How Digital Media Has Disrupted The Perception Of Content Consumption
The world today is in the midst of a rapid digital revolution where the internet has a tremendous impact on diverse industries as well as every sphere of our day-to-day lives, right down to the kind of content we watch and how we watch it. A primary reason for this is the evolution of digital media from TV channels to video-on-demand (VOD) or OTT platforms like Netflix, Amazon Prime, Hotstar, and many others. These platforms are providing audiences with viewing flexibility, a varied choice of content and a superior user experience, gradually emerging as a critical entertainment destination in India.
After having led to a drastic shift in how consumers access to content in today's day and age, digital media is also driving consumers to acquire a new taste for entertainment in terms of content and viewing experience. From a new influx of audience who likely never watched content before due to lack of access, to the rise of unconventional preferences for multilingual shows and newer genres, digital media has altered and disrupted the media and entertainment landscape. Outcome? The advent of several trends and factors that, in turn, are giving way to a variety of content consumption changes.
New Devices & Omni-platform content Consumption
As the proliferation of smartphones catapulted digital content to the mainstream in the country, and they transformed into personal media devices, it became easy and convenient for consumers to view content, particularly while commuting.
Audiences found it to be truly beneficial when the rise of digital media also had all screens - be it smart TV, smartphones or tablets - working seamlessly together. What matters now to consumers is how well the content manages to capture their attention as well as the convenience to watch content any time, anywhere.
Content Galore
From genres to languages, there's no dearth of content today, thanks to OTT platforms that offer audience on-demand entertainment. Besides, digital media is seeing content providers experimenting with content like never before across various avenues.
A. New genres
Indian content consumers are diverse while willing to explore and expand their horizons beyond what they generally watch. This has seen new content genres like horror-comedy, supernatural, true crime and even gory shows (as the digital space is comparatively unregulated) being introduced to the mix.
B. Content in varying (short/long) forms
Earlier, the content was created in multiples of 22 minutes to suit TV appointment watching. However, digital media has driven the popularity of content without any duration barriers. As a matter of fact, people are spoilt for choice when it comes to content, and content providers are competing for their audiences’ time with micro-content, short-form series/videos, long-form series and even movies.
C. The influx of new talent
Over the years, several influencers and content creators have gained mass popularity owing to digital media. The growing influence of these celebs is seeing them partner with content players and build offerings for consumers across diverse multimedia platforms. Meanwhile, consumers are also more open to movies and shows that bring along fresh new talent. They have begun to focus on good work instead of good looks, so, as long as there is good content and commendable acting, there will be great viewership.
Acceptance of regional and local content
The growth of Internet users due to low-cost smartphones in Tier I and Tier II cities has in turn promoted a demand for regional language content on digital media. People are also more open to consuming regional content with subtitles/dubbed versions. Following movie adaptations, series adaptations in different languages are here too. Further owing to the OTT boom, regional creators are now getting a pan-India appeal, becoming part of pop culture conversation on a national level.
Access to content from across the globe
It is interesting to note how audiences have developed preferences for shows/movies from beyond borders. A decade ago, there would have been merely a handful of viewers who may have watched Spanish, Korean, French or German shows, because there was no easy access to them back then. But today shows like Money Heist, Narcos, Squid Games, Babylon Berlin etc, have gained raging popularity. Indian audiences have welcomed global content with open arms and the country is seeing a wave in content consumption across languages apart from English, Hindi and other regional languages.
Digital media is touching upon a user-base of number and diversity that was unimaginable before, witnessing an influx of new audiences discovering web series and other types of content. The truth is, digital media has a vital contribution in making things mainstream that was previously not. As per a report from Deloitte, the Internet has been and continues to be a disruptive force impacting distribution and consumption channels for media. Now, large production houses no longer control what audiences get to see and hear; anybody can create and distribute content over the Internet. This is why it is essential to keep in mind these dynamically changing consumer preferences while creating content for entertainment that will be powered further digitally in the future
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