Time spent on social media is plateauing. Longer videos could keep users around longer while providing more monetization opportunities for platforms. But some short-form creators won’t be receptive to the shift.
The era of bite-sized video is nearing an end as social media platforms push for longer content and consider video more holistically. Longer videos are easier to monetize and could spur users to spend more time on social media, but some creators see drawbacks.
Key Question: Why are social media platforms prioritizing longer videos - and how are creators, marketers, and users responding to the shift?
Key Stat: More than half (53.1%) of Gen Zers watch long-form videos - those that are 90 seconds or longer - according to a July 2023 survey.
Key Report Features:
- 2 Exportable files for easy reading, analysis and sharing.
- 5 Charts: Reliable data in simple displays for presentations and quick decision making.
-
2 Expert Perspectives: Insights from industry and company leaders.
Table of Contents
- Executive Summary
- Social platforms are embracing longer videos
- Users’ appetite for longer videos is growing
- Longer videos are easier for platforms to monetize
- Creators have mixed feelings about the shift to longer videos
- Interviews
- Sources
- Media Gallery
Charts in This Report
- More Than Half of Gen Zers Watch Long-Form Videos on Social Media
- YouTube CTV Viewing Has Grown Exponentially
- Education Is Most Searched Topic Among Gen Z on Social Platforms
- Video's Share of Average Daily Social Network Time Has Grown, but Is Nearing a Plateau
- Creators Make the Most Money From Brand Deals, but Their Earnings Breakdown Is Changing (billions in US social media creator revenues, by stream, 2021 & 2024)
Interviewed for This Report
- Haley Austin - Buntin, Director, Digital Media
- Jamie Gutfreund - Creator Vision, Founder
