# Consumers flock to positive short-form videos in wake of COVID-19 outbreak Published: 2020-12-17 Category: Business Category URL: https://brandsjournal.com/category/business/ Meta Title: The Soul Publishing Reveals Future of Positive Online Video Meta Description: Learn how positive online video content is reshaping entertainment preferences and habits amid COVID-19. Discover the latest findings from TheSoul Publishing� URL: https://brandsjournal.com/consumers-flock-to-positive-short-form-videos-in-wake-of-covid-19-outbreak/ ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qswaa30048wirgqe46utzd/images/consumers-flock-to-positive-short-form-videos-in-wake-of-covid-19-outbreak-1737053979552-compressed.jpg) - _76% of consumers agree that fun and positive online video content will become an even more important and popular source of entertainment in the future_ - _26% of the public stated that they watch positive online video content to improve their mood_ - _More than half of consumers in the UK (52%) spent between 30 minutes to three hours watching short online video content every day_ As COVID-19 continues to transform the way consumers are interacting with media, [TheSoul Publishing](https://www.thesoul-publishing.com/), one of the largest independent digital studios, has looked into changing viewer habits. It surveyed more than 2,000 men and women aged 16-55+, across the United Kingdom, to understand how the pandemic has altered viewing habits and preferences for digital content. - Overall, the findings show the nation has a strong interest in being creative and upskilling. As restrictions limit consumers’ dining and entertainment options, 73% of Brits have watched a YouTube, Facebook, Instagram or TikTok video for home project inspiration, crafting ideas, DIY activities, and/or cooking. - Short-form video content – videos of 10 minutes or less were growing in popularity before the pandemic hit, with younger audiences in particular flocking to a variety of streaming and social media platforms. However, the pandemic has served as a catalyst for massive growth of the medium, as a whopping 82% of audiences cited spending more or the same amount of time watching short-form videos during the pandemic than before, with many using these quick videos to help them adjust to and cope with disruptions to everyday life. - The new research also revealed a growing preference for positive content amid the pandemic. In particular, consumers are watching more short-form videos – videos of 10 minutes or less – than they did six months ago. Respondents indicated that music videos (26%), comedy (26%), cooking or baking (22%), and DIY or crafting videos (18%) were the most frequently selected categories over the period. - Looking ahead to what people will be watching in 2021, comedy videos are predicted to show the fastest growth in terms of popularity. 35% of Brits felt comedy content is most likely to increase in popularity, with music videos following at 28%. “It’s interesting to see that it’s not just any short-form video that’s resonating with British people right now. It’s positive content that has taken the spotlight, becoming a popular form of escapism and a welcome source of entertainment,” said **Victor Potrel, VP of Platform Partnerships at TheSoul Publishing**. “For content creators and brands looking to get in front of shoppers around the holiday season, there’s a lot that can be learned about what is most likely to resonate and break through.” For example, nearly 26% of the public stated that they watch positive online video content to improve their mood, 27% said they watch for inspiration for ideas and projects and 17% said they watch to escape from the news of the day. Most expect this trend to continue, with 76% of consumers agreeing that fun and positive online video content will become an even more important and popular source of entertainment in the future. **Beyond the nation’s preference for positive short-form content, the study surfaced a variety of trends that illustrate how online videos factor into their everyday:** **Digital distraction:** Since lockdown restrictions came into effect, statistics show that over half of consumers in the UK (52%) spent between 30 minutes to three hours watching short online video content every day. **Americans are ahead of the trend:** When compared to the US, Brits are actually behind on the move towards online positive content. Whilst a fifth of Brits now consider watching positive online videos an important part of their daily routine to maintain a healthy lifestyle, in America that figure is up to more than one in three. Whilst 30% of Brits spent more time watching short-form video content during pandemic, that number was up to 42% in America. **Long live the trusty smartphone:** Currently, in the U.K., double the number of consumers share that they are watching short form videos on their smartphone (49%) compared to watching on their computer (26%). 16% watch on a tablet and 7% watch on their television. Looking ahead to 2021, 42% of Brits believe that they will primarily be watching short online video content on their phones next year. 22% believe they will primarily use their computer, 17% say a tablet, and 8% plan to watch mostly on a television. Less likely are smartwatches (3%), glasses (1%) or VR headset (1%). **Online video “shareability” has little to do with length:** A mere 10% of Brits said that an online video being short is the most important indicator of its shareability. Topping the list at 32%, the largest number of British consumers believe that a video being interesting makes it most shareable. This is followed by the content being funny (27%), relatable (14%) or helpful (9%). Notably, Germans were the most likely to prioritise content being helpful, at 24%, vs 9% for the UK and 12% in the US. Brits were the most likely to pick funny when it comes to what makes content shareable, at 27%, vs. 21% in the US and 20% in Germany. **Why are we watching?** Currently, over a quarter (26%) of Brits stated that they watch positive online video content to improve their mood, 27% said they watch for inspiration for ideas and projects and 17% said they watch to escape from the news of the day. Most expect this trend to continue, with 76% of consumers agreeing that fun and positive online video content will become an even more important and popular source of entertainment in the future. **Short-form is the next big thing:** As UK consumers have grown accustomed to trusting short-form content to improve their moods and maintain a healthy lifestyle, this data shows that 80% of consumers will continue to watch at least as much or increase their consumption of short-form content in 2021. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---