A survey of more than 1,000 U.S. consumers finds that 90% are open to seeing short-form video content on publisher sites, according to research commissioned by Media.net in September 2025. The poll measures viewing habits, preferences, and attitudes toward advertising for vertical video content under one minute.

Daily Viewing Habits

The survey shows 73% of respondents watch short-form video multiple times per day, with 41% watching a few times daily and 32% watching multiple times per hour. Only 7% rarely or never watch short-form video.

YouTube Shorts leads as the most popular platform at 56%, followed by TikTok and Facebook at 50% each. Instagram Reels attracts 41% of viewers, while Snapchat Spotlight accounts for 7%. News or entertainment sites draw 6% of viewers, and other platforms represent 2%.

Smartphones dominate viewing, with 81% of respondents primarily watching short-form video in vertical format on their phones. Tablets and laptops each account for 7% of viewing, connected TVs for 2%, and other devices for 3%.

Engagement Metrics

The survey finds 61% of respondents say short-form vertical video is more engaging than articles, podcasts, or long-form video. Twenty-six percent say it’s about the same, and 9% say it’s less engaging.

Respondents cite quick and easy-to-watch format as the primary draw at 72%. Fifty-eight percent enjoy entertaining or humorous content, while 28% value visually engaging or creative formats and personalized or relevant videos. Twenty-three percent highlight convenience for mobile viewing.

Most consumers (69%) watch while relaxing or unwinding at home or before bed. Eleven percent watch during commutes or waiting periods, 9% watch as part of news or content browsing, and 9% watch while multitasking.

Content Preferences for Publishers

When asked what types of vertical videos they want to see on publisher sites, 45% prefer news recaps or quick updates. Forty-four percent want lifestyle or how-to videos, 40% prefer entertainment or celebrity clips, 34% view product or shopping content, and 28% watch sports highlights.

The survey shows 75% of consumers say they would stay longer on a site that includes videos tailored to their interests. Twenty percent say it makes no difference, and 4% say they would be less likely to stay.

Advertising Response

A total of 68% of respondents say they engage with ads in short-form video environments, with 40% sometimes and 28% very often. Twenty-two percent rarely engage, and 11% never engage. 

The survey polled U.S. adults aged 18 and older through an online questionnaire.

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