The news: 90% of US consumers are open to watching TikTok-style vertical clips on publisher sites, according to a new survey from Media.net, pointing the way to how audiences consume content and where brands can meet them. 

By the numbers: 

• Nearly three-quarters (73%) watch short-form videos multiple times a day. 
• 61% of consumers find short-form video more compelling than articles, podcasts, or long-form clips.
• YouTube Shorts leads among platforms, attracting 56% of viewers, and TikTok and Facebook are close behind at 50%. 
• 81% watch vertical videos on smartphones. 

Why it matters: Clips shorter than 60 seconds deliver roughly 2.5x higher engagement, per Media.net. That’s the performance foundation publishers are chasing.

• The New York Times, TIME, People, Fox Sports, Hearst, and others are already adding vertical-video modules on their sites to increase time spent and modernize user experience, per Performance Marketing World.
• CNN added a TikTok-style “Shorts” tab to the top of its mobile app home screen and offers a swipeable vertical news feed alongside the traditional Top Stories view.

Alysia Borsa, president of People Inc., said the strategy is “far more than dropping a vertical video onto a page. We’re testing everything—placement, buttons, design, titles—and iterating fast.”

Takeaways for brands: Our survey revealed that 60.4% of social shoppers watch short-form product videos and 60.1% read review posts when evaluating what to buy. 

By offering targeted vertical video on their websites and mobile apps, publishers can ramp up engagement and time spent. Brands integrating in-stream ads and links on these websites and apps could open up a new funnel for engagement. 

Brands should invest in vertical video strategies that pair speed with substance. Showcase products in under 60 seconds and seek prominent placement on page layouts.