The Rise of Short-Form Content in OTT Platforms

Short-Form Content

Short-form content is typically defined as videos that last anywhere from a few seconds to about 15 minutes. They can be tutorials, highlights, or entertaining skits, and this format has been gaining traction since around 2016 with the rise of apps like Vine and later TikTok. By 2023, big streaming platforms like Netflix and YouTube were beginning to experiment with shorter clips because it was becoming clear that they actually kept users hooked longer overall.

For viewers, the convenience is a big draw. They can watch these clips on mobile devices during commutes or breaks without committing to hour-long episodes. For creators, producing these videos requires a lot less time and fewer resources than full-length shows. It can be a win-win, if you do it right.

Why Short-Form OTT Content Is Surging

First, attention spans have shortened as more of today's adults have grown up with constant digital distraction. Studies show the average viewer now loses interest after just eight seconds. For the content creator, this means that starting with a strong hook is essential.

Second, algorithms on the major platforms are beginning to prioritize content that encourages quick watches and shares. That means short-form visibility is higher than it was just a few years ago. Mobile viewing plays a huge role too. Over 70% of video consumption now happens on smartphones. OTT services have adapted by integrating short clips into their apps, often as previews or standalone sections, and if you're a content creator, you'll want to test vertical filming to match this trend.

Finally, competition from social media is driving things, as well, and forcing OTT platforms to innovate. Users now expect bite-sized options as well as longer series. And if they can't get that from you, they'll be spending their time on social media where they can.

Creating Effective Short-Form Videos

Start with a clear goal for each video. Ask yourself, What one idea do I want to convey? If you try to stuff in too many concepts, your video will either run long or be unfocused. Outline a script that has an interesting hook, a clear main point, and then a call to action.

Focus on quality visuals and audio, and use natural lighting and a stable setup so you don't get shaky footage. Add subtitles so viewers can watch silently in an office breakroom or on a bus. Engage your viewers early by, for example, posing a question or showing a surprising fact in the first few seconds. Finally, end with a prompt, like "Comment below if this helped." When editing, remember that the goal is to keep it tight, so remove the filler words ("ah, um, so, like") and unnecessary pauses.

To get started with your own streaming solutions and get help in integrating short-form content to your platform, visit Lightcast.com today and request a demo.