The Rise of Snackable Videos: Key Short-Form Video Statistics and Trends You Should Know

Short-form video statistics show that very soon, short-form video content will account for 90% of internet traffic!

A short-form video is a brief, easy-to-consume video content that typically lasts between a few seconds and a few minutes. 

Marketers generally define short-form videos as those under 60 seconds, with the optimal length between 31 and 60 seconds.

The rise of social media platforms and the decrease in the average human attention span have made short-form videos a popular format for content creators, businesses, and everyday users. 

Short-form videos effectively capture attention, convey information concisely, and increase engagement across various platforms. 

They offer a versatile way to entertain, educate, or market, making it crucial for every marketer or business owner.

The advent of social media platforms such as TikTok, Instagram Reels, Facebook Stories, and YouTube Shorts has made the creation of short-form videos more than just a trend. 

Multiple businesses across different industries have leveraged its use to foster a sense of community for their brands.

This article will examine some statistical facts about why short-form videos have proven effective in this age.

Key Short-Form Video Statistics (Editor’s Top Picks)

• Videos lasting less than 90 seconds retain 50% of their viewers.
• Viewers retain 95% of a message while watching it in a video, compared to 10% when reading it in text.
• By 2024, short-form video content will account for 90% of internet traffic.
• Over 75% of U.S. adults spend up to two hours daily consuming short-form digital video content.
• Marketers use three primary metrics to assess video content performance: view count (44%), watch time (43%), and engagement (41%). 
• 33% of social media marketers expect to increase their focus on short-form videos. 
• Short-form video platforms in India are projected to generate $10 billion in revenue by 2030.
•  In 2024, 53% of marketers intend to increase their investment in short-form content, while 38% will maintain their current investment levels.
• Global spending on short-form video ads will reach $145.8 billion in 2028.
• In 2028, short-form videos are expected to account for 60% of all digital video advertising spending.
• Short-form video advertising spending in the United States is expected to reach US$38.8 billion by 2024.
• The global market size for short video platforms is projected to grow at a CAGR of 10.2% from 2023 to 2030.
• Short-form videos, including TikTok, Instagram Reels, and YouTube Shorts, constitute the primary video format leveraged by 58% of marketers.

Latest Short-form Video Statistics and Facts

1. Short-form videos are 2.5 times more compelling to consumers than long-form material. Social media platforms like TikTok, Instagram, and YouTube have experienced rapid expansion. TikTok users frequently make purchases after encountering a brand on the app. (source) 

2. Videos lasting less than 90 seconds retain 50% of their viewers. (source)

3. A significant portion (36%) of marketers believe that the ideal length for a marketing video is one to three minutes. (source)

4. Viewers retain 95% of a message while watching it in a video, compared to 10% when reading it in text. (source)

5. According to 64% of marketers, the preferred duration for short-form marketing videos ranges from 20 to 60 seconds. (source) 

6. Nearly half of the videos created in 2023 were less than three minutes long. (source) 

7. As of 2023, almost two-thirds of the global population have Internet access. By 2023, there were 5.3 billion Internet users (66% of the global population), up from 3.9 billion (51%) in 2018. (source)

8. The global number of mobile subscribers increased from 5.1 billion in 2018 to about 5.7 billion by 2023. (source)

9. The video post segment dominated the short-form video industry, contributing to 59.1% of the total revenue. Video posts are favored for engaging targeted audiences effectively and are easily consumable and memorable. (source)

10. North America dominated the short-form video industry regionally, accounting for 37.6% of total revenue. (source)

11. Across various countries, most viewers prefer instructional and informational videos ranging from 3-4 to 5-6 minutes, while content exceeding 20 minutes is favored by less than 10% of participants. (source)

12. Positive human interactions in videos can boost response rates by 40%, and videos that convey their message within the first three seconds see a 13% increase in breakthrough metrics. (source)

13. Short-form videos are expected to experience significant growth in 2024, with 67% of social media marketers planning to increase investment in this format over others. (source)

Short Form Video Usage and Performance Statistics

14. By 2024, short-form video content will account for 90% of internet traffic. (source)

15. 72% of consumers choose videos to learn about products or services. (source) 

16. Around 41% of marketers observe that the average watch percentage for short-form videos is 61-80%. (source)

17. Videos lasting up to 2 minutes tend to gather the most engagement, with a reduction observed beyond this duration. However, for longer videos, maintaining viewer interest beyond 6 minutes results in minimal drop-offs in engagement. (source)

