OTT platforms struggle to keep viewers engaged as mobile scrolling emerges as a big distraction
Subscribe to enjoy similar stories. 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. With viewers increasingly given to scrolling on smartphones even while they watch OTT content, creators and platforms concede they are battling a stiff competition from smaller, second screens that distract and engage users away from the long-format content that they were watching.
As a result, shows and films need to hook the viewer within the first few minutes, and also veer towards light programming that can be followed while scrolling. No wonder then that dark mysteries and dystopian tales are gradually getting junked, giving way to more slice-of-life dramas or instantly relatable, compelling tales. “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.
This phenomenon reflects the shifting attention spans of viewers and their preference for multi-tasking," said Kaushik Das, founder and CEO of AAO NXT, an Odia language platform. To adapt, the platform has focused on creating content that hooks the audience within the first few minutes, ensuring they remain engaged. “We also prioritize immersive storytelling with compelling visuals and concise narratives, as these are more likely to keep viewers invested, even in a multi-screen environment," Das added.
Content creators have to constantly keep the Reels generation in mind and account for the fact that attention and patience levels are down, director and producer Siddharth P. Malhotra said. “Nobody has time for slow-burn kind of shows
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