Our newsletterVendor reportSprout Social, 2026
On YouTube, short and long brand videos perform almost the same with users
Content formats
| Video Format | Share of Social Users (%) |
|---|---|
| Short-form video (<60 seconds) | 52% |
| Long-form video | 49% |
Social Users Most Likely to Interact with Short-Form vs Long-Form Brand Video on YouTube
Social Users Most Likely to Interact with Short-Form vs Long-Form Brand Video on YouTube- Reader Note:
- Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. This table shows the share of social users most likely to interact with short-form video under 60 seconds on YouTube at 52% and long-form video at 49%. The report does not state the base size for YouTube users specifically.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
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