Seasonal Video Content In 'Shorts' Supply On YouTube?

Shorts have been a hit on YouTube since their early days, and that isn't changing for the holiday season.

New data from Tubular Labs reveals how popular the format remains, even for holiday content. From Nov. 28-Dec. 9 of this year, shorts format videos accounted for 58.32% of U.S. YouTube video views about the holidays. That number far outpaced other video lengths for holiday videos in the timeframe.

• However, it's notable that despite the major focus on shorts, 19% of views still came from videos that ran longer than 20 minutes (with the extra watch-time potentially contributing to more ad breaks and creator revenues).
• Tubular data found that over 83% of U.S. YouTube views around the holidays in that stretch came from individual creators (not brands or publishers).
• Dinner foods accounted for two-thirds of food & drink-related holiday video views in the timeframe – significantly more than desserts at 23.6%, and drink-focused videos at just 3.1% of those views.
• In total, holiday-related U.S. videos racked up 2.4 billion views during the less-than-two-week stretch, on over 252K uploads.