Sajith Sivanandan, who is the CEO of Disney+Hotstar in India, revealed a weird statistic on short-form content consumption in India in the Nikhil Kamath podcast. It is:
Consumers of short form content in India are:
– 75% males
– from Tier 2 and below cities.
I think 2 heuristics explain this:
- Men do not listen well. They don’t! So short attention spans, and thus, inclination towards short form content
- But, men that I have worked with in the metros, they do listen well and ask questions. Which is why, the statistic is tilted towards Tier 2 cities.
What could be the reason for that?
- Perhaps the fact that most men in Tier 2 cities live on survival mode – for no fault of theirs. Just generational travel. So hard skills like “paying attention and listening” are aliens to them.
No blame to anyone – just my explanation (human psychology) to a fact (data).
But data tells a lot about us, and what we want to adhere to, and what we don’t want to.