Even as viewing habits evolve and digital platforms continue to grow, television remains a strong medium. Actor Ashnoor Kaur believes that while formats are changing, television still plays an important role in how audiences across India consume content.
Having started her journey as a child actor and most recently appearing on Bigg Boss 18, Ashnoor has closely witnessed how audience preferences have transformed over the years.
How the Digital Age Has Changed Viewing Habits
To begin with, Ashnoor highlights that audiences today consume content very differently. Television shows are no longer limited to TV screens. Instead, viewers now watch content anytime and anywhere.
Moreover, most General Entertainment Channels (GECs) now have a strong OTT presence. For example, shows from Star Plus are available on JioHotstar. Similarly, content from Viacom18 was earlier streamed on Voot.
As a result, content has become more accessible than ever. In fact, Ashnoor notes that Gen Z audiences now watch daily soaps while travelling, often directly on their phones. Earlier, this kind of viewing behaviour was uncommon.
Television Continues to Hold Strong Relevance
However, despite the rise of OTT platforms, Ashnoor believes television still enjoys a loyal audience base. While fixed-time viewing has evolved, television continues to remain deeply rooted in many households.
Additionally, she points out that television remains highly relevant in Tier 2 cities and smaller markets. For many families, watching television is still a part of their daily routine.
Therefore, Ashnoor emphasises that television caters to a distinct audience segment. Even as formats evolve, she believes the medium will continue to stay relevant in the years ahead.
Shorter Attention Spans Create New Challenges
At the same time, Ashnoor also discussed the impact of social media and short-form content. According to her, attention spans have reduced significantly in recent years.
Consequently, creators now face greater challenges in capturing viewers’ interest. With an overflow of content across platforms, having a strong hook at the beginning of videos has become essential.
Furthermore, she explains that while content supply has increased, demand remains limited. Because of this, finding a niche and targeting the right audience has become more important than ever.
Content Knows No Boundaries
Meanwhile, Ashnoor also spoke about how content today travels beyond geographical boundaries. She shared her views during discussions around Content India 2026, organised by Dish TV India.
According to her, such events act as a melting pot of global ideas. Creators from across the world come together to exchange insights and explore the future of entertainment.
Ultimately, Ashnoor believes that content connects everyone. Whether through television, films, or digital platforms, compelling storytelling continues to attract audiences everywhere.
