Are Cat Videos Eclipsing Prime Time TV? Latest Horowitz Study Sheds Light on Short-Form Viewing Behaviors

NEW ROCHELLE, N.Y., Sept. 27, 2016 -- Whether it’s cat videos, music videos, or clips from TV shows, short-form content is an integral part of our video and social lifestyles. How much of an impact short-form is having on long-form viewing has been up for debate. The latest Horowitz Research report, Multiplatform Content & Services 2016, sheds important insight on short-form viewing behaviors. Three-quarters (76%) of internet users 18+ report watching short-form content at least weekly; 44% watch daily. Music videos, how-to videos, and movie previews are the short-form genres watched most often, with animal videos, cooking videos, and comedy skits not far behind (view chart).

“Key to succeeding in today’s environment is creating content that can be packaged up into short-form, shareable content. What’s exciting are the opportunities short-form creates for audience and brand-building across platforms, whether you’re an up-and-coming YouTube star or an established media player,” says Adriana Waterston, senior vice president of insights and strategy for Horowitz.

Internet users 18+ were asked under which circumstances they often watch short-form content, revealing both expanded opportunities for viewing as well as competition with traditional, long-form TV. For more than half (57%) of internet users 18+, short-form content is only viewed at times when long-form was not viewed, such as right before bed at night (39%), while at work/school (23%), when hanging out with friends (19%), or in the morning right after waking up (18%) (view chart).

A quarter (28%) of internet users 18+ report watching both long- and short-form content at the same time and 23% report now watching short-form at times when they used to watch long-form. Accounting for those who do both, this translates to 43% of internet users 18+ indicating that they watch at least a little short-form content at times that compete with long-form viewing (view chart).

“Today's proliferation of screens, streaming, and social media enable viewers to watch television and video at more times than ever before in an expansive market,” says Waterston.

Multiplatform Content & Services 2016 is an online survey fielded in June 2016 among 1,476 internet users 18+. The study focuses on streaming attitudes and viewing behaviors, and covers, among other topics:

• Platforms and services used to watch TV content
• Video viewing behaviors, including genres watched, show discovery sources, percent of TV viewing time spent by viewing method, and binge viewing
• Short-form content
• Current subscription profile and the impact of streaming on intentions to cord-cut/cord-shave
• Interest in next-generation set-top box features and new technologies

Learn more about the study at: www.horowitzresearch.com/reports/mcs

About Horowitz Research
Horowitz Research is a leading provider of consumer market research with an expertise in media and multicultural consumers. In addition to a line of annual syndicated studies for the media, telecommunications, and technology industries, Horowitz offers a full suite of quantitative and qualitative research services. For more information, visit www.horowitzresearch.com.­

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