenon that we have seen,” he added.
Digital content creator BeYouNick shared how earlier making content was more accessible to just those from the metro cities or the ones with a film background or probably even writers. This today has evolved to individual creators like himself, coming up. “Now what is happening is that because of the short form content, people from all around India, for example any guy sitting at any village can still do it. And he still has an audience, which is fine. So that diversification has been like really well,” he added.
Kaushal spoke about how apart from just the attention span of humans, the demand and supply of content also plays a big role. “I feel that what is at play here is not the attention span, but the demand supply, because there are a lot of people who have the tools to make great videos, or at least add to that,” he said.
(This is an executive summary of the session, and the longer version will be uploaded in the coming days)
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