The news: Younger audiences consume short-form video more frequently than any other video type, according to a YouGov survey.

• 85% of consumers in Great Britain ages 16-24 consume short-form video at least weekly, per the survey. That’s above TV series (65%), films (45%), video podcasts (33%), and livestreams (25%).
• Of this group, 69% watch short-form video daily.
• Habits were notably different for adults over 55. Only 45% of respondents in this group watch short-form video weekly, while most spend time with TV series (71%). Video podcasts are their least consumed format (11%).

Why it matters: Short-form video is not just entertainment to younger audiences; they also use the format to discover new products and inform purchase decisions.

The concise nature of short-form content aligns with this audience’s preference for quick, authentic, and actionable information. This trend matters because younger audiences, especially Gen Z, are key drivers of digital trends and buyer growth—meaning the platforms and formats they adopt often shape broader media consumption and commerce behaviors.