The Rise of Short-Form Content: Insights into the Korean Market from the Opensurvey Social Media Trend Report 2024(Nov)
The popularity of short-form content continues to surge, and the latest data from the Opensurvey Social Media Short-form Trend Report 2024(Nov.) highlights some key shifts in how people engage with digital platforms. This data reveals a wealth of information about the evolving preferences of users across age groups and platforms, and it paints a clear picture of the direction social media trends are heading in.
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YouTube and Instagram Lead the Pack Across All Age Groups
YouTube and Instagram consistently top the charts as the most popular platforms for consuming content across all age groups. Both platforms show the highest usage rates among users aged 15 to 59, making them the dominant players in the short-form content space.
However, when looking at more specific age demographics, some interesting differences emerge. Among 15-24 year-olds, platforms like Everytime and Pinterest are seeing a rise in usage, reflecting the evolving tastes of younger users. For those aged 25-34, platforms like Blind and Threads are gaining ground. Meanwhile, X (formerly known as Twitter) continues to hold strong for users under 35, marking an interesting shift in usage patterns. For older age groups (35+), traditional platforms like Naver Band and Facebook remain strong contenders in the social media landscape.
Platforms used in the past week [Base: Users who used each platform in the past week, multiple responses, %]
The Growth of Short-form Content Consumption
Short-form content, such as Reels, Shorts, and TikToks, has seen a consistent upward trajectory in terms of user engagement. Platforms such as YouTube, Instagram, and TikTok have fully embraced this content format, making it a central feature of their user experience. As a result, the rate at which users are consuming short-form content has increased dramatically, with a 13.8% jump in 2024 compared to the previous year.
This shift is clear in the viewing stats: YouTube Shorts (87.4%), Instagram Reels (58.3%), and TikTok (31.6%) dominate the top rankings for short-form content consumption, with Naver Clip, which launched in August 2023, also making a notable impact with 24.8% of users engaging with it.
Top 4 Short-form Content Viewing Channels
- YouTube Shorts: 87.4%
- Instagram Reels: 58.3%
- TikTok: 31.6%
- Naver Clip: 24.8%
A Changing Social Media Landscape
The growth of short-form content has fundamentally shifted how we use social media. Instagram, which was once an image-focused platform, now sees increased engagement with video, particularly as Reels has gained in popularity. This shift has also resulted in a rise in the average session duration for users, as people spend more time consuming short-form videos.
On the other hand, YouTube, traditionally known for its longer video format, has seen a slight decrease in average session duration. This can be attributed to the rise of Shorts, which, while incredibly popular, are much shorter than traditional YouTube videos.
Meanwhile, TikTok has seen an uptick in the frequency of visits, but a decrease in the average number of items consumed per session. This suggests that users are visiting the platform more often but may be watching fewer videos per visit, possibly due to the highly engaging, yet quick nature of TikTok's content.
Average Viewing Behavior
To better understand how people are interacting with short-form content, the report highlights the average number of videos consumed per session on each platform:
- Instagram Reels: 12.9 items
- YouTube Shorts: 12.7 items
- TikTok: 14.4 items
Despite the differences in platform, it’s clear that users are highly engaged with short-form content, with each session involving multiple pieces of content.
A Growing Diversity of Content Categories
The content being consumed on short-form platforms is becoming more varied, further fueling the growth of this content type. In 2023, humor, comedy, entertainment, and challenge content were the dominant categories across platforms. However, in 2024, the content landscape has expanded to include a broader range of topics, such as food, travel (both domestic and international), and pets.
This diversification in content types is a significant indicator that the short-form content trend will continue to grow. As more creators produce content in diverse niches, the audience for these platforms will only continue to broaden, making short-form videos a staple in the social media experience.
What This Means for the Future
The data from the Opensurvey Social Media Short-form Trend Report 2024 shows that short-form content is not just a passing trend but has become a fundamental part of how we engage with social media. Platforms like YouTube, Instagram, and TikTok are leading the charge, but new players like Naver Clip are quickly gaining traction. The evolution of content types and consumption patterns suggests that short-form content will continue to dominate social media for the foreseeable future.
For brands, creators, and marketers, this means one thing: It’s time to double down on short-form content strategies. The data is clear—users want bite-sized, easily consumable videos, and they want them on the platforms they visit most frequently. The future of digital content is short, engaging, and diverse, and it’s only going to get bigger in the years to come.
As we continue to witness these trends unfold, it will be interesting to see how platforms adapt and evolve to meet the demands of their ever-changing audiences. One thing is certain—the short-form content revolution is far from over.
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