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).

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    Intro
    Short-form video — 15 to 60-second vertical clips optimized for mobile — has altered the media landscape. Platforms built around quick, algorithmic feeds (TikTok, Instagram Reels, YouTube Shorts) command disproportionate attention, especially among younger audiences. This post synthesizes primary research from two trusted sources — Ofcom (UK regulator) and Pew Research Center — and highlights the implications for newsrooms, publishers and reporters.

    Headline takeaways

    1. Short-form is mainstream, not niche. Ofcom’s Media Nations shows YouTube is now a primary viewing destination in the UK (39 min/day on average in-home in 2024). A meaningful share of that viewing is short-form content (YouTube Shorts), and younger cohorts especially treat YouTube and TikTok as first-stop screens.

    2. Youth adoption is near-ubiquitous. Pew’s teen studies put YouTube usage at roughly 90%+, with TikTok, Snapchat and Instagram each used by majorities of U.S. teens. This shapes how stories, trends and misinformation propagate.

    3. Platform dynamics differ by function: discovery, entertainment, and news. Teens report using short-form platforms for entertainment and “snackable” learning; adults increasingly encounter news and civic content in short clips.

    4. Policy and editorial challenges: short-form content increases speed of information circulation and reduces context — a double challenge for accuracy and verification.

    Primary evidence and case study details

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

    Implications from Ofcom

    • Platform convergence: YouTube is acting more like TV for many viewers (including older adults), meaning short-form formats feed into broader viewing patterns.

    • Editorial reach: public service and legacy broadcasters are increasingly compelled to publish on YouTube and short-form platforms to reach younger viewers.

    B. Pew Research Center — Teens and platform adoption

    Implications from Pew

    • News distribution: journalists must treat short-form platforms as legitimate news distribution channels, especially for reaching audiences under 30.

    • Verification pressure: short-form clips often strip context; newsrooms need rapid verification workflows and format-appropriate fact checks.

    Quantitative snapshot (interpreting the numbers)

    • Reach vs. depth: high penetration (YouTube >90% teens) does not mean depth of engagement is uniform; short-form platforms encourage high frequency but short durations per clip — cumulative time can still be large (reflected by Ofcom’s minutes/day).

    • Cross-platform behavior: many teens use multiple platforms; sharing and repurposing means a viral short on TikTok can be rapidly reposted to YouTube Shorts and Instagram Reels, amplifying reach and complicating attribution.

     

    1. Share of U.S. Teens Who Use Each Platform (Pew Research) — bar chart attached (teens: YouTube ~93%, TikTok ~63%, Snapchat ~60%, Instagram ~59%, Facebook ~33%). Source: Pew Research Center (Teens, Social Media and Technology 2023/24).

      • File: teens_platform_usage_pew.png

    2. Average Daily Time Spent on YouTube in the UK (Ofcom Media Nations, 2024) — single-bar chart showing 39 minutes/day average. Source: Ofcom Media Nations (2024).

      • File: youtube_minutes_ofcom.png

    What this means for reporters and editors

    • Distribution strategy: allocate resources to short-form native storytelling (15–60s explainers, evidence-first clips, micro-investigations) to meet audiences where they already are.

    • Verification and context: build short-form verification templates (e.g., quick source checklists, reversible frames, timestamp checks) so fast content can still meet journalistic standards.

    • Metrics and measurement: don’t judge success solely by views or likes — capture attention duration, re-shares across platforms, and direct website referrals generated by short clips.

    Limitations and notes on sources

    • Ofcom data reflect UK audiences and include TV-convergence measures; its minutes/day figures are specific to the UK in-home environment. Global patterns will vary.

    • Pew’s teen survey is U.S.-focused; teen platform shares may differ in other markets (e.g., China, India). Both sources are primary research conducted with representative samples and are widely used in journalism and academic reporting.

    • Short-form platform metrics (views, watch time) reported by platforms themselves (TikTok, YouTube) are subject to proprietary measurement methods; regulators and independent research (Ofcom, Pew) offer third-party context and are preferable for citation.

    Sources (primary)

     

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