A PROBLEM OF PLENTY
Over the last 10 years, content on platforms like YouTube, Spotify, and TikTok has exploded due to a combination of user access, creator tools, algorithmic discovery, and monetization models.
The significant change is that this humongous amount of content is tightening the exclusive grip of “the algorithm” as a filter, curator and even creator.
Here’s a general breakdown to give you a sense of size and scale:
– YouTube
Scale: Over 500 hours of video are uploaded every minute (as of 2024).
Shift: Polished long-form content to shorts, live streams, and niche content.
Screening : Algorithms as the all o owerful recommendation engine that drive visibility, even for new creators.
– TikTok
Launched globally in 2018; by 2024, it had over 1 billion active users.
Millions of short-form videos uploaded daily setting the benchmark for snackable, repeatable, and remixable content.
Their “For You” page promotes endless discovery, favoring content quantity and engagement spikes.
– Spotify
Content Boom: Over 5 million podcasts and 100 million+ tracks on the platform
Tools like Spotify for Podcasters enable daily uploads by independent creators.
AI-assisted music creation is accelerating volume (via tools like Boomy, Suno).
WHAT IT ALL MEANS ?
All of this means going further, faster and with shorter legs.
This explosion is thanks to cheap creation tools (smartphones, editing apps, AI) a totally monetised “Attention economy” where more content equals more engagement opportunities with more audience.
The Platform algorithms favour constant uploads.
A boom in global internet access has widened the creator base at a count of ~5 billion smart phones on the planet.
I discuss all this and much more at the 2nd edition of BW Marketing World Momentum Conference 2025 where industry leaders and changemakers share valuable insights on how they are redefining the industry with their creativity and strategic thinking
hashtag#BWMarketingMomentum
followed by hashtag#BWTheMerits Awards 2025!
At Novotel Hotel, Andheri East Mumbai
On May 27, 2025
Annurag Batra l Chetan Mehra
hashtag#MarketingExcellence hashtag#ModernMarketing hashtag#BWMarketingWorld hashtag#BWBusinessworld
