Aha Eyes Long-Format Shows to Retain Users

Streaming platforms have started serializing shows, instead of releasing all the episodes of a season in one go

- Lata Jha

Telugu and Tamil video streaming platform aha, owned by film producer Allu Aravind, is eyeing long-format shows, which will drop episodes every week to sustain viewer engagement and retain existing users, at a time when OTT platforms are struggling to acquire paid subscribers.

Aha is also looking at entering a new language market, other than Telugu and Tamil, and is banking on a mix of films bought post-theatrical release, limited series and long-format shows dropping weekly, to be relevant in a market, where it says, all entertainment apps, and not just OTTs, are fighting for the limited time and attention span of users.