“How to” and news most popular short video content
Short form video is popular and news is the second most popular content after “how-to” videos. A third of online adults in Britain watch short-form content daily. Among adults who watched short-form content at least once a month, the most popular genre was ‘how-to’ videos (64%), followed by news (63%) and videos uploaded by the general public (59%), a report from UK’s media authority Ofcom shows.
Short-form video (videos shorter than ten minutes) was watched daily by more than a third (38%) of online adults in Great Britain aged 15+, from late 2022 to early 2023, with viewing skewing more to younger audiences.
68% of 15-24-year-olds said they watch short-form videos daily, compared to 14% of those aged 65+.
YouTube remains the most popular short-form social video platform. It was used by 68% of internet users aged 15+ for watching videos lasting less than ten minutes, Ofcom reports.
Facebook (49%) and Instagram (31%) are also used by many for watching short-form video. “The popularity of Instagram and TikTok skews heavily towards younger viewers. Instagram (63%) was second in use only to YouTube among 15-17-year-olds, followed by TikTok (50%). News and ‘how-to’ content dominate short-form video viewing.
Among adults who watched short-form content at least once a month, the most popular genre was ‘how-to’ videos (64%), followed by news (63%) and videos uploaded by the general public (59%).
“Preferences varied by age group. For example, videos uploaded by the general public were most popular among 15-34-year-olds (72%), probably helped by the popularity of TikTok. ‘How-to’ videos were most popular with 35-44-year-olds (68%) and women (66%), but news was the most-viewed content among all viewers aged 45+ (65%).
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