TheSoul Publishing reveals the videos we watched during lockdown

Short-form video content was growing in popularitybefore 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