YouTube Shorts leads short-form video as publishers eye vertical ads

YouTube Shorts has emerged as the leading platform for short-form video consumption, according to research commissioned by Media.net that surveyed more than 1,000 U.S. consumers. The study, announced on November 18, 2025, found that 56% of respondents identified YouTube Shorts as their primary short-form video destination, narrowly ahead of TikTok and Facebook, which each captured 50% of user preferences.

The findings arrive as Media.net launches Bytes, its vertical video engagement and advertising solution designed for premium publishers operating across the open web. Vaibhav Arya, CEO at Media.net, emphasized the market opportunity in the announcement. "Consumers have made it clear: short-form video isn't just for social platforms anymore," said Arya. "They want the same vertical video experience everywhere they spend time online, creating a powerful opportunity for publishers to capture attention and drive deeper engagement."

The survey results reveal how deeply short-form vertical video has penetrated daily consumption patterns. A substantial 73% of respondents watch short-form video multiple times per day, with 41% viewing content a few times daily and 32% watching multiple times per hour. Only 7% of consumers reported rarely or never watching short-form video, indicating near-universal adoption of the format.

Instagram Reels captured 41% of usage among survey respondents, while Snapchat Spotlight registered just 7%. News or entertainment sites accounted for 6% of short-form video consumption, with other platforms representing 2% of usage. The data demonstrates the concentrated dominance of major platforms in short-form video distribution while highlighting the limited presence of publisher-hosted vertical video content.

Most consumers watch short-form video during relaxation periods, with 69% reporting they view content while unwinding at home or before bed. An additional 11% watch during commutes or waiting periods, while 9% consume short-form video as part of news or content browsing. Another 9% watch while multitasking during activities such as cooking or exercising.

Smartphone usage overwhelmingly dominates short-form video consumption, with 81% of respondents reporting they primarily watch vertical format content on mobile devices. Tablets and laptops each accounted for 7% of viewing, while connected TVs represented 2% and other devices comprised 3% of consumption.

The engagement advantage of short-form vertical video stands out clearly in the research data. A majority of respondents at 61% indicated that short-form video proves more engaging than articles, podcasts, or long-form video content. An additional 26% rated engagement levels as roughly equivalent, while 9% found short-form video less engaging than alternative formats.

Multiple factors contribute to short-form video's appeal. The survey identified quick and easy-to-watch format as the primary draw, cited by 72% of respondents. Entertainment or humorous content attracted 58% of viewers, while 28% valued visually engaging or creative formats. Personalized or relevant videos appealed to 28% of consumers, and convenience for mobile viewing resonated with 23% of respondents.

Ad engagement within short-form video environments demonstrates significant strength. The research found that 68% of respondents actively engage with advertisements, with 40% reporting they do so sometimes and 28% engaging very often. Meanwhile, 22% rarely engage with ads and 11% never interact with advertising content.

When asked about short-form video content preferences for publisher sites, consumers prioritized practical and informative material. News recaps or quick updates topped the list at 45%, followed closely by lifestyle or how-to videos at 44%. Entertainment or celebrity clips attracted 40% of interest, while product or shopping content appealed to 34% of respondents. Sports highlights captured 28% of consumer interest.

The potential impact on site engagement appears substantial. Fully 75% of consumers indicated they would stay longer on publisher sites featuring videos tailored to their interests. An additional 20% reported such content would make no difference to their browsing behavior, while 4% said they would be less likely to remain on sites with personalized video content.

The research highlights a critical strategic opportunity for publishers operating on the open web. Karan Dalal, COO at Media.net, addressed the competitive landscape. "As publishers face growing competition from walled gardens and AI-driven platforms, vertical video gives them a powerful tool to keep audiences on-site and engaged," said Dalal. "By integrating the formats consumers already love, publishers can strengthen loyalty and maximize attention."

Purchase decisions demonstrate the commercial potential of publisher-hosted vertical video. The study reveals that consumers primarily make purchase decisions on publisher sites rather than social media platforms, suggesting that editorially-driven short-form video could effectively bridge the gap between social media entertainment and commercial intent.

Steve Florio, SVP of Global Supply Partnerships at Media.net, emphasized the importance of trusted publisher environments. "Our research shows just how critical the open web is to the purchase journey," said Florio. "When 77% of consumers say product reviews are an important part of their decision-making process, and nearly 75% say trustworthy reviews on publisher sites are what makes the internet valuable to them, then the open web becomes the ideal environment for advertisers who want real purchase outcomes."

