Across the world, the way people watch content is constantly evolving. New trends are reshaping viewing patterns, from binge-worthy multi-season dramas that inspire long conversations to global blockbuster films releasing directly on streaming platforms to short snackable clips that audiences dip into between tasks. Streaming today isn’t defined by a single format, but by a spectrum of choices. 

Indian viewers mirror global trends but with a uniquely structured rhythm. According to YouGov’s 2024 Media Morph report, 97% of urban Indians prefer watching OTT content during dinner time, and 74% do so with family. This shows that while ambient or passive viewing is present, the timing and context of content discovery matter greatly in India. 

Indian audiences are highly flexible when it comes to formats. They watch a mix of short videos, series episodes, and full-length films, often in the same week. Content discovery and engagement often differ across formats and times of the day. Short videos, discovered through algorithmic feeds and in-app recommendations, fit naturally into commutes or tea breaks. Episodic series, on the other hand, travel via peer recommendations, social chatter, or platform-led campaigns and are usually saved for evenings when viewers can sink in. Feature films or long-form originals become weekend picks when families and groups watch together. According to Redseer 2024, non-metro consumers drive 63% of India’s short-form video engagement, underscoring how discovery, context, and accessibility shape viewing choices. 

In other words, attention may be split, but emotional investment remains strong. 

This is partly because of India’s deep-rooted storytelling culture. Audiences here are drawn to characters they can connect with and stories that mirror their own lives. I remember watching Tripling, a story of siblings navigating life, relationships, and everyday India. What kept me hooked wasn’t scale but the relatable struggles and conversations. That emotional pull is what makes viewers return. Whether it is a small-town drama, a coming-of-age journey, or a layered family narrative, viewers stay with stories that feel real. Binge-watching is not just about convenience; it reflects how deeply someone resonates with what is playing on screen. 

Regional entertainment has taken this connection even further. FICCI-EY 2024 reports that regional content now accounts for approximately 50% of OTT supply and demand, 

up from 27% in 2020. Their strength lies in familiarity; settings, dialects, and cultural cues that feel personal. People are more likely to stick with a show if it speaks their language in more ways than one. This is especially true outside the metros, where language comfort strongly influences viewing choices. 

Think of how a Kannada family drama like Ayyana Mane, exploring intergenerational bonds, or a Bengali original like Shikarpur, blending crime with small-town quirks, connects deeply with local audiences while also drawing viewers from other regions. Similarly, a Telugu thriller such as Sankranthiki Vasthunam or a Marathi drama like Baai Tujhyapayi demonstrates how regional storytelling can travel across geographies when rooted in universal emotion. 

This platform fluidity extends beyond originals to television titles as well. 

Local stories like Bakaiti resonated strongly with audiences in Ghaziabad and surrounding towns, while a movie like Mrs., which explored gender roles within an urban marriage, struck a chord with younger working women across metros. 

Family viewing adds another dimension to this, as audiences move fluidly between watching alone and watching together. Parents and children, couples, and even extended families continue to gather around a single screen, making co-viewing a defining habit. The rise of connected devices has only strengthened this behaviour, creating more flexible viewing patterns. According to Ormax (2024), 36% of urban SVOD audiences stream via connected TVs, and two-thirds co-view with family. GroupM reports a 117% growth in connected TV devices between 2022 and 2023. This isn’t just about what we watch but how we watch. The living room remains central, with connected TVs fuelling co-viewing habits. 

This cultural context directly impacts how platforms and creators should approach storytelling. It is no longer enough to decide between short and long formats. What matters more is how a story makes the viewer feel. For example, one such piece of content that moved me was a five-minute film where a father and daughter share a meal after years of estrangement. The brevity did not reduce its impact; if anything, it made the emotion sharper. India’s streaming landscape is already diverse. The same viewer who watches a short-form video during the day may sit down for a family drama at night. The challenge is not about choosing one format over another. It is about crafting stories that can travel across formats while staying culturally and emotionally rooted. 

This balance of variety and depth is what sets the Indian audience apart. In a world where attention is increasingly fragmented, the Indian viewer still shows a willingness to pause for stories that matter. They aren’t just scrolling; they’re searching for stories that resonate. And when a story connects, they don’t just watch; they return, talk about it, and share it. That kind of engagement can’t be manufactured. It has to be earned. In India, it still belongs to stories that move you. 

(The author is chief content officer, Zee Entertainment Enterprises Ltd. Views are personal.)