18. Every second is crucial in video content. Audiences will watch at least 50% of your video on average for videos that last up to five minutes. (source)

19. Extended long-form videos exceeding 30 minutes tend to experience lower engagement rates. However, they do attract high-quality leads. (source)

20. After five minutes, video engagement declines steadily. Videos spanning five to 30 minutes, maintaining an average engagement rate of 38%. (source)

21. Videos ranging from 30 to 60 minutes maintain an average engagement rate of 26%. (source) 

22. 50% of internet users in the U.S. watch online video content daily, while more than half of internet users in Mexico do the same. (source)

23. During a survey, 85% of U.S. internet users watched online video content on any device. (source)

24. The average daily time spent watching online videos per person rose to 100 minutes in 2021, up from 84 minutes in 2019. (source) 

25. Digital video consumption in the United States surpassed TV viewing time in 2022, with streaming expected to increase to nearly 3 hours and 30 minutes by 2027. (source)

26. 87% of video marketers report increased website traffic, 95% note enhanced product understanding, and 80% attribute direct sales increase to video marketing efforts.  (source) 

27. People watch an average of 16 hours of online video per week, a 52% increase over two years. (source)

28. Instagram users spend an estimated 53 minutes per session on short-form video content, while TikTok users spend around 45 minutes per session. (source)

29. Over 75% of U.S. adults spend up to two hours daily consuming short-form digital video content. (source)

Short Form Video Advertising Statistics

30. The primary metrics employed by marketers to assess video content performance are view count (44%), watch time (43%), and engagement (41%). (source)

31. A notable 39% of marketers affirm that short-form videos yield the highest return on investment (ROI).  (source) 

32. 33% of social media marketers expect to increase their focus on short-form videos. (source)

33. 85% of businesses utilize video as a marketing tool, slightly down from 87% of the companies that use video in 2019. (source) 

34. 86% of individuals express interest in more brand videos, with 36% expecting educational content and 14% anticipating product demonstrations. (source)

35. On average, 79% of video marketers across all platforms report success, although success rates vary. (source)

36. As of December 2022, 75% of marketing professionals’ largest clients placed video ads on TikTok, followed by Instagram Reels, with 70% placing their video ads there. However, about 13% of marketers did not use online ads on short video platforms. (source)

37. According to a survey conducted in June 2022, 39% of video marketers cited short-form videos as yielding the highest return on investment (ROI). (source)

38. Short-form video platforms in India are projected to generate $10 billion in revenue by 2030. (source)

39. China’s short video ad revenue reached nearly 134 billion yuan in 2020, and it’s projected to keep growing rapidly. Douyin and Kuaishou are among the country’s most popular short video platforms. (source) 

40. In 2024, 53% of marketers intend to increase their investment in short-form content, while 38% will maintain their current investment levels. (source)

Short Form Video Ad Spending Statistics by Region

41. In just five years, global spending on short-form video ads has increased twentyfold, from $4.6 billion in 2018 to more than $88 billion in 2023. It is still expected to increase to $99.4 billion in 2024. (source)

42. Global spending on short-form video ads will grow by an average of $11 billion annually, reaching $145.8 billion in 2028. This represents a massive 65% increase in five years. (source)

43. The average per-user spending on short-form videos will also rise significantly, from $16.5 in 2023 to $23.6 by 2028. (source) 

44. In 2028, short-form videos are expected to account for 60% of all digital video advertising spending. (source)

45. Short-form video advertising spending in the United States is expected to reach US$38.8 billion by 2024. Ad spending on short-form videos in the United States is expected to grow at 12.54% annually (CAGR 2024-2028), with a market volume of US$62.2 billion by 2028. (source)

46. In the United Kingdom, ad spending on short-form videos is expected to reach $4.6 billion in the video advertising market by 2024. The spending is expected to grow at a 7.82% annual rate (CAGR 2024-2028), resulting in a market volume of $6.2 billion by 2028. (source)

47. Short-form video advertising spending in Canada is expected to reach $1,545.0 million in 2024. Ad spending on short-form videos is expected to grow at 10.67% annually (CAGR 2024-2028), resulting in a projected market volume of $2,318.0 million by 2028. (source)

48. In Southeast Asia, the Video Advertising market is expected to generate $1,073.0 million in ad spending on short-form videos by 2024. Ad spending on short-form videos is expected to grow at 10.12% annually (CAGR 2024-2028), resulting in a projected market volume of $1,578.0 million by 2028. (source)

