Crucial Short Form Video Statistics To Know in 2024

There are more than 5.17 billion social media users globally and a majority of them are spending an average of 1 hour and 16 minutes watching short-form videos daily.

As of 2024, it is estimated that 60% of the global internet traffic is video-based, and 80% of all mobile data traffic in North America comes from short-form videos.

Short-form videos are also considered the #1 media type for a strong return on investment. This has resulted in brands integrating short videos into their marketing strategies. This set of statistics will help you get hold of the state of short-form videos and how people interact with them, which will then help you set up your strategy!

Let's check some of the key short-form video statistics.

Top Short-Form Video Statistics in 2024

  • Videos under 90 seconds retain 50% of viewers.
  • Short-form videos get 2.5x more user engagement compared to long-form videos.
  • 60% of the short videos are watched between 41% and 80% of their total duration.
  • 66% of viewers finish a video that's under 1 minute long.
  • 73% of consumers prefer to watch short-form videos to learn about a product or service.
  • 80% of the total mobile traffic in North America comes from short-form video content.
  • In 2024, the industry size of short video platforms is estimated at USD 1.9 Billion.
  • The total expenditure on advertising for short-form videos in 2024 is $99.4 billion.

Short-Form Video User Demographic Statistics

Here are some of the interesting short-form video user demographic statistics you must know:

TikTok is the most searched short-form video platform globally

TikTok is the most popular platform for short videos based on search volume in the US, Vietnam, and the Philippines. Instagram Reels leads in Italy, and YouTube Shorts and Facebook Reels lead in India and the US.

The table below shows the top short-form video platforms by country by search volume:

TikTok Instagram Reels YouTube Shorts Facebook Reels
United States Italy United States United States
Vietnam India India India
Philippines United States United Kingdom Philippines
Indonesia Brazil Germany United Kingdom
Brazil Germany Australia Indonesia

Men are 144% more inclined towards YouTube than women, whereas women have a 54% higher preference for TikTok than men. Data also reveals that most TikTok women users belong to the 18-24 year age group.

short form video platform preference among gender

34% of US social media users like TikTok compared to 29% in the UK

34% of social media users in the United States prefer TikTok, whereas 29% like the platform in the UK. Data also reveals that 35% of British social media users prefer Instagram compared to 22% in the US.

6 out of 10 Gen Z social media users in the US prefer TikTok for short-form videos

Around 58% of Gen Z in the US users prefer TikTok over YouTube, Instagram, and Facebook for short videos. Millennials follow the same with 33%; whereas, 55% of Baby Boomers and 35% of Gen X users prefer YouTube for short videos.

58% of US Gen Z prefer Tik Tok over other social media

Here is the table to showcase preferences of short-form video platforms by generation:

TikTok YouTube Instagram Facebook
Gen Z 58% 16% 24% 3%
Millennials 33% 27% 32% 7%
Gen X 18% 35% 27% 20%
Baby Boomers 15% 55% 13% 16%

Source: Adobe

Short-Form Video Consumption Statistics

Video content dominates the global internet traffic compared to other content types. Here are some key short-form video consumption statistics:

80% of the total mobile internet traffic in North America comes from short-form video content

60% of the internet traffic worldwide is video-based, with short-form videos comprising 80% of North America's mobile internet traffic. These short videos account for 40% of all video content on the internet and are considered the most popular type of content on social media.

5 out of 10 short-form video viewers prefer consuming comedy content

50% of short-form video viewers like watching content that makes them laugh. 44% of the viewers prefer entertainment content such as movie clips and trailers. They are followed by videos on animals/pets and lifestyle, with 42% and 36% votes respectively.

Half of short form video viewers like watching comedy content

The table below shows the total viewership of different types of short video content:

Content-Type Viewership Percentage
Comedy 50%
Entertainment (movie clips, trailers) 44%
Animals and Pets 42%
Lifestyle, Vlogging, Personal Stories 36%
Memes (viral trends, challenges, etc.) 35%
DIY (home improvement tips, tutorials) 35%
Food and Restaurant reviews 34%

Source: Adobe, AOV UP

Short-Form Video Usage Statistics

Short-form videos are dominating the video market in the current world. Here are some of the interesting short-form video usage statistics that will intrigue you:

Users spend an average of 1 hour 16 minutes per day on TikTok

As of 2024, users spend 76 minutes daily on TikTok on average, making it the most popular short-form content platform. It is followed by Instagram and YouTube, with 54 mins and 44 mins average usage time per day.

