Measure Studio has unveiled fascinating insights into the lifespan of content across various platforms, comparing the enduring appeal of long-form videos with the rapid rise and fall of short-form content.
Their findings reveal that long videos on YouTube are virtually immortal, reaching their peak viewership on average more than two years after upload — specifically, around 850 days — continuing to attract views without slowing down.
This longevity sets YouTube apart from other social media or video platforms, offering unparalleled potential for attracting new organic audiences, provided the content remains relevant and engaging over time.
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In contrast, Shorts on YouTube follow a much shorter lifecycle. These videos capture 60% of their total views within the first day, hitting their maximum viewership in an average of 35 days, after which the hype fades.
This mirrors trends on other platforms, with TikTok videos garnering 72% of their views in the first 24 hours and reaching 95% of their total within 35 days.
Facebook’s short-form content, however, shows a slightly different pattern: standard videos live for about 70 days, while Facebook Reels, a distinct format, peak at around 65 days.
Instagram Reels prove more forgiving, requiring 70-75 days to achieve nearly maximum user attention.
Meanwhile, YouTube Shorts align closely with the fast-paced consumption seen elsewhere, with 60% of views occurring in the first day and the majority of interest tapering off after 10 days, fully dissipating by 35 days. Long-form content on YouTube, however, continues to dominate, breaking all records with its sustained viewership over 850 days.
These insights, as of 4:01 PM CEST on Thursday, August 7, 2025, highlight YouTube’s unique strength in fostering enduring content, while short-form platforms thrive on immediate engagement, shaping diverse strategies for creators across the digital landscape.
