Short-Form vs. Long-Form Content: Understanding Modern Viewer Preferences

 How have viewers consumed entertainment? The answer: in snippets ranging from 30 seconds to a few hours. As a content creator, the question you should ask is: do viewers prefer short or long content?

 The situation, context, and type of story determine viewers’ preferences.

Short Content

Short content enables the creation and presentation of various forms of entertainment in very little time.

Because of the time constraints of the average viewer, especially those using entertainment apps to pass time on a commute, short content is favored.

Short content can be used to promote an actor or a show. An OTT platform can feature short content to capture viewers’ attention and promote long content.

Long Content

Long content allows content creators to explore several storylines, ideas, and characters in a more detailed and complex manner.

An OTT platform can promote long content by featuring a few programs that illustrate long, intricate storylines.

Viewers Want Choices

Viewers want different things at different times.

Someone may want to watch a number of short videos during their lunch break, but later on sit through an entire movie.

 The best streaming services will be able to support as many different types of content as possible.

What are VODs?

A Video on Demand (VOD) service can offer content in various lengths.

Content can include movies and series of various lengths, documentaries and dramas, and other media.

Providing different content formats can make it easier for users to find what they want to watch based on the time they have available.

Use of Short-Form Content

Short-form content can be used to provide viewers with samples of longer content, or to highlight important parts of events they may not be able to view in their entirety.

A live streaming service can provide clips of an ongoing event.

A sports streaming service can provide highlights or key moments of games.

Recommendations Based on User Data

Using Artificial Intelligence (AI) can allow streaming services to recommend content based on a viewer's preferences.

 An AI streaming service can suggest content based on a viewer's past usage.

For example, a user may only see recommendations for short videos, if they primarily view short content.

Based on recommendations, users can view full length shows and movies.

Other Streaming Options With FAST Channels

A FAST channel platform provides viewers with scheduled, free, advertisement-supported, television content. It may provide an alternative for viewers who do not like to make content selection choices.

INSTEAD OF SEARCHING THROUGH A MEDIA LIBRARY

With FAST channels, users need only choose a channel and listen or watch the content provided.

 A COMBINATION OF THE BEST ASPECTS OF CABLE TELEVISION AND STREAMING MEDIA HAS BEEN ACHIEVED.

Both the Creation and Management of Content (EPGs) and the Analysis of Audience Behavior and Engagement are features of OTT services that are supported by AI and Machine Learning Technologies.

These technologies provide streaming services with the insight needed to understand their audiences, and what types of content, in what formats, and at what times, audiences are likely to engage with.

Through OTT technologies, platforms and services, industries are able to accomplish the mission of providing viewers with content and services in a variety of formats.

An integrated television platform provides a means for end users to consume different types of digital media on a larger screen.

What do Users Prefer?

In the case of digital media, users prefer a blend of different content types and different content lengths.

Users desire control over the content they consume and the means by which they consume it. This control typically is determined by the users' available free time.

How Should the Entertainment Industry Meet Users' Needs?

Entertainment industry firms should view content length in the same manner they view other content characteristics (e.g. genre, release date). Content length should be used in conjunction with other content characteristics to satisfy the end user's need for control and flexibility. Therefore, rather than creating and offering only long or only short content, content and media firms should take a blended approach and use personalization to further help the user find the content most aligned to his/her/their needs