A year ago, streaming for the average Indian meant a video on YouTube. That was primarily because the home brew content creators like AIB, TVF, etc., made short format videos and uploaded it on their YouTube channels. Then came the viral videos by the likes of Bhuvan Bam and others. Even as TVF went on to make web series, there’s buzz now that Amazon Prime is looking at creating videos that have a duration under fifteen minutes.
This is good news for the audience, but it will muddy the waters for content creators. Most of them are comfortable with uploading their short format videos on YouTube and make bigger shows with Amazon Prime or other streaming platforms in tow. With this, Amazon Prime will also be directing competing with YouTube, which is still the original platform for viral stars – notwithstanding the 75 million audience addition to TikTok, which was previously Musically. ErosNow recently launched their Quickies format, a miniseries with each episode having a duration under ten minutes.