New Data: Short Form Video Explodes in Popularity

Better than 90% of Gen Z’ers and Millennials now watch short form videos on platforms like YouTube, TikTok and Facebook.  Gen X comes close to these levels, and well over half of Boomers (and older) are watching short form video content as well.   In this two-part series, we’ll first review the latest NuVoodoo study data.  Then in Part 2, we’ll explore potential applications for digital advertisers.

For decades, video media was defined by established formats: 30-minute sitcoms, hour-long dramas, two-hour movies, and the traditional 15- or 30-second commercial spots that supported them. But the digital age, and specifically the rise of mobile-first consumption, has ushered in a seismic shift. A new format has captured the attention of consumers, particularly younger generations: short-form video.

We’re talking about videos typically under 60 seconds – snappy, engaging content delivered primarily through platforms like TikTok, YouTube Shorts, Instagram Reels, and Facebook Reels. This isn’t just a fleeting fad; it’s a fundamental change in how people, especially the coveted younger demographics, consume media. While many among our clients built careers around the longer-form content that dominated traditional television and radio, the data is undeniable: short-form video is no longer emerging; it’s here, and it’s commanding a significant – and growing – share of consumer attention.

This shift presents both a challenge and a significant opportunity for advertisers. The challenge lies in adapting to a new creative paradigm. The storytelling techniques that worked for a 30-second TV spot don’t necessarily translate to a 15-second TikTok video. The opportunity, however, is immense. Short-form video offers a direct line to highly engaged audiences, often at a lower cost-per-impression than traditional media. It allows for rapid experimentation, real-time feedback, and the potential for viral reach that legacy media can only dream of.

This report, based on a Q1 2025 study of over 2,900 US consumers by NuVoodoo Media Services, delves into the specifics of this short-form video revolution. We’ll examine which platforms are winning the battle for eyeballs, how different generations are engaging with this content, and, most importantly, how brands legacy media executive clients can leverage this knowledge to stay relevant and competitive in a rapidly evolving media ecosystem. The goal is not to abandon the principles of effective storytelling, but to adapt them to this dynamic new format and ensure brands remain connected with consumers where their attention is increasingly focused. This is a chance to bridge the gap between traditional expertise and the cutting-edge demands of the modern media consumer.

Overall Short-Form Video Consumption Frequency:

• Prevalence: A large majority of respondents across all age groups watch short-form video content at least sometimes. Even among Boomers+ (born 1964 and beyond), 58% watch at least sometimes.
• Gen Z and Millennials Lead: Gen Z and Millennials are the heaviest users, with 92% and 90% respectively, watching short-form content “Frequently” or “Sometimes.”
• Frequency Varies by Generation: “Frequently” watching is highest among Millennials (46%), followed by Gen Z (40%). Frequency drops significantly with age, with only 18% of Boomers+ watching frequently.
• Gender Differences within Generations: Within Gen Z, males are more likely to watch frequently, and there is little difference for Millennials.

Platform Usage (Among Short-Form Video Viewers):

• YouTube Shorts Dominates: YouTube Shorts is the most-used platform across all generations, particularly popular among Boomers+ (63%) and Gen X (66%).
• Facebook Reels Strong, Especially with Older Groups: Facebook Reels are very popular, especially among Millennials (67%), Gen X (67%), and Boomers+ (54%).
• TikTok’s Gen Z Strength: TikTok is very strong with Gen Z (61%), but usage declines significantly with age.
• Instagram Reels Consistent: Instagram Reels have consistent usage across Gen Z, Millennials, and Gen X, hovering around 34-48%.
• Other Platforms Niche: X/Twitter, Pinterest Video Pins, Snapchat Spotlight, Loops, ReelShort, and Triller have significantly lower usage rates across all groups.

Platform Used Most Often (Among Short-Form Video Viewers):

• TikTok Leads with Gen Z: TikTok is the most-used platform for Gen Z (39%), reflecting its overall popularity with that demographic.
• Facebook Reels Win with Older Groups: Facebook Reels are the most-used platform for Millennials (34%), Gen X (43%), and Boomers+ (39%). This indicates a strong preference for familiar platforms among older users.
• YouTube Shorts a Strong Second: YouTube Shorts is a very strong second choice, particularly for Boomers and Gen X.

Key Takeaways and Implications for Advertisers:

Short-form video has evolved from an emerging digital trend into a fully mainstream media format, deeply embedded in the daily habits of consumers across every demographic. This broad adoption represents a significant opportunity for digital advertisers seeking extensive reach and targeted engagement.

However, while short-form video offers substantial cross-generational appeal, the approach for advertisers must be carefully nuanced and tailored to specific platforms and demographic segments.  We’ll outline some options and share two NuVoodoo client case studies in the second part of our Short Form Video series.  Sign up here and we’ll deliver the article directly to your inbox. 

At NuVoodoo, we don’t just observe consumer behavior—we measure it and turn insights into actionable strategies that drive real results. We guide our partners every step of the way. With decades of experience in research, analytics and campaign implementation, we translate complex metrics into high-performance marketing solutions that deliver. 

Ready to optimize your advertising strategy? Contact us at tellmemore@nuvoodoo.com—let’s turn strategy into action.