The way people consume this content is unique. While YouTube is the "School of Life" for DIYs and long-form documentaries, and YouTube Shorts are dominating the quick-hit niches—like "How to tie a turban" or "10 things you should never say to an Indian mother."

The term "MMS" (Multimedia Messaging Service) is historically used in the region to describe mobile videos that go viral through direct messaging and social media. Content Strategy for Viral Desi Videos