For the last couple of weeks, I have been trying to make some sense of the hyper-expansive world of entertainment, infotainment, edutainment and whatever-you-want-to-call-it-next-tainment. But it seems that technological advancements and perpetually shifting audience preferences are driving change in ways that are a rare combination of evolution and revolution. Something that content creators are aggressively manifesting. What is rarer is that an unprecedented degree of digital customisation is also making sure that people are tuned in and watching.

And it begins with a roster of platforms that shape the way we consume the world around us. For starters, consider OTT platforms like Netflix, Prime Video and local players like Tapmad, Tamasha, Zee5 and that funny-named thing by Mobilink (I mean, Jazz…). They offer a blend of international and local content that adjusts (through sheer volume of choice) to individual tastes. Some succeed in content-specific superiority, like Tamasha, which has gained popularity for live sports streaming, including cricket – a major draw for Pakistanis everywhere.

Follow this with social media platforms for short-form content like TikTok, Instagram Reels and YouTube Shorts, where younger audiences are given even more reason to doom-scroll. Local creators are leveraging these platforms for bite-sized, snackable content that resonates with their audience’s bite-sized attention spans.

Funnily enough, this trend has even prompted large, traditional media outlets to migrate to developing their own edited-down and/or short-form content to stay relevant.

Moreover, Pakistanis are listening more. At long last, the podcasting boom has reached our shores with platforms like Apple Podcasts and YouTube Music and, potentially, Spotify, to name a few. Podcasts cover a wide range of topics, from Pakistan’s unique brand of ‘politicotainment’ (that’s not a word, by the way) to pop culture. Anyone with a point of view can hit the ground running in practically no time at all, given the budget-friendly nature of podcasts. The format allows creators to engage intimately with audiences in a space where storytelling and broader discussions are designed for deeper understanding.

Lastly, the demand for more spontaneous interaction has spawned live streaming platforms like Facebook Live, YouTube Live and Instagram Live, allowing creators real-time engagement with their audience, who, in turn, feel a greater sense of kinship and community – all the while fostering a sense of belonging.

What makes these developments exciting is their influence on traditional platforms like television, which are now investing in digital platforms.

Take networks like ARY Digital or Geo Entertainment that now offer online streaming and catch-up services so that viewers can watch shows on their terms anywhere in the world. This shift not only attracts a younger demographic, it also provides advertisers with more data-driven insights (which, as we all know, they love unnecessarily much).

Or take platforms adopting hybrid models that combine traditional broadcasting with digital streaming. I heard that PTV might be exploring ways to integrate its programming with online platforms, ensuring even wider access and engagement. This means that traditional platforms are adding features that focus on user experience designed to personalise content recommendations, multi-language support and interactive elements so that diverse audiences across Pakistan can access more content in more engaging and effortless ways.

All this opens up four unique implications for content creators:

1. They have never had a suite of such diverse opportunities where their content can be showcased across multiple platforms, long- or short-form, from streaming services to abbreviated clips on social media.

2. They have never had more ways to monetise their work. Creators can explore sponsorships, product placements, affiliate marketing and brand partnerships. Moreover, if you stick around long enough, YouTube and TikTok will even offer creators ad revenue sharing so that they can earn from what they burn.

3. They have never had a window into changing preferences like this before. Given the architecture of different platforms, creators can adjust and manufacture their content according to the requirements of the format that will host them so that their work resonates best with the audience they seek to inspire.

4. They have never had a better time to build a following given the interactive nature of modern platforms, where creators can actively engage through comments, feedback, live sessions and social media interactions that all foster a sense of connection and community.

Faraz Maqsood Hamidi is CCO and CEO, The D’Hamidi Partnership, a worldwide partner agency of WPI.