NEW DELHI : Disney+ Hotstar and Amazon Prime Video periodically release episodes for the latest shows, snowdrops and The Marvelous Mrs. Maisel respectively, looking away from the over-surveillance strategy. Last year, while Disney+ Hotstar and Hoichoi were slow to release episodes for local shows like By love (season 2) and Hello 2, FTV (The Viral Fever) also adopted the model for its original Aspirants on YouTube.
Media and marketing pundits said it was a way to maintain interest and curiosity around a property. OTT platform executives believe that serialization works for shows that are thrillers or have a mystery element around them. “We realized from customer feedback that audiences don’t want long-form content dumped on them all at once and want to stay engaged longer, especially if it’s a (popular) franchise” , Soumya Mukherjee, Vice President, Revenue and Strategy of Bengali platform Hoichoi had said in a previous interview.
Additionally, the strategy gives the audience a chance to theorize around the show and generate interest. Deleting all the episodes together causes a sudden surge in conversations and mentions on social media. But spacing them out is likely to gain traction in India as it boosts brand love, generates more conversation points and spikes at regular intervals, especially at a time when it’s difficult to come up with new content every week. .
“The benefit of releasing episodes weekly is that it helps keep discussions around the show going longer,” a Disney+ Hotstar spokesperson said in a previous interview. Viewers speculate, share views and opinions, or even talk about potential plot twists, the person said, adding that since many viewers prefer to watch the binge, for Disney+ Hotstar, it’s a creative decision. and strategic and based on viewer experience, the platform will continue to experiment with both formats.
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