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Short-Form Videos Continue to Grow Viewership on YouTube, According to Tubular Labs

Social Video Trends report shows short-form content has grown 135% year-over-year.

Tubular Labs, the leader in global social video intelligence and measurement, unveiled in their new report, H2 2022 Social Video Trends, that uploads of short-form content on YouTube – videos under a minute long – have more than doubled year-over-year.

According to the report, short-form content has grown 135% on the platform in Q2 2022 compared to Q2 2021. While the growth is impressive, Tubular notes that this trend does not mean long-form content is disappearing from YouTube.

“Longer videos still have their place on social video and only saw slight declines in viewership,” said Chrissy Werner, Vice President, Marketing at Tubular Labs. “Long-form content still plays an important role on social video as it racks up more minutes watched and nourishes deeper connections with audiences through in-depth content, while short-from content can in contrast aid in expanding a creator’s reach.”

Not all creators are activating against short-form content on YouTube the same way, however. According to Tubular, individual creators create 95% of short-form content on the platform. This leaves a unique opportunity for brands and publishers to capitalize on an underutilized content strategy.

Creators like LeoNata Family are leading examples of the power of individuals using short-form content to their advantage. So far, their short-form videos have gathered 6.6B YouTube views this year.

To find more 2022 social video trends from Tubular Labs, download the report here.

Tubular is a trusted partner in inspiring what is remarkably relevant. The company provides a unified view of the shifting values and interests of audiences across YouTube, Instagram, Facebook, Twitch and Twitter. Tubular sees what no one else sees: new content categories, new creators and the passions that are driving what’s next in culture, and how it influences sales. Tubular powers agencies, brands and media companies to make efficient decisions that grow their business through AI, machine learning and human analysis. Trusted by some of the biggest brands in the world, Tubular is the only company that is a member of the YouTube Measurement Program and a Facebook Measurement Partner. For more information, visit