Streaming, influencers tie up for ad-led model

The idea is to cater to the youth, while adopting a cost-effective strategy

- Lata Jha

The focus on free advertising video-on-demand (AVoD) content streaming on over-the-top platforms has opened up opportunities for social media influencers. They are increasingly being involved in roles, or working on scripts and production of snackable, short-format content developed on modest budgets.

The shows not only cater to the young demographic favoured by influencers but also adopt a cost-effective strategy, featuring social media personalities instead of mainstream actors. Moreover, comics and influencers infuse their inherent wit and individuality into creating these shows.