49. In Africa, the Video Advertising market is expected to generate $431.8 million in ad spending on short-form videos by 2024. Ad spending on short-form videos is expected to increase at a 10.23% annual rate (CAGR 2024-2028), resulting in a market volume of US$637.5 million by 2028. (source)

50. In Australia, the Video Advertising market is expected to generate $1,474.0 million in ad spending on short-form videos by 2024. Ad spending on short-form videos is expected to grow at 10.51% annually (CAGR 2024-2028), with a market volume of US$2,198.0 million by 2028. (source)

51. In France, the Video Advertising market is expected to generate $1,199.0 million in ad spending on short-form videos by 2024. Ad spending on short-form videos is expected to grow at 10.32% annually (CAGR 2024-2028), resulting in a market volume of $1,776.0 million by 2028. (source)

Short Form Video Platform Statistics

52. The global market size for short video platforms reached USD 1.52 billion in 2022 and is projected to grow at a CAGR of 10.2% from 2023 to 2030. The market size is expected to reach $3.24 billion by 2030. (source) 

53. Approximately one-fifth of users’ time on Instagram is spent on Instagram Reels, while YouTube Shorts have garnered an impressive 5 billion monthly active users as of June 2022. (source)

54. TikTok is the platform credited with popularizing short-form videos, with content ranging from mere seconds to a maximum of 10 minutes. Following TikTok, Instagram Reels emerged as another influential platform, accommodating videos lasting from 15 seconds to 90 seconds. (source)

55. After Instagram Reels, the sequence of impactful platforms includes Instagram Stories, known for their ephemeral nature. IG Stories last 24 hours but can also be saved as highlights. Subsequently, Facebook Stories and YouTube Shorts were introduced in 2021, with a standard duration of 60 seconds. (source)

56. Short-form videos, including TikTok, Instagram Reels, and YouTube Shorts, constitute the primary video format leveraged by 58% of marketers. (source)

57. YouTube Shorts, launched in late 2020, has grown significantly, gaining over 5 trillion views. (source)

58. YouTube is the most effective channel for video marketers, followed by LinkedIn, with an efficiency rate of 85% and 87%, respectively. (source)

59. In November 2021, YouTube emerged as the preferred social media platform, with around 78% of respondents watching short-form videos, followed by Facebook (60%) and TikTok (54%). (source)

60. In South Korea, YouTube was the preferred platform for watching short-form video content,  with 77% of people leaning towards it. Instagram and TikTok followed with 51.7% and 35%, respectively. (source) 

61. Among U.S. users, TikTok is the most used social media platform for short-form videos, with approximately 40% of people, followed by YouTube Shorts (23%) and Instagram Reels (3%). (source)

62. In 2022, Instagram Reels collected over 3.7 billion actions in the United Kingdom, followed by TikTok with 2 billion actions, and YouTube Shorts with 116 million likes. (source)

63. Among Gen Z respondents in Vietnam, 65% identified TikTok as the preferred platform for watching short videos, with Facebook at 18%. (source)

Latest Short Form Video Trends

As short-form video is the top format marketers will use in 2024, there are the latest trends to look out for and incorporate into your marketing strategy. 

1. Brand Challenge Videos

Brands have incorporated short video content in terms of challenges. A HubSpot report showed that 20% of marketers used branded challenges, and 42% confirmed they performed better than anticipated. 

The latest trend is that brands are making their own sound and challenges. They are making these challenges go viral with interesting hashtags (#) on social media. 

These brands encourage users to participate and spread awareness by offering challenges that are often fun and easy to complete. 

2. Behind the Scenes Videos

Customers like to be intrigued. They want to see how businesses operate behind the scenes, which is a great way to develop trust. Companies are using this idea to their advantage. 

For example, it could be a behind-the-scenes video showing how a product was created or how the comps operate on a normal day. 

You score extra points if the videos are natural and fun to watch. 

3. Soundless Videos

There’s a trend of videos that can be played and understood without sound. 

These short videos have subtitles that allow viewers to understand without sound. Not everyone likes to listen to sound when watching videos. 

Final Thoughts on Short-Form Video Statistics

The short-form video statistics presented in this article demonstrate the significant impact of brief, engaging video content on modern audiences. 

Short-form videos have become an essential tool for content creators, businesses, and users. 

As the digital landscape continues to evolve, short-form video will remain a vital component of any successful content strategy. 

By embracing this format and using the insights gleaned from these statistics, you can harness the power of short-form videos to captivate, inspire, and influence their target audiences like never before. 

As the numbers show, the future of video is undoubtedly short-form – and it’s time to take notice. 

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