“Swiping” Short-Form Tops Streaming & Gaming – WORLD SCREEN

A new study from Ampere Analysis indicates that more than 60 percent of the global online population watch short-form video content on platforms like TikTok, YouTube Shorts and Instagram Reels on a daily basis.

Social video is now the second most-used media format daily at 63 percent, just behind general social media app usage at 73 percent. In contrast, broadcast TV’s usage rate is 47 percent, long-form streaming is 46 percent and gaming 34 percent.

Ampere notes that it’s not just Gen Z spending time with social video. The 18 to 24 set is the most likely to short-form-video swipe, at a whopping 73 percent, while 45-to-54 is at 58 percent. Almost half of those 55 to 64 watch social video every day.

YouTube leads, with 78 percent of short-form video viewers using the site in the last week, followed by Instagram (41 percent), TikTok (39 percent) and Facebook (38 percent).

Ampere also highlights geographical differences, with Southeast Asia out front in social video usage. The Philippines, Thailand and Indonesia (82%) have the highest proportions of online populations watching this format every day.

Sam Nursall, senior analyst at Ampere Analysis, said: “Social media algorithms are responsible for the usage rates in short-form swiping across the globe. The platforms employ highly efficient apps to deliver relevant and engaging content, giving them a distinct advantage over traditional media. While broadcast television offers a range of choices for viewers, algorithmic social media knows what people are likely to want to watch before they do. With 63% of the global online population consuming short-form video content on TikTok, YouTube Shorts, Instagram Reels, and other platforms, the growth in viewer appetite within this relatively new medium highlights the power of these algorithms.”