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Long-form web originals lag reels and shorts despite rising investment
Mint New Delhi
|September 05, 2025
Premium web originals in India may be witnessing rising investments and volumes, thanks to aggressive bets by video streaming platforms, but long-format content remains a niche category.
According to media consulting firm Ormax, Criminal Justice: A Family Matter, the most viewed long-format web original in the first half of 2025, clocked in a viewership of only 27.7 million.
In comparison, online video viewers increased 3% (15 million) in 2024 to reach 551 million, which is around 98% of active smartphones, according to a Ficci EY report.
Total time spent on social media and video consumption rose 18% last year, with YouTube dominating the space, capturing 92% of all online video consumption. Premium platforms—comprising AVOD or advertising video-on-demand, SVOD (subscription video-on-demand) services and freemium—accounted for the remaining 8%.
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