Watching Whatever Is On: Freedom To Not Make a Choice.
How always on streams are filling a major content gap, and why it makes sense for both the consumer and producer.
The exponential rise of OTT platforms killed the traditional television. We all ditched the cable TV and moved to web-based content consumption. On-demand content meant no waiting for your favorite episodes to air on TV.
In the middle of all the high-quality content on streaming apps, and endless scroll feed on social media, there is a surprisingly niche format of content delivery rising through the noise. Multiple content production companies are launching 24x7 running content loops. Let’s take a deep dive and see why it matters, who is in the game, and who’s still hesitant.
The Rise of 24x7 Content Streams: Who’re the players?
The 24x7 content streams across the different genres of content. There are many always on streams on Twitch, YouTube, and even some streaming services have been jumping on to the trend.
Recently, JioHotstar started a few 24x7 streams of IPL highlights. There are separate feeds showing best matches of certain teams, close encounters, and individual performances. Similar to JioHotstar, TennisTV the proprietary streaming service of the men’s ATP Tour plays classic matches exclusively for TennisTV subscribers.
Red Bull, the energy drink company has been a pioneer in content marketing. They tend to associate themselves with stories that aligns with brand’s values. The Red Bull TV app has dedicated content streams showing well-produced documentaries across various adventure sports.
Media organization Business Insider has started live content loop of its own documentaries, explainers and shows on their YouTube channel. World’s biggest YouTube creator at a time PewDiePie, has a library of over 4,000 videos, which are now streamed continuously on Twitch. Something his fans referred to as ‘unlimited money glitch’.
The Market Gap
So who is this content loops for? What problem do these streams solve in the world where the market is more saturated than ever?
Analysis Paralysis: The problem to choose a title from the wide streaming libraries has been a widely discussed over social media. Random content loops solve that problem by taking away users; burden to make a choice. This especially works when a viewer is just looking for quick low commitment entertainment, often while having a meal or doing other chores.
Second-screen entertainment: In this day and age of social media, reduced attention span, and dopamine deficiency has been widely discussed. These live streams take advantage of this problem by positioning themselves as the comforting background noise. So while the users game on their PC, or scroll social media, a second screen elevates the experience in the moments of boredom. It is similar reading the newspaper while the radio plays in the background.
It’s good business
Turns out, brands have plenty of good reasons to do it.
Platform Retention: Passive streaming becomes a good way to keep the user on the platform. In case of TennisTV, making the streaming a habitual part of someone’s routine means they’ll likely keep their subscription on the off season.
Monetizing and Distribution of Archive Content: In a 24x7 loop the content might find a way to its audience that would otherwise be lost in the ocean of recommendations.
Future Implementations: A stream of archives running in loop can be used as a data point to understand re-watchable and comfort content. This could assist the content producer to make more similar content in the future. In 2022, DisneyXD started the 24x7 mega stream of season 1 of Phineas and Ferb. Along with other factors, the positive response the stream led to revival of the show in 2025 with a new season after 11 years.
Why We Don't See Netflix or Prime Doing This?
Full ownership of the content: All of the above discussed examples have one thing in common. All of them own content rich intellectual properties. Netflix often doesn’t fully own the shows it hosts. Even many Originals are co-produced with external studios
Face of on-demand: Major streaming giants have put in major work to brand themselves better than TV. They want their audience to be intentional with their choice of content. A 24x7 loop feels too close to the passive cable-TV experience they spent years distancing from.
Fear of falling back to the TV model: The major reason behind the WGA's writer's strike was that writers on TV get paid regularly for every re-run of the show but contracts on streaming exclusive shows are very short-term. If Netflix on its will started re-running certain titles, it could prove to land them in controversies.
Conclusion
The dominance of on-demand streaming services created the gap for passive consumption. 24x7 streams are background friendly, low pressure, and oddly comforting. More importantly, it fills the gap that short-form algorithmic content wasn't fulfilling. This led to the rise of an oddly specific format of content consumption. Something that streaming giants haven't quite caught on to yet.