Average time spent on short form video platforms everyday

7 out of 10 social media users learn about products through short-form videos

73% of consumers choose to watch short videos to learn about products or services. 5 out of 10 Gen Z social media users have revealed that they discovered new products through short-form videos on TikTok and Instagram Reels.

Source: Adobe, Hubspot

Short-Form Video Length Statistics

Length in short-form videos is important to maintain viewer engagement and optimize platform algorithms effectively. Here are some of the key short-form video length statistics to check:

What is the optimal duration of a short-form video?

Generally, the length of a short-form video ranges from 11 to 60 seconds.

A study revealed that around 39% of marketers prefer videos with a 30-60 second runtime. Another 28% of marketers like videos with 1 to 2 minutes runtime.

Here is the table to show the preferred video length that works for marketers:

Video Length Marketers Preference
30 seconds or less 18%
30 to 60 seconds 39%
1 to 2 minutes 28%
2 to 3 minutes 10%
3 minutes + 5%

Marketers preference for short form video runtime

7 out of 10 social media viewers prefer videos that are under 1 min

Over 66% of viewers tend to finish a video within 1 minute of its runtime. Another 56% of viewers revealed that they finish a video with a runtime of 1 to 2 minutes. The share of votes goes down as the runtime increases with only 22% of online video viewers mentioning that they prefer videos longer than 20 minutes.

58% of US Gen Z prefer Tik Tok over other social media

Here is the table to show what is the video length preference of online viewers:

Video Length Range Percentage of Viewers Who Finish Video
Less than 1 minute 66%
1 to 2 minutes 56%
2 to 10 minutes 50%
10 to 20 minutes 39%
Over 20 minutes 22%

6 out of 10 short videos have a watch duration from 41% to 80% of their total runtime

Nearly 60% of short videos on the internet are viewed for between 41% and 80% of their total duration. This statistic figure shows why 6 out of 10 marketers are more inclined towards short-form videos to market their products or services.

5 out of 10 viewers retain interest in videos shorter than 90 seconds

Videos with a runtime under 90 seconds can retain 50% of their viewers. This retention rate is much higher than long-form videos.

Brands can take note of this statistical data to improve their user engagement and retention rate by investing more in short-form videos.

Source: Hubspot 1, Vidico, Vidyard, HubSpot 2, Wyzowl

Short-form Video Statistics by Purchase Behavior

Various studies reveal most of the purchases on short-form video platforms are impulsive. Here are some of the key short-form video statistics by viewers' purchase behavior:

4 in 10 people made purchases after seeing a product in a short video

Around 37.5% of viewers did online shopping after watching products on a short-form video. The study also revealed that, among these viewers, 41% were women and 30% were men.

Almost 40% of people purchased a product after seeing it in a short form video

20% of purchases on short video platforms were made within 1 hour of watching

Nearly 20% of the purchases made on various short video platforms were impulsive. All these purchases were made within 1 hour after watching the videos.

Another study revealed that 51% of impulse purchases were done on TikTok with an average shopping time of 18 minutes. 31% of Instagram and 11% of Facebook users have an average purchase time of 16 minutes and 13 minutes, respectively.

short-form video platforms that influenced the most impulse buying

9 out of 10 Gen Z users made impulse purchases on TikTok

Almost 90% of Gen Z users prefer TikTok to make impulsive purchases. While 47% of millennials and 55% of Gen X users also use the platform for similar purposes.

Instagram and Facebook short-form content influence 40% of Baby Boomers in their impulse shopping decisions.

Impulsive buying on Short form video platforms by Generation

Source: Adobe

Effectiveness Of Short-Form Videos

Short-form videos have impacted brands and marketers positively in their CTR and ROI. Let's take a look at the effectiveness of short-form videos:

8 out of 10 marketers consider short-form videos as the best format on social media

Various surveys reveal that 85% of marketers believe short-form videos as the most effective way to generate attention on social media.

