Binge rules: Streaming finds its new rhythm

MUMBAI: Binge-watching may be a “snack attack”, but at VIDNET 2025, it became a full-course conversation on how India now consumes its stories. Moderator Gayatri Gauri opened the panel with a cheeky probe into personal binge habits, and the discussion quickly revealed a cultural mash-up at play. Aparna Ramachandran, head of digital originals at Balaji Telefilms, confessed she had surrendered to Korean anime. “K-pop and Demon Slayer are my new binge,” she laughed, adding that in an era of mindless scrolling, only emotionally resonant stories truly stay.

Film director Aditya Jambhale, known for Article 370, said bingeing works when a show creates a world you do not want to exit. His latest fix: Black Warrant. For him, the battle is not attention span alone but maintaining craft while adapting to changing viewer habits. “If we surrender to trends entirely, the art will deteriorate,” he said. “Conviction is the only constant.”

Impact Films founder and chief executive Ashwani Sharma admitted he rarely binges because he is constantly reviewing content for acquisition. To him, quick-consumption shows feel like “snacks you forget by the next day”. He noted that competition for eyeballs is fiercer than ever, with release timing, trending titles and even cricket matches influencing viewership. One wrong match-day clash and cinemas go empty.

Aparna highlighted a growing hurdle second-screen behaviour. Viewers watch a show on one device while scrolling reels or shopping on another. “We must find stories that can hold attention even through distractions,” she said. She emphasised the need to back bold pitches that challenge the clutter, citing genre-blending projects that may not fit trends today but could resonate in a year.

The conversation turned to how Indian content travels abroad. Ashwani revealed that niche categories such as LGBTQ stories and films from the North-East see surprising international demand. His new venture, Zeal Media, aims to take strong Indian films to foreign markets, though he believes global content will continue to pour into India in even greater volumes. Hollywood’s India success, he pointed out, has grown from 3 per cent to 12 per cent within eight years.

On future trends, the panel reached an intriguing consensus. Aparna and Aditya stressed that India’s storytelling soul lies in its roots but must be executed with global finesse. Mythology, folklore and hybrid genres will lead the charge. Ashwani predicted that while Indian stories will travel, the bigger wave will be India absorbing more international cinema.

As the session wrapped, one thing stood out India is no longer just bingeing stories, it is blending them. And in this cultural exchange, the audience appetite shows no signs of slowing.