Shorts Views Are Tall For TV

Even the country’s largest TV networks can’t avoid the larger cultural push toward short video content. Tubular Labs data reveals that nearly 35% of YouTube views for the top broadcast and cable properties (Sept. 2022-April 2023) came from videos less than a minute in length.

As audiences watch more snippet-type content, larger publishers are pushed to adapt accordingly. During this past TV season, these traditional media properties saw short videos as a way to promote shows, sports and more, in a way that aligns more directly with audience behaviors.