Another study found that a video under 1 minute is worth similar to 1.8 million words. Brands must take note of this data as videos under 90 seconds are the best way to attract customers compared to longer videos.

Short-form videos engage viewers 250% more effectively than long videos

Reports show consumers find short-form videos are around 2.5 times more engaging than long videos as most of these videos are under 60 seconds. The reports also mentioned that 9 out of 10 marketers claim short-form videos are the most important part of their social media marketing strategies.

Half of the short-form marketing videos have a CTR of 5 to 8%

Approximately, 50% of short-form marketing videos used by brands achieve a Click-Through Rate (CTR) that ranges between 5 to 8%.

This statistical data is highly significant for brands as their viewers are not only watching their promotional videos but also engaging further, like purchasing.

Short-form videos have a 30% return on investment for brands

Brands reveal that they received a 30% higher ROI from short-form videos, which is the highest of any of their social media strategies.

Source: Neal Schaffer, Sprout Social, Hubspot, Business2Community, Forrester

Short-Form Video Advertisement Spending Statistics

With short-form videos gaining popularity and immense engagement, more brands are investing in their ads. Here are some of the important short-form video advertisement spending statistics to check:

A total of $99.4 billion is spent on ads for short-form videos

As of 2024, brands have spent around $99.4 billion on advertising for short-form videos. This expenditure is set to increase in the future and will reach $145.8 billion by 2028 at an annual growth of 10.4% from 2024 to 2028.

7 out of 10 marketers have spent money on video ads

According to various studies, 69% of marketers revealed that they have spent money on video ads. While the remaining 31% of marketers depended on organic reach.

4 out of 10 video marketers spent on creating video testimonials

39% of video marketers have focused spending on video testimonials. They are followed by explainer videos and social media videos with 38% and 34%, respectively.

Here is the table to showcase the types of video use cases marketers have spent on:

Video Use Case Percentage of Marketers
Video testimonials 39%
Explainer videos 38%
Presentation videos 34%
Social Media videos 34%
Product demos 32%
Video ads 30%
Sales videos 30%
Teaser videos 30%
Customer service videos 28%
Videographics 25%
Employee onboarding 25%
Training 22%
Customer onboarding 22%
App demos 22%

Share of spending on different types of videos

More than half of marketers plan to increase their short-form video investments

57% of marketers using short-form videos in their advertisement strategies will increase their overall investment in this format.

Another report reveals around 25% of marketers are interested in investing more in short-form video content than other formats, like podcasts, images, case studies, etc.

Source: Statista, Wyzowl, HubSpot

Short-form Video Statistics by Platforms

Here are some interesting statistical facts about different short-form video platforms:

YouTube Shorts Stats

  • YouTube has more than 2.7 billion users worldwide as of 2024.
  • YouTube Shorts receives over 70 billion daily views.
  • The runtime of a YouTube Short can be from 20 to 40 seconds.
  • YouTube Shorts with a 50 to 60-second average view duration can reach around 4 million views.
  • YouTube Shorts has around 54.4% male and 45.6% female users.
  • Creators can earn $0.01 to $0.06 per 1,000 views on Shorts, or $10 to $60 per million views.
  • 7 out of 10 shoppers made purchases after discovering a brand on YouTube.
  • User-generated videos can get 10 times more views than brand-produced videos on YouTube.
  • 8 out of 10 marketers prefer using YouTube to share videos.

Source: YouTube 1, YouTube 2, Statista 1, Google, DataReportal, vidIQ, Linearity, MotionCue, HubSpot

TikTok Statistics

    • TikTok has more than 1.56 billion monthly active users as of 2024.
    • Indonesia leads with around 127.5 million registered TikTok users, followed by the US with 121.52 million users.
    • TikTok has around 54.3% male and 45.7% female users globally.
    • It has around 36.7% Gen Z users, followed by millennials with 33.9% of the total user base.
    • A Gen Z user spends an average of 1 hour 26 minutes daily and 22 days a year on TikTok.
    • TikTok's ad revenues hit $17.2 billion in 2024, a 30.7% increase from 2023.
  • TikTok videos generally have a duration between 21 to 34 seconds.

