While consumers are increasingly devouring TV shows and movies online and via over-the-top options, they’re also still gobbling up snack-size programming.
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.
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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.