A growing number of U.S. adults are shifting their preference toward long-form YouTube videos, with content exceeding 30 minutes now accounting for 73% of viewing time.
This marks a significant change since October 2023, when Shorts held a 35% share of viewership, which has since dropped to 27%. This trend highlights a notable pivot in viewer behavior, even as YouTube continues to heavily promote its short-form Shorts feature.
The shift is intriguing, especially given the platform’s investment in Shorts, which was designed to compete with TikTok and other vertical video formats. However, the decline in Shorts’ popularity suggests that format alone may not be the deciding factor. Instead, it could reflect a deeper change in how viewers engage with YouTube.
Rather than endlessly scrolling through bite-sized clips, audiences appear to be making more intentional choices, spending extended periods with content from their favorite creators. This move toward longer videos might indicate a desire for deeper, more meaningful engagement, possibly as a counterbalance to the fast-paced, “brain rot” culture of short-form content.
Also read:
- Twitch Introduces Vertical Streams to Compete with TikTok and YouTube Shorts
- Instagram and TikTok Bet Big on TV Apps to Capture New Users, Following YouTube’s Playbook
- YouTube’s TV Takeover: What Audiences and Industry Insiders Really Think
This evolving preference could reshape YouTube’s landscape, encouraging creators to focus on high-quality, long-form narratives that resonate with a more discerning audience.