Source: Adobe, Statista 1, Statista 2, Statista 3, Statista 4, Oberlo 1, Oberlo 2, eMarketer

  • Instagram Reel Stats

    • Instagram launched Reels in 2020.
    • As of 2024, Instagram Reels have 2.35 billion active users.
    • India dominates the Instagram Reels user base with 362.9 million Instagram users, followed by The United States and Brazil with 169.65 million and 134.6 million users, respectively.
    • An Instagram Video post has a maximum limit of 60 minutes and for Instagram Reels, the limit is 90 seconds.
    • Instagram users spend an average of 17.6 million hours daily on Reels worldwide.
    • Hardik Pandya's BGMI Promotion Reel is the most viewed Instagram reel till 2024 with 1.6 billion views.
    • Instagram has 50.6% male and 49.4% female users globally.
    • Instagram has more than 200 million business profiles worldwide.
    • 4 out of 10 people shop on Instagram weekly by using features like shopping tags and the Shop tab.
    • 8 out of 10 video marketers prefer Instagram as their video marketing strategy.

Source: Statista 1, Instagram 1, DataReportal, Instagram 2, Instagram 3, Wyzowl, Influencer Marketing Hub, Social Insider

Short Form Video Marketing Statistics

Let's check out some of the key short-form video marketing statistics:

What is the short-form video platform market size?

As of 2024, short video platforms have an estimated market size of $1.9 billion which is 18% from 2023. The market size is further expected to reach $5.63 billion by 2036.

9 out of 10 businesses globally use video as their marketing tool

Over 91% of brands have already integrated video into their marketing strategies. Another 88% of marketers consider video to be a crucial part of their strategies.

3 out of 10 marketers prefer short-form videos for the highest ROI

31% of marketers believe short-form videos generate the highest ROI than other content types. The surveys also revealed that over 90% of these marketers find video marketing highly profitable with good ROI.

The table below showcases what types of content marketers prefer to get high ROI:

Content Format ROI offered according to marketers
Short form video 31%
Images 22%
Blog Posts 15%
Case Studies 15%
Podcasts/other audio content 14%

Source: Wyzowl, Hubspot

Here are some significant short-form video trends to help you develop your short video marketing strategy:

8 out of 10 social media users want brands to create more short-form videos

A survey reveals that 81% of consumers wish to see an increase in the offering of short-form videos from brands in 2024.

82% of the world’s internet traffic will come from videos by 2025

According to a study, it is estimated that video traffic will contribute 82% of all internet traffic worldwide by 2025. Brands should consider this data and integrate short-form videos into their marketing strategies to drive more engagement and eventually increase their ROI.

3 out of 10 marketers want to start using short-form videos in 2024

30% of marketers who are not using short-form videos to promote their products/services have revealed that they plan to use them in 2024.

Another survey suggested that around 68.8% of marketers will use TikTok for their marketing campaigns in 2024. This is approximately a 13.3% year-on-year increase from 2023.

Here is the table to show what percentage of brands are using social media channels for marketing:

Social Media Channels % of brands using social media channels
TikTok 68.8%
Instagram 46.7%
YouTube 33.1%
Facebook 27.5%
X/Twitter 9.9%
LinkedIn 9.6%
Twitch 7.9%
Other 14.7%

38% of short-form video platforms' revenue will come from North America by 2036

By 2036, North America is projected to account for 38% of the global revenue of short video platforms, followed by Asia Pacific with 24%.

Source: Wyzowl, Personify, Influencer Marketing Hub, Hubspot 1, Hubspot 2, Sprout Social, Research Nester

Conclusion

Short-form videos remain the top priority in content marketing strategies of all major brands. Their popularity is expected to grow exponentially in the coming future and with the introduction of AI, the video production process can be revolutionized. We can see the implementation of advanced technologies, like AR, VR, and others in short-form videos to attract more viewers.

