Involved Media Connected Audience Report Fall 2024:
Short-Form Video
In an effort to help our brand clients develop the most effective strategies, Involved Media conducted the Connected Audience Report in the United States, Canada and Australia, asking consumers about their media habits across video platforms.
The results below depict the results from the United States.
WAVE 2 STUDY DETAILS
- Sample Size (n)=2026
- Sample Controlled to Census
- Core Topic: Connected Video
- Topic Extension: Short-Form Video
- Wave 1 (W1) fielded in January 2024
- Wave 2 (W2) fielded in August 2024
KEY HIGHLIGHTS
- Short-Form platform viewership & time spent
- Audience comparison for the different platforms
- How people are engaging with these platforms, focused on shopping
- Short-form behavior compared to long-form video viewership
70%
of respondents watched Short-Form Video in the last 30 days
2.7
the average number of platforms watched in the last 30 days by Short-Form viewers
Source: Involved Media Connected Audience Study, US, Fall 2024
Distribution of Time Spent, by Platform
1.4
the average number of platforms watched daily by Short-Form viewers
Source: Involved Media Connected Audience Study, US, Fall 2024
YouTube’s reach and TikTok’s watch time put them at the top of Most Watched
YouTube has been able to draw from their long-form audience and Facebook from their user base to serve shorter video content, for more total reach.
TikTok, instead, is built around short-form so users are specifically seeking out this content and do so more frequently than any other platform.
Source: Involved Media Connected Audience Study, US, Fall 2024
TikTok’s outsized influence comes from its reach with young people
Source: Involved Media Connected Audience Study, US, Fall 2024
While total reach is similar, the gender balance between platforms varies greatly
69% of men watched short-form in the last month
71% of women watched short-form in the last month
Source: Involved Media Connected Audience Study, US, Fall 2024
Parents follow their kids on to short-form platforms
Controlling for age and income, we still see parental short-form viewership far outperform their peers.
Mothers and fathers have much more similar consumption habits across platforms than men and women who don’t live with children.
Source: Involved Media Connected Audience Study, US, Fall 2024
TikTok’s younger user base is more comfortable engaging with friends, influencers and advertisers
Source: Involved Media Connected Audience Study, US, Fall 2024
Younger users are more likely to take all actions listed on short-form platforms. People under 30 especially stand out in their interest in posting content themselves and using short-form video as a shopping tool.
Genres Watched on Short-Form Video
3.3
the average number of genres of short-form watched regularly
Source: Involved Media Connected Audience Study, US, Fall 2024
TikTok is the least political short-form platform
Source: Involved Media Connected Audience Study, US, Fall 2024
Food content leads in cross-platform viewership and influence
Source: Involved Media Connected Audience Study, US, Fall 2024
2 in 5 short-form viewers say they have purchased through the platform directly
Source: Involved Media Connected Audience Study, US, Fall 2024
Source: Involved Media Connected Audience Study, US, Fall 2024
TikTok’s moves towards ecommerce make it a perfect fit for Live Shopping
Source: Involved Media Connected Audience Study, US, Fall 2024
Younger Consumers Have Embraced Short-Form Shopping
Source: Involved Media Connected Audience Study, US, Fall 2024
Short-form Fits Best on the Small Screen
Source: Involved Media Connected Audience Study, US, Fall 2024
Short-Form layers on top of other screens
Source: Involved Media Connected Audience Study, US, Fall 2024
Source: Involved Media Connected Audience Study, US, Fall 2024
Short-form is at home between daytime activities
Source: Involved Media Connected Audience Study, US, Fall 2024
Short-form isn’t the scheduled activity, it fits into what consumers are already doing and watching
94%
of respondents who watch a short-form video at prime time also report watching a long-form video type during this period
Short-Form Outcompetes on Daily Ad Reach
Source: Involved Media Connected Audience Study, US, Fall 2024
Standout Trends
- While TikTok is synonymous with short-form video, YouTube and Facebook’s established userbases gives their SF content further reach
- TikTok’s influence is the strongest with younger consumers who spend more time on the platform, and use it as a shopping resource either as research or direct purchases
- Audiences are not setting aside time for viewing short-form; instead, it’s integrated into their day, allowing the highest number of daily viewers of any platform type
© Involved Media 2024
Contact Info
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Call: (917) 841-3196
E-mail: info@involvedmedia.com
