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.