According to recent surveys, 92% of brands revealed that user-generated content helped in increasing their brand awareness. It is expected that brands will integrate more UGC into their social media channels. This will also affect the revenue of the short-form video platforms positively as it is expected to grow with a CAGR of over 10% from 2024 to 2036 as brands seek more effective ways to connect with their audiences.

FAQs

Why are short videos more effective?

Short-form videos are more effective as they can capture attention quickly and engage viewers, making them 2.5 times more engaging than longer videos. These videos are easily consumed in minutes or seconds, are highly shareable on social media, and their rapid content delivery triggers dopamine release, fostering continuous engagement.

Which short-form video has the highest ROI?

Short-form videos are generally known for their high ROI and effectiveness in lead generation and engagement. Almost half of marketers prefer short-form videos as they believe these videos have a higher chance of going viral than other content types.

How much time is spent on short-form videos?

On average, users spend 1 hour and 16 minutes daily watching short-form videos on various platforms, like TikTok, Instagram, YouTube, and others.

What are the disadvantages of short-form content?

Short-form videos can be addicting due to their quick consumption and emotional impact. However, they have multiple disadvantages such as they lack depth, spread misinformation, and potentially impair memory due to their intense emotional content.

<div class='toc'><ul><li><a href=#Top-Short-Form-Video-Statistics-in-2024><b>Top Short-Form Video Statistics in 2024</b></li><li><a href=#Short-Form-Video-User-Demographic-Statistics><b>Short-Form Video User Demographic Statistics</b></li><p>  <a href=#TikTok-is-the-most-searched-short-form-video-platform-globally>TikTok is the most searched short-form video platform globally</p><p>  <a href=#YouTube-Shorts-are-more-popular-among-men-while-females-prefer-TikToks>YouTube Shorts are more popular among men while females prefer TikToks</p><p>  <a href=#34%-of-US-social-media-users-like-TikTok-compared-to-29%-in-the-UK>34% of US social media users like TikTok compared to 29% in the UK</p><p>  <a href=#6-out-of-10-Gen-Z-social-media-users-in-the-US-prefer-TikTok-for-short-form-videos>6 out of 10 Gen Z social media users in the US prefer TikTok for short-form videos</p><li><a href=#Short-Form-Video-Consumption-Statistics><b>Short-Form Video Consumption Statistics</b></li><p>  <a href=#80%-of-the-total-mobile-internet-traffic-in-North-America-comes-from-short-form-video-content>80% of the total mobile internet traffic in North America comes from short-form video content</p><p>  <a href=#5-out-of-10-short-form-video-viewers-prefer-consuming-comedy-content>5 out of 10 short-form video viewers prefer consuming comedy content</p><li><a href=#Short-Form-Video-Usage-Statistics><b>Short-Form Video Usage Statistics</b></li><p>  <a href=#Users-spend-an-average-of-1-hour-16-minutes-per-day-on-TikTok>Users spend an average of 1 hour 16 minutes per day on TikTok</p><p>  <a href=#7-out-of-10-social-media-users-learn-about-products-through-short-form-videos>7 out of 10 social media users learn about products through short-form videos</p><li><a href=#Short-Form-Video-Length-Statistics><b>Short-Form Video Length Statistics</b></li><p>  <a href=#What-is-the-optimal-duration-of-a-short-form-video>What is the optimal duration of a short-form video</p><p>  <a href=#7-out-of-10-social-media-viewers-prefer-videos-that-are-under-1-min>7 out of 10 social media viewers prefer videos that are under 1 min</p><p>  <a href=#6-out-of-10-short-videos-have-a-watch-duration-from-41%-to-80%-of-their-total-runtime>6 out of 10 short videos have a watch duration from 41% to 80% of their total runtime</p><p>  <a href=#5-out-of-10-viewers-retain-interest-in-videos-shorter-than-90-seconds>5 out of 10 viewers retain interest in videos shorter than 90 seconds</p><li><a href=#Short-form-Video-Statistics-by-Purchase-Behavior><b>Short-form Video Statistics by Purchase Behavior</b></li><p>  <a href=#4-in-10-people-made-purchases-after-seeing-a-product-in-a-short-video>4 in 10 people made purchases after seeing a product in a short video</p><p>  <a href=#20%-of-purchases-on-short-video-platforms-were-made-within-1-hour-of-watching>20% of purchases on short video platforms were made within 1 hour of watching</p><p>  <a href=#9-out-of-10-Gen-Z-users-made-impulse-purchases-on-TikTok>9 out of 10 Gen Z users made impulse purchases on TikTok</p><li><a href=#Effectiveness-Of-Short-Form-Videos><b>Effectiveness Of Short-Form Videos</b></li><p>  <a href=#8-out-of-10-marketers-consider-short-form-videos-as-the-best-format-on-social-media>8 out of 10 marketers consider short-form videos as the best format on social media</p><p>  <a href=#Short-form-videos-engage-viewers-250%-more-effectively-than-long-videos>Short-form videos engage viewers 250% more effectively than long videos</p><p>  <a href=#Half-of-the-short-form-marketing-videos-have-a-CTR-of-5-to-8%>Half of the short-form marketing videos have a CTR of 5 to 8%</p><p>  <a href=#Short-form-videos-have-a-30%-return-on-investment-for-brands>Short-form videos have a 30% return on investment for brands</p><li><a href=#Short-Form-Video-Advertisement-Spending-Statistics><b>Short-Form Video Advertisement Spending Statistics</b></li><p>  <a href=#A-total-of-$99.4-billion-is-spent-on-ads-for-short-form-videos>A total of $99.4 billion is spent on ads for short-form videos</p><p>  <a href=#7-out-of-10-marketers-have-spent-money-on-video-ads>7 out of 10 marketers have spent money on video ads</p><p>  <a href=#4-out-of-10-video-marketers-spent-on-creating-video-testimonials>4 out of 10 video marketers spent on creating video testimonials</p><p>  <a href=#More-than-half-of-marketers-plan-to-increase-their-short-form-video-investments>More than half of marketers plan to increase their short-form video investments</p><li><a href=#Short-form-Video-Statistics-by-Platforms><b>Short-form Video Statistics by Platforms</b></li><p>  <a href=#YouTube-Shorts-Stats>YouTube Shorts Stats</p><p>  <a href=#TikTok-Statistics>TikTok Statistics</p><p>  <a href=#Instagram-Reel-Stats>Instagram Reel Stats</p><li><a href=#Short-Form-Video-Marketing-Statistics><b>Short Form Video Marketing Statistics</b></li><p>  <a href=#What-is-the-short-form-video-platform-market-size>What is the short-form video platform market size</p><p>  <a href=#9-out-of-10-businesses-globally-use-video-as-their-marketing-tool>9 out of 10 businesses globally use video as their marketing tool</p><p>  <a href=#3-out-of-10-marketers-prefer-short-form-videos-for-the-highest-ROI>3 out of 10 marketers prefer short-form videos for the highest ROI</p><li><a href=#Short-Form-Video-Trends><b>Short-Form Video Trends</b></li><p>  <a href=#8-out-of-10-social-media-users-want-brands-to-create-more-short-form-videos>8 out of 10 social media users want brands to create more short-form videos</p><p>  <a href=#82%-of-the-world’s-internet-traffic-will-come-from-videos-by-2025>82% of the world’s internet traffic will come from videos by 2025</p><p>  <a href=#3-out-of-10-marketers-want-to-start-using-short-form-videos-in-2024>3 out of 10 marketers want to start using short-form videos in 2024</p><p>  <a href=#38%-of-short-form-video-platforms'-revenue-will-come-from-North-America-by-2036>38% of short-form video platforms' revenue will come from North America by 2036</p><li><a href=#Conclusion><b>Conclusion</b></li><li><a href=#FAQs><b>FAQs</b></li><p>  <a href=#Why-are-short-videos-more-effective>Why are short videos more effective</p><p>  <a href=#Which-short-form-video-has-the-highest-ROI>Which short-form video has the highest ROI</p><p>  <a href=#How-much-time-is-spent-on-short-form-videos>How much time is spent on short-form videos</p><p>  <a href=#What-are-the-disadvantages-of-short-form-content>What are the disadvantages of short-form content</p></ul></div>

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