The disruption in content creation and consumption

Guest Column: Rejo Francis T, Circle Head, Zee Entertainment Enterprises explores what is driving the increasing creation and consumption of content on digital platforms

e4m by Rejo Francis T
Published: Sep 10, 2019 8:44 AM  | 4 min read

I find people consuming content at all places and times…whether it’s on a flight or in a local train, whether I am in Mumbai, Nagpur, Cochin or in Puvathussery. The consumption pattern remains the same. It’s the same whether it’s the idling rickshaw driver or the taxi driver, the local shopkeeper or working executives.

The same is the case with content creation. With everyone having access to smartphones, the amount of local videos and pictures that everyone creates in a day is unbelievable…whether these are shared at a personal level or in groups or come to social media platforms or to video sharing platforms, these are all content getting created.

During the last year’s floods in Kerala, the number of locally created videos that came up in WhatsApp groups and in social platforms were unbelievable. In fact, the content so created was way ahead of the content available in traditional video channels like TV and some of these locally created videos did make it to the various news channels too.

So, what is driving this creation and consumption? Let’s look at some numbers for better understanding

  1. Mobile internet consumption in India has grown from 20cr GB per month in 2016 to 370 cr GB in 2018

  2. Internet users in India have grown from 260mn in 2015 to 627mn in 2019
  3. Time spend by Indians watching videos has increased from 2min per day in 2012 to close to 67minutes in 2019

  4. YouTube is the top video streaming app in India with an average daily time spend of 1hour and 11 minutes daily

  5. There are 200 YouTube creators in India with over 1mn subscribers

  6. YouTube viewership in regional languages has grown from 12.7bn views in 2016 to 67.4mn in Telugu, from 8.2 bn views to 45.5 in Tamil,4.4 bn to 30 bn in Punjabi and from 2.5 bn to 31.4 bn in Bhojpuri

  7. Drop in data prices from about Rs 250 per Gb a few years back to close to Rs 10 in 2019

  8. Availability of voice search option in streaming services like YouTube

  9. Regional content and search options: YouTube home page is now available in 10 languages

 How does all this change the viewing pattern of the viewers?

  1. Intentional Media to Interstitial Media

Intentional Media are the handful of offerings that we plan in advance to experience and then carve out particular chunks of time to enjoy, whereas Interstitial Media is programming we use to fill the spaces in our lives — 10 minutes in a grocery store line or 35 minutes on a train or bus.

You pay the same amount of attention to both types of content, but the intensity of your attention varies due to the differing consumption modes.

In addition, intentional media and interstitial media also keeps changing from person to person depending on their interests

What this is leading to is continuous dilution of long-form premium content for media like sports matches and dramas down to a size that becomes easily digestible Interstitial Media

  1. Interactive Media

While this has been talked about and tried for a while, the growth of internet penetration could finally lead to the creation of interactive media, which could lead to infinite possibilities on each frame leading to the creation of personalised content

The rise and rise of stories

Stories, a vertical media format pioneered by Snapchat and popularised by Instagram, is the first true mobile-native format. Before that, all media formats on mobile were essentially transplants from existing media platforms tweaked into fitting the mobile screen. In contrast, stories are unapologetically mobile, with its insistence on vertical videos, finger doodles, AR filters, and, above all else, a sense of of-the-moment authenticity.

Naturally, as more and more media consumption move towards mobile, it is starting to take over our collective attention, Facebook Stories has announced a 150 million daily active user base while Instagram Stories has over 300 million daily users as of November 2017. Facebook revealed at its F8 conference in May that stories across its properties will soon garner more impressions than News Feed posts as they grew 15 times faster than feeds from Q2 2016 to Q3 2017.

The success stories of Youtube stars like Info Bells’ 38 million subscribers and annual revenue of Rs 10 crore, or Village Food factory in Tamil with 3.1 million subscribers and about Rs 1.2 crores revenue will lead to more and more people chasing their dreams on these mediums

But for me today, we do not have a search option or an app or a remote which helps you scan all mediums of the web for the video content that you want to watch from Facebook to WhatsApp to YouTube and even OTT platforms or Google…

The moment this option gets created, it will totally disrupt content consumption as we have known till now…

Till then…

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube