The changing face of streaming - Decoding influencer-driven trends

The recently held SCREENXX Summit and Awards 2023 focused on the theme – ‘Entertainment Unplugged – Streaming and Beyond’. Today, content consumption is becoming screen and device agnostic, which has brought forth new opportunities and challenges. The M&E industry is poised for a future leap with new emerging technologies coming in, as consumer preferences keep changing.

The event saw an engaging panel discussion on ‘The changing face of streaming: Influencer-driven trends’. Chaired by Mansi Zaveri, CEO & Founder, Kidsstoppress.com, the panellists included three prominent content creators from the Indian digital space:

• Bhakti Rawal
• Kanupriya Gupta
• Rohit Sukheja

The three shared their inspiring journey from aspiring actors to becoming established content creators, as well as the challenges that they faced in their journey, their success mantras, and their unique perspectives on content creation.

Taking Calculated Risks

Rohit Sukheja spoke about his transition from being in a traditional job to venturing into content creation. Unlike making a hasty decision, he approached it as a calculated risk. He began experimenting with content creation in October last year, giving himself a few months to assess its viability. The strategy was to produce seven videos every Sunday and upload one video daily for 60 to 90 days.

The initial response from the audience was overwhelming, leading to a remarkable achievement of crossing a million subscribers on YouTube in a short period. This success was a testament to the power of calculated risk-taking.

Breaking Barriers and Embracing Authenticity

Kanupriya Gupta admitted that there was a stigma attached to actors entering the world of content creation. However, the pandemic made her realise the need to seize opportunities rather than wait for traditional acting roles. She realised that content creation offered creative freedom, allowing her to share stories her way. She stressed that acting, whether on a web series or on Instagram, is an expression of one’s talent, and both are valid forms of art.

Challenging the Stereotypes in the Entertainment Industry

Rohit Sukheja noted that there was a time when actors held misconceptions about content creation, considering it beneath them. This perception is gradually changing, with actors recognising the power and relevance of content creation in today’s digital landscape. The shift is driven by the understanding that content creation is a promising avenue for the foreseeable future.

Advice on Discoverability for Aspiring Content Creators

Discoverability has become a significant challenge for content creators as platforms continually evolve, and new ones emerge and some old ones disappear rapidly. The creators emphasised on three crucial elements for success:

• Consistency: Regularly creating and uploading content is vital for building an audience and maintaining visibility.
• Relatability: Crafting content that resonates with the audience leads to higher engagement and sharing.
• Quality: While important, quality is the third factor, with consistency and relatability taking precedence.

Authenticity was also highlighted as an essential component. Faking one’s identity may bring temporary success, but in the long run, authenticity fosters deep connections with the audience.

Navigating the World of Brand Collaborations

The creators shared insights on working with brands. They stressed on the importance of striking a balance between promoting a product and retaining creative freedom. They encouraged creators to be selective about brand collaborations, as overly promotional content can deter viewers. Maintaining authenticity and creative control is vital to building trust with the audience.

Monetising Content Creation

The creators also shed light on monetising their content through brand partnerships. They advised creators to strike a balance between niche content and brand promotion, avoiding overly intrusive ads. They emphasised the importance of creative freedom and being selective with brand collaborations to ensure that authenticity remains intact.

YouTube Vs OTT: A Unique Perspective

The creators compared YouTube content to content on Over-the-Top (OTT) platforms. They highlighted the personal and relatable nature of YouTube content, where creators connect with their audience through their real-life experiences. On YouTube, creators have creative freedom and a more personal connection with their viewers.

In contrast, OTT platforms involve playing scripted characters and adhering to someone else’s vision. While this can be rewarding, it may limit the creative freedom enjoyed by independent content creators. It is crucial for creators to decide whether to embrace these opportunities on OTT platforms while preserving their individuality.

In a world saturated with content creators, the journeys of Bhakti Rawal, Kanupriya Gupta, and Rohit Sukheja serve as inspirational stories of determination and achievement. Their insights offer valuable guidance to aspiring creators seeking to navigate the dynamic landscape of content creation.