The way we consume entertainment is undergoing a significant transformation. More and more people are They prefer short and agile videos compared to longer, more traditional formats such as television. In fact, recent studies reveal that more than 60% of Internet users worldwide consume short videos daily on platforms such as TikTok, YouTube Shorts and Instagram Reels.
This new consumption model, based on speed and ease of viewing, has surpassed other popular formats such as free-to-air television (47%), streaming platforms (46%), subscription music (40%) and even video games (34%), according to data from Ampere Analysis.
The algorithm as a driver of change
What drives this trend is not only the length of the content, but the accuracy with which algorithms suggest videos tailored to personal tasteSocial media has the ability to anticipate what users want to see, making these platforms an endless source of brief but addictive visual stimulation.
Consumption of this type of content is not limited to mobile phones. Technology companies are observing that Many users also seek to consume short videos at home, from the couch. YouTube, for example, has successfully capitalized on this shift. After its implementation on Smart TVs, it has established itself as one of the most widely used apps worldwide, with more than 2.700 billion users.
Instagram and TikTok are preparing to enter the television
Inspired by the success of YouTube, both Meta and ByteDance, the companies behind Instagram and TikTok, They are developing versions of their platforms for Smart TVThe goal is clear: to expand their presence beyond mobile and reach an even broader audience by taking advantage of the home environment.
With this measure, they seek attract audiences less familiar with mobile phone use, such as older people or users who prefer a more passive experience, typically associated with television. In addition, this strategy gives them the opportunity to access new avenues for advertising monetization, in an audiovisual market that generates billions in revenue each year.
The key to the success of this leap will be in know how to adapt the user experience to the TV environment: intuitive interfaces, remote control, and convenient navigation that respects the vertical and concise nature of the original content.
Short videos are not just for the youngsters
While Generation Z leads the way in short-form video consumption—73% of 18- to 24-year-olds watch them daily—more and more people in other age groups are joining the trend. Among adults aged 45 to 54, 58% consume them daily., and in the 55 to 64 age range, the percentage reaches 49%.
This phenomenon reflects a democratization of the format, which is no longer limited to just the youngest or those who regularly use social media. Today, the scrolling videos characteristic of TikTok or Reels, They are part of the daily routine of users of all ages.
Southeast Asia, at the head of consumption
When looking at consumption by region, the short video format It has had a special impact on Southeast Asian countries.. Nations such as the Philippines, Thailand, and Indonesia lead the ranking, with figures exceeding 80% of online users accessing this type of content every day. This data shows how The globalization of the format has been rapid and effective, adapting to different cultures and consumer habits.
Platforms like YouTube, Instagram, TikTok, and Facebook account for the majority of traffic, and many of these visits come specifically from searches for short videos. In the case of YouTube, 78% of users used it in the last week., which also reinforces its leadership in the short video segment.
As technology advances, entertainment transforms, and habits change with it. Short video, supported by powerful algorithms and the immediacy of mobile or television, It is becoming a dominant option compared to linear television.Big tech companies know this and are adapting their strategies to stay ahead of the curve, even in what seemed to be the exclusive domain of classic living room entertainment.