One-third of viewers would rather watch clips than full episodes
One-third of viewers would rather watch clips than full episodes
New data from Bango shows that many viewers, especially younger ones, are using clips and short-form video as content discovery tools.
Who has time to watch a full episode of a TV show these days? Sure, the luxury of being able to sit and binge an entire season would be nice, but for many, there isn’t enough time to dedicate to even a single episode. New data from Bango shows that some viewers — especially younger ones — are turning to short-form highlights to stay abreast of shows that they otherwise would like to watch, but can’t find the time to keep up with.
Key Details:
- Move it along: Bango found that 32% of Americans would rather watch show highlights than full episodes.
- Look to the youth: Fifty-three percent of Gen Z viewers say they would use streamers more if they offered show clips.
- Growing trend: Disney+, Netflix, Paramount+, Peacock, and other streamers have begun offering short-form video.
Bango’s data shows that 32% of Americans say they would rather watch a collection of short highlights from an episode than stream the entire thing. The number jumps to 43% among Gen Z viewers, who grew up watching platforms like TikTok and YouTube that trained them to enjoy short video scrolls.
Forty percent of viewers say they would use streaming services more often if they offered episode highlight reels; the number jumps to 53% among Gen Zers. The data points to a clear tactic streamers could try to boost engagement, and many services have already begun compiling short-form video options.
Thirty-seven percent of those surveyed by Bango say they use their streaming service more often now that it carries vertical video clips, rising to 47% among Millennials. And viewers aren’t only using show highlights to watch through seasons; 51% say clips help them discover shows that they wouldn’t otherwise have known to watch.
Parents who are eager to keep their kids away from harmful social media rabbit holes see the value in short-form video on streamers. Thirty-seven percent of respondents say curated clips on streamers would help keep their children off social media, rising to nearly half (47%) of Millennials. Overall, 40% say that original or exclusive short videos could help justify the price of a streaming service.
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“Streaming services have stories and characters people already love,” Bango CEO Paul Larbey said. “Shorter formats could help audiences enjoy more of those catalogues, while getting a subscription through a phone, broadband or banking bundle could make it more affordable to keep. Together, streaming services with bundlers like telcos and banks can give people more ways to enjoy their favorite entertainment at a price that works for them.”
Many streaming services now offer short-form video feeds, including Disney+, Netflix, Paramount+, and Peacock. The NBCU streamer has gone the furthest, rolling out original and licensed microdramas over the summer, and even creating a way for viewers to watch NBA games in the vertical format.
The trend will certainly continue as Millennials and Gen Zers age and take over responsibility for choosing their household streaming services. Short-form video is here to stay, and though the traditional TV episode is in no danger of going extinct, audiences will find increasing short video options on their favorite streamers going forward.
Peacock
Peacock is a subscription video streaming service from NBCUniversal that includes original shows, blockbuster movies, and classic television series. Peacock is home to “Yellowstone,” “The Office,” and original hits like “Poker Face” and “Bel-Air.” You can also watch live sports and NBC programming, including the NFL, MLB, WWE, the Olympics, the Premier League, NASCAR, the French Open, college football and basketball, and the PGA Tour. Premium Plus subscribers can stream their local NBC feed in all 210 markets.