Short-form video statistics

Published on Sep 29, 2025

Key Statistics

  • YouTube — 39 minutes/day (average UK in-home viewing, 2024).
    Source: Ofcom, Media Nations (2024)

  • YouTube — ~93% of U.S. teens report using the platform.
    Source: Pew Research Center, Teens, Social Media and Technology (2023/2024)

  • TikTok — ~63% of U.S. teens report using TikTok.
    Source: Pew Research Center, Teens, Social Media and Technology (2023/2024)

  • Snapchat — ~60% of U.S. teens; Instagram — ~59% of U.S. teens; Facebook — ~33% of U.S. teens.
    Source: Pew Research Center (Teens 2023/24)

Intro

Short-form video — 15 to 60-second vertical clips optimized for mobile — has reshaped the global media landscape.
Platforms built around algorithmic, quick-swipe feeds (such as TikTok, Instagram Reels, and YouTube Shorts) now dominate attention, particularly among younger audiences.

This post synthesizes research from two primary, trusted institutions — Ofcom (UK regulator) and the Pew Research Center (U.S.) — to explore what this means for journalists, publishers, and media strategists.

Headline Takeaways

  • Short-form is now mainstream, not niche.
    Ofcom’s Media Nations (2024) shows YouTube is a top viewing destination in the UK, averaging 39 minutes per day of in-home viewing. Much of this viewing consists of short-form content (YouTube Shorts). Younger users treat YouTube and TikTok as first-stop screens.

  • Youth adoption is near-universal.
    Pew’s teen studies report YouTube usage at 90%+, with TikTok, Snapchat, and Instagram used by majorities of U.S. teens. This shapes how stories, trends, and misinformation spread.

  • Different platforms, different functions.
    Teens use short-form platforms for entertainment and “snackable” learning, while adults increasingly encounter news and civic content through short clips.

  • Policy and editorial challenges.
    Short-form content accelerates the speed of information circulation while reducing context, creating new challenges for accuracy and verification.

Primary Evidence and Case Studies

A. Ofcom — Media Nations / Children’s Media Lives (UK)

Ofcom’s Media Nations (2024) reports an average of 39 minutes per day spent on YouTube in the UK (in-home viewing).
The study shows sharp growth in YouTube viewing on television sets, with younger viewers increasingly treating YouTube as their first TV destination.
(See Ofcom’s Media Nations and “Tuning into YouTube” briefing.)
šŸ‘‰ Ofcom Media Nations 2024

Ofcom’s Children’s Media Lives study (2024) documents how children’s viewing is increasingly short-form and personalized through recommendation systems.
A third of UK children aged 3–17 now upload videos themselves, highlighting the participatory nature of youth media.
šŸ‘‰ Ofcom Children’s Media Lives 2024 Summary

Implications from Ofcom:

  • Platform convergence: YouTube now functions like television for many viewers, including older adults.

  • Editorial reach: Public broadcasters and traditional media increasingly publish directly on YouTube and short-form channels to reach younger audiences.

B. Pew Research Center — Teens and Platform Adoption (U.S.)

Pew’s longitudinal teen surveys (2023/2024) show:

  • YouTube: ~90–93%

  • TikTok: ~63%

  • Snapchat: ~60%

  • Instagram: ~59%

  • Facebook: ~33%

(See Pew Research Center, Teens, Social Media and Technology)
šŸ‘‰ Pew Teen Social Media Report 2023/24

Pew also tracks adult adoption of TikTok and the rise of news consumption via short-form clips.
TikTok’s share of adult news consumers has increased sharply, with younger adults relying on short clips for headlines and local updates.
šŸ‘‰ Pew TikTok Study (2024)
šŸ‘‰ Pew Social Media & News Fact Sheet

Implications from Pew:

  • News distribution: Journalists must view short-form platforms as legitimate news channels, particularly for audiences under 30.

  • Verification pressure: Short-form formats strip context — requiring faster, tighter fact-checking and verification workflows.

Quantitative Snapshot — Interpreting the Numbers

  • Reach vs. Depth:
    High usage (e.g., YouTube >90% of U.S. teens) doesn’t guarantee deep engagement. Short-form formats encourage frequent, brief interactions, but total viewing time accumulates significantly — reflected in Ofcom’s 39 minutes/day figure.

  • Cross-Platform Behavior:
    Teens often use multiple platforms simultaneously. A viral clip on TikTok is quickly reposted to YouTube Shorts and Instagram Reels, amplifying reach and complicating content attribution.

Data

  • Share of U.S. Teens Who Use Each Platform
    (Pew Research Center, Teens 2023/24)

    • YouTube: ~93%

    • TikTok: ~63%

    • Snapchat: ~60%

    • Instagram: ~59%

    • Facebook: ~33%
      (See image: teens_platform_usage_pew.png)

  • Average Daily Time Spent on YouTube in the UK
    (Ofcom Media Nations 2024)

    • 39 minutes/day average
      (See image: youtube_minutes_ofcom.png)

What This Means for Reporters and Editors

  • Distribution strategy:
    Invest in short-form storytelling — 15–60 second explainers, fact-first clips, and micro-investigations — to meet audiences where they already are.

  • Verification and context:
    Develop short-form verification templates (source checklists, timestamp checks, reversible frames) to maintain standards while publishing quickly.

  • Metrics and measurement:
    Move beyond likes or views. Track watch duration, reshare rates, and website referrals from short clips.

Limitations and Source Notes

  • Ofcom data represent UK audiences and include TV-convergence measures; minutes/day metrics apply to in-home viewing only.

  • Pew data reflect U.S. audiences; teen platform shares vary globally.

  • Both are primary, peer-recognized sources widely cited in journalism and academic research.

  • Platform-reported metrics (TikTok, YouTube) use proprietary systems — independent research from Ofcom and Pew offers more reliable context.

Primary Sources

Back to Blog
Return to CML Technology Home