• by Wayne Friedman , February 6, 2025

YouTube continues to make gains on all video consumption -- especially in long-form content 30 minutes and longer.

Seventy-three percent of all YouTube viewing time of content now is a half hour or more -- up 8 percentage points from a year ago, according to Digital i, a streaming analytics firm, with 27% of viewing time devoted to video 30 minutes or less in duration.

These results came from a July-October 2024 reading of the marketplace.

The biggest improvement was seen with 18- to-24-year-olds, where 79% of content viewed by this group on mobile devices was long-form content-- up from 58% a year ago.

This younger demographic spent an average of 2.7 hours a day on YouTube between July and October 2024, watching an average of 25 videos a day of all duration lengths.

Growth in long-term video viewing on YouTube has also been steadily higher over the past two years. In October 2023, long-term video was at a 65% share.

Earlier this week, Google-owned YouTube disclosed that its recent quarterly advertising revenue was up 14% to $10.5 billion.

The most recent Nielsen monthly reading of Total TV and Streaming shows YouTube with a commanding 11.1% share.