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: 


Q3 2017 Video Index: Global sports viewing preference starts with mobile
Video Index, Mobile, Live sports
Q3 2017 Video Index: Global sports viewing preference starts with mobile
Dec 13 2017 8:00 AM

Video plays on mobile devices continue to increase and Ooyala is forecasting that, by the middle of 2018, more than 60% of all video starts will occur on mobile devices.

The Q3 2017 edition of Ooyala’s Global Video Index (you can download it here) showed the share of smartphone and tablet video plays increased for the 24th consecutive quarter, making up more than 58% of all starts, a record.

LatAM, SVOD, Mobile
Latin America seeing golden age of TV in form of SVOD
Aug 22 2017 7:30 AM

Globally, subscription video on-demand (SVOD) is on a rocket trajectory and Latin America is deeply in the mix. While Netflix, Amazon and Hulu have been the leaders of subscription video on-demand growth, an increasing array of subscription services – there are more than 100 in the U.S. and Canada alone – are seeing fast subscriber growth and adoption across demographic groups.

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.