Video Marketing Surpasses Traditional Ad Formats: Short-Form & OTT Growth Drives Consumer Engagement

Introduction

Video marketing has reached a new milestone, with short-form content and over-the-top (OTT) platforms driving a significant shift in consumer engagement. As consumers increasingly turn to platforms like YouTube, Instagram Reels, and Netflix, traditional advertising formats are being outpaced by the demand for video content that is dynamic, engaging, and easily consumable. This transformation is pushing businesses to reconsider their marketing strategies and place a heavier emphasis on video content to capture the attention of today’s digital audience.

The Rise of Short-Form Video Content

Consumer Preference for Bite-Sized Content

Short-form video content has seen explosive growth in recent years, driven by platforms such as TikTok, Instagram Reels, and YouTube Shorts. These platforms have introduced new ways for brands to reach consumers with quick, engaging videos that fit seamlessly into their daily routines. In fact, data shows that consumers are more likely to engage with content that is brief and to the point, with the average user spending more time watching short-form videos than traditional TV ads.

In India, where mobile usage dominates, short-form video has become the preferred medium for entertainment and brand discovery. According to recent surveys, over 80% of Indian internet users consume video content daily, with a significant portion of this being short-form content. This shift has forced brands to adapt, creating videos that are highly engaging, often humorous, and designed for mobile viewing.

Advantages of Short-Form Video for Brands

Short-form video offers several advantages for businesses. The ability to convey a message quickly, along with the potential for viral sharing, makes it a highly effective tool for brand visibility. Additionally, short-form video allows for creative freedom, enabling businesses to experiment with various formats, from product demos to behind-the-scenes glimpses, all while maintaining a casual, authentic tone that resonates with audiences.

For businesses in India, short-form video provides an opportunity to reach younger, mobile-first audiences with localized content that appeals to diverse cultural and regional preferences. This level of personalization and accessibility is crucial in a market as varied as India.

OTT Platforms: The New Frontier of Consumer Engagement

Growth of OTT Content Consumption

While short-form videos are driving engagement on social media, OTT platforms like Netflix, Amazon Prime Video, Disney+ Hotstar, and Sony LIV are becoming central hubs for long-form video content. The rise of OTT services in India has coincided with the decline of traditional TV viewership, particularly among younger generations who prefer on-demand, ad-free content. As of 2025, it is estimated that over 80 million households in India will be subscribed to at least one OTT service, a significant increase from previous years.

OTT platforms provide a unique opportunity for brands to create branded content, host live events, and run targeted advertisements that reach highly engaged viewers. These platforms also offer valuable data on viewer preferences, allowing businesses to tailor their marketing strategies to specific audience segments.

Interactive and Shoppable Content

One of the key benefits of OTT platforms is the integration of interactive and shoppable content. As more brands partner with streaming services, they are able to create content that not only entertains but also allows viewers to make direct purchases. From in-show product placements to clickable ads during a live stream, OTT platforms are evolving to provide brands with new ways to engage consumers in meaningful, transactional ways.

In India, where e-commerce is booming, the ability to purchase products directly through OTT content is becoming a game-changer. Brands can now reach a captive audience, deliver personalized ads, and provide seamless shopping experiences—all within the same viewing session.

The Future of Video Marketing

Personalization at Scale

The key to success in the future of video marketing lies in personalization. As AI and machine learning continue to advance, businesses will have even more opportunities to create tailored video content that resonates with individual users. Personalized video ads, for example, will allow brands to target users based on their browsing behavior, interests, and purchase history, ensuring that every video ad feels relevant and timely.

In India, where consumer preferences vary across regions and languages, video content that speaks to local tastes and cultural nuances will be essential for capturing consumer attention. OTT platforms are already investing heavily in regional content, providing brands with an opportunity to engage with diverse audiences in a way that feels authentic.

Integration of Augmented Reality (AR) and Virtual Reality (VR)

Looking further ahead, the integration of AR and VR into video content is set to revolutionize how consumers interact with brands. Brands will be able to create fully immersive experiences that allow consumers to try products virtually, engage with interactive ads, and even participate in live virtual events. This technological leap will provide an entirely new layer of engagement, further cementing video content as the most powerful tool in digital marketing.

How Businesses Can Leverage Video Marketing

To succeed in this video-first environment, businesses must focus on creating high-quality, engaging content that speaks to the preferences of their target audience. Here’s how businesses can get started:

• Invest in Short-Form Content: Create engaging, bite-sized videos that cater to the short attention spans of today’s digital audience. Platforms like Instagram Reels and YouTube Shorts are ideal for reaching younger consumers with content that is authentic and shareable.
• Leverage OTT Advertising: Partner with OTT platforms to create branded content, targeted ads, and shoppable experiences. OTT’s ability to reach a captive audience in a premium viewing environment makes it an ideal choice for long-form content.
• Personalize Video Content: Use AI-driven tools to create personalized video ads that target specific audience segments based on their preferences and browsing behavior.
• Experiment with Interactive Video: Integrate interactive features like clickable product links, polls, and Q&A sessions to boost engagement and drive conversions.

Frequently Asked Questions

Why is short-form video content so popular in India?

A1: Short-form video content is highly popular in India due to its accessibility, especially on mobile devices. It caters to the growing demand for quick, easily consumable entertainment, and aligns with the fast-paced digital lifestyle of younger consumers.

How can businesses use OTT platforms for advertising?

A2: Businesses can use OTT platforms for advertising by creating branded content, running targeted ads during programming, and integrating shoppable content that allows users to purchase products directly from the streaming platform.

What’s the future of video marketing?

A3: The future of video marketing will be driven by personalized content, the integration of AR/VR technologies, and greater interactivity. As AI continues to improve, brands will be able to deliver highly relevant, tailored video experiences to their audience.

Conclusion

Video marketing is no longer just a supplementary tactic—it is now the centerpiece of successful marketing strategies. With the rise of short-form video and the growth of OTT platforms, businesses have new, powerful ways to engage consumers and drive conversions. As consumers continue to demand personalized, convenient experiences, brands that embrace these trends will be better positioned to capture attention and build loyalty in 2025 and beyond.

If you’re ready to leverage the power of video marketing to elevate your brand’s digital presence, get started with Digilogy today. Our team of experts can help you create compelling video content that resonates with your audience and drives real business results