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

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