Young consumers prefer short-form premium video. According to a study from Snap and NRG, smartphones are the top device 13-35-year-olds use to consume media, particularly premium content, which is up 40% compared to last year. Seventy-eight percent of Gen Z and Millennials are watching more video on their smartphones than they did last year and they’re averaging around four hours and 26 minutes on their mobile devices daily. Seven out of 10 Gen Z and Millennials reported that they would rather engage with several shorter videos than be immersed in longer videos or TV series, with 56% saying that full length TV and video series are too much of a time commitment. (Adweek)
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