Short-form video continues to gain traction with viewers

By Jim O'Neill on Oct 07 2016 at 8:45 AM

New research shows Millennials may not be the only ones watching an increasing amount of short-form videos. An online survey of consumers 18 and older showed that more than three-quarters (76%) watch short-form videos at least once a week, and nearly half (44%) watch them daily.

Horowitz Research said its survey of nearly 1,500 Internet users found a quarter of users watch “several” times a day, with 20% saying they watched one or two times a day. Only 13% said they watched less than once a week.

“Key to succeeding in today’s environment is creating content that can be packaged up into short-form, shareable content,” said Adriana Waterston, senior vice president of insights and strategy for Horowitz. “What’s exciting are the opportunities short-form creates for audience and brand-building across platforms, whether you’re an up-and-coming YouTube star or an established media player.”

Ooyala’s most recent Global Video Index (Q2 2016) showed that 51% of all video views were on mobile devices, the most common screen used for consuming short-form video under 5 minutes in length.

What has to be concerning for traditional content providers is the increasing number of consumers (23%) who said they watch short-form at times when they used to watch long-form. Overall, 43% of users said they watched short-form video while watching TV.

“Today’s proliferation of screens, streaming, and social media enable viewers to watch television and video at more times than ever before in an expansive market,” says Waterston.

Some 39% of viewing occurs in the evening “right before bed, the report said, with 23% saying they watch during lunch, 19% with friends, 18% after waking up and 10% at work.

The most popular content included:

  • Music videos: 53%
  • How-to videos: 46%
  • Movie previews: 45%
  • Animal videos: 42%
  • Cooking videos: 40%
  • Comedy skits: 33%
  • TV show clips: 32%, and
  • News: 31%.

Stay tuned.

Follow me on Twitter @JimONeillMedia and on LinkedIn

Posted in: 

READ THESE NEXT

Binging is big, small screens’ share rising, original content scores
SVOD, Mobile
Binging is big, small screens’ share rising, original content scores
Mar 23 2017 6:45 AM

Binging is big in the United States; it has been since Netflix first made it possible to watch a season of House of Cards over a long weekend, and that has made it critical for competing – or complimentary – services to assure that their own content is easily discoverable and easily accessible.

AT&T pushing 5G mobile tech to support rapid DirecTV Now expansion
Mobile, Cloud TV, Virtual MVPD
AT&T pushing 5G mobile tech to support rapid DirecTV Now expansion
Jan 05 2017 5:30 AM

Think AT&T is looking at its DirecTV Now as a complementary service to its satellite-delivered DirecTV service or wired service U-verse TV? Think again.

AT&T at CES this week previewed its 5G wireless technology, and said it would begin testing the tech this year with its DirecTV Now service as a major piece of the delivery matrix.

Report: Mobile video mainstreaming with Millennials
Research, Mobile, Millennials
Report: Mobile video mainstreaming with Millennials
Dec 15 2016 11:00 AM

More than 20% of U.S. Millennials watch at least three hours of video each week on the smartphones, with nearly 12% saying they watch more than five hours. And, according to a new report, 53% say they watch at least an hour a week.

Global SVOD subs on track to hit 428M by 2021
SVOD, APAC, Mobile
Global SVOD subs on track to hit 428M by 2021
Dec 12 2016 7:30 AM

Global SVOD revenues are expected to grow nearly 61% to $32.18 billion in 2021 from $20 billion in 2015, a whopping 18X the $1.74 billion seen in 2010, with the APAC region being a key growth driver.

That revenue growth is reflected in strong consumer uptake globally, as the number of SVOD homes is forecast to reach 428 million, up from 248 million at the end of this year and 177 million in 2015, according to Digital TV Research’s Global SVOD Forecasts report.