• by Karlene Lukovitz  @KLmarketdaily, 4 hours ago

Short-form video consumption was on the rise long before the COVID-19 pandemic, but a new survey confirms that sheltering at home has helped accelerate the trend. 

Forty-two percent of U.S. adults surveyed for independent digital studio TheSoul Publishing between September 30 and November 10 this year reported having increased their short-form (under 10 minutes) video consumption since coronavirus shelter-at-home restrictions took effect this past spring. Another 42% reported that they have maintained the same level of short-form video consumption. 

In addition, 83% said they believe they will watch as much or more such video content in 2021. 

For the online study, market researcher Censuswide surveyed more than 2,000 men and women ages 16 to 55+, randomly selected from its global network of consumer panels. 

More than two-thirds (69%) reported that they are now spending between 30 minutes and three hours per day watching short video content. 

Nearly a third (32%) of Gen Z respondents reported bingeing — watching two hours or more of the videos per day. Nearly two-thirds (62%) of these young consumers cited comedy as their favorite genre, and 32% said they watch positive online videos to improve their mood during this challenging time.

A preference for positive content was also reported widely among the full sample, with 59% citing music and comedy as being among their favorite genres. 

Forty-four percent said they are watching more cooking and baking content now than pre-pandemic, 41% are watching more DIY/crafting content; 38% more music videos, 36% more comedy, 33% cooking or baking, and 29% more DIY content.

Fully 86% said they have watched a YouTube, Facebook, Instagram or TikTok video for home project inspiration, crafting ideas, DIY activities, and/or cooking.

Nearly two-thirds — 63% — are currently relying primarily on phones to watch short videos, but only 56% said they expect this to be the case in 2021. 

Still, other devices will continue to get comparatively little use for this purpose. Just 18% computers said they will primarily use computers for viewing next year, while 11% will use tablets, 7% will use TV sets, and about 2% each will use smartwatches or smart glasses or VR headsets. 

Asked what makes a video shareable, just 8% said that short length is most important, versus 38% who say being interesting is most important, while 21% cite being funny, 18% cite being “relatable” and 12% cite being helpful.