As with short-form content, younger adults are the most frequent consumers of long-form video. Roughly two-fifths of 18–24-year-olds (40%) watch long-form videos multiple times a day, compared with just 11% of those aged 55+. Men are considerably more likely than women to watch long-form video daily (49% vs. 27%), driven by higher rates of both multiple daily viewing (25% vs. 13%) and once-daily viewing (24% vs. 13%).
Older adults are less engaged with long-form video overall. Three in ten adults aged 55+ (30%) say they never watch long-form video, compared with only 1% of 18–24-year-olds.
Do people watch long-form videos all the way through?
Long-form content also appears to encourage deeper engagement among viewers. A majority of UK adults who watch long-form video (57%) say they are likely to watch videos all the way through, including 20% who are very likely to do so. Younger adults are particularly engaged, with 30% of 18–24-year-olds saying they are very likely to watch long-form videos in full, compared with 16% of those aged 45–54 and 18% of over-55s. Men are also more likely than women to watch long-form content to completion (62% vs. 50% likely or very likely).