Commentary
Short-Form Videos Remain Popular
- by Daisy Whitney , Op-Ed Contributor, October 12, 2016
Indeed, short-form videos are raking in the viewers, according to a new report from Horowitz Research. About 44% of Internet users watch short videos daily, with 76% tuning in weekly. The study of 1,500 Internet users found that only 13% watch a short video less than once a week.
What’s most telling about this data is that the appetite for short videos extends across demographics. The findings came from a survey of consumers 18 and over.
The benefit in short-form videos is that they’re highly shareable, which helps programmers and content creators build a brand across platforms, Horowitz said in the report.
Bear in mind, though, that many consumers are turning to quick clips when they can’t watch TV. About 57% said that’s why they tune into shorter videos -- during moments when TV viewing isn’t feasible. Case in point: about 39% of short-form viewing takes place right before bed, while another 23% occurs during work or school. In many cases, consumers wake up to short video, with 18% watching shortly after they get out of bed.
Music videos reign supreme as the short form video of choice, followed by how-to videos, movie previews, animals videos, then cooking videos. Also popular were comedy skits and TV show clips.
So, I gather that this study found that 89% of Internet users watch at least one short video online weekly. Seems a tad high---but then what can you expect from research that asks a sample of unknowns who may not be representative what they usually do without any specifity---like exactly what did they watch yesterday and when did they watch it? And 57% turn to short form online videos at times when TV viewing isn't feasible. Huh? I guess that means when they are away from home-----but, if that's the case, how can 39% of this activity take place just before going to bed? As for consumers "devouring" TV shows and movies online and "gobbling up" snack-sized video content as well, then' lets be fair, the same consumers must be simply "gorging" themselves silly on regular TV fare, as that's what the meterized studies keep telling us.