The study identifies several advantages that publisher-based vertical video offers to advertisers. These include reaching consumers during high-intent moments when actively researching and ready to purchase, benefiting from contextual relevance as video content aligns with surrounding editorial environments, leveraging trusted publisher brands that enhance message credibility, and connecting with audiences beyond walled gardens where measurement and attribution operate more transparently.

YouTube Shorts has consistently expanded its capabilities throughout 2024 and 2025. The platform extended maximum video length from 60 seconds to 3 minutes in October 2024, while introducing AI-powered editing tools that transform raw footage into polished content. Platform updates have included templates for content recreation, enhanced remix capabilities, and modified view counting methodology implemented in March 2025.

Meta's competing platforms have also invested heavily in short-form video. Instagram Reels expanded to three-minute videos in January 2025 with new creator incentives, while Meta reported Reels generating a $50 billion annual run rateduring the third quarter of 2025. Video consumption on Instagram increased more than 30% year-over-year, demonstrating sustained growth in short-form vertical video engagement.

The advertising technology sector has responded to vertical video's rise with specialized solutions. LinkedIn research showed short-form social videos producing 55% ROI for B2B marketers, while contextual targeting capabilities have advanced for connected TV environments. Industry practitioners have emphasized the need for CTV-specific measurement approaches that differ fundamentally from standard display advertising metrics.

Media.net operates as a search intent-powered supply-side platform focused on contextual advertising technology. The company recently launched ELEVATE, a sell-side attribution solution, and participates in the Ad Context Protocol initiative aimed at standardizing programmatic advertising workflows.

The September 2025 survey defined short-form vertical video as content under one minute optimized for vertical, mobile-first viewing. Media.net commissioned the research through an online questionnaire designed to measure viewing habits, preferences, and advertising attitudes among U.S. adults aged 18 and older.

The data suggests fundamental shifts in content consumption patterns have created opportunities for publishers to reclaim audiences and advertising revenue from social platforms. Whether publishers can successfully execute vertical video strategies at scale remains uncertain, but consumer demand for the format across the open web appears established.

Timeline

• September 2020 - YouTube launches Shorts in beta testing
• September 2020 - Instagram introduces Reels globally
• October 2024 - YouTube extends Shorts maximum length to 3 minutes
• October 2024 - YouTube adds templates and customization options for Shorts
• January 2025 - Meta expands Instagram Reels to three-minute videos with creator incentives
• March 2025 - YouTube changes Shorts view counting methodology
• August 2025 - YouTube rolls out new creator tools for Shorts
• September 2025 - Media.net commissions survey of 1,000+ U.S. consumers on short-form video habits
• September 2025 - YouTube launches AI-powered Extend feature for Shorts remix
• October 2025 - Meta reports Reels reaching $50 billion annual run rate
• November 2025 - Media.net announces survey findings and launches Bytes vertical video platform
• November 2025 - YouTube launches Edit with AI for automated Shorts creation

Summary

Who: Media.net, a search intent-powered supply-side platform, surveyed more than 1,000 U.S. consumers aged 18 and older to measure short-form video consumption patterns. The research examined behavior across major platforms including YouTube Shorts, TikTok, Facebook, Instagram Reels, and Snapchat Spotlight.

What: YouTube Shorts leads short-form video consumption at 56%, ahead of TikTok and Facebook at 50% each. The survey found 73% of consumers watch short-form video multiple times daily, with 81% viewing primarily on smartphones in vertical format. Additionally, 90% of consumers expressed openness to viewing short-form video content on publisher sites beyond social media platforms. The research demonstrates that 61% find short-form video more engaging than articles, podcasts, or long-form content.

When: Media.net commissioned the survey in September 2025 and announced results on November 18, 2025. The announcement coincided with the launch of Bytes, Media.net's vertical video engagement and advertising solution for the open web.

Where: The survey polled U.S. consumers through an online questionnaire. Viewing occurs predominantly on smartphones (81%), with tablets and laptops each representing 7% of consumption. Most viewing happens during relaxation periods at home (69%), though 11% watch during commutes or waiting periods. Publisher sites currently capture only 6% of short-form video consumption, trailing far behind major social platforms.

Why: Consumer demand for short-form vertical video has created an opportunity for publishers to reclaim audiences and advertising budgets from walled garden platforms. The research reveals that 75% of consumers would stay longer on publisher sites featuring videos tailored to their interests. Purchase decisions occur primarily on publisher sites rather than social platforms, positioning editorially-driven short-form video as a bridge between entertainment and commercial intent. Advertisers gain access to high-intent audiences, contextual relevance, trusted environments, and more transparent measurement compared to walled garden alternatives.