New Delhi, Jan. 16 -- Long-format content is finding an unlikely coexistence amid the shrinking attention spans of the mobile era, with television.

Connected TVs are gradually shifting viewership from handheld devices to larger screens, prompting creators and platforms like YouTube and MX Player to produce engaging vlogs, podcasts, movies, and web shows in the 4K format suitable for the bigger screen.

Internet-enabled TV reaches over 75 million adults in India, according to data from YouTube. Over 50% of watch time in India is spent on content longer than 21 minutes.

"Connected TV (CTV) has consistently been our fastest-growing screen in India, and its impact on the digital ecosystem is profound," said Gunjan Soni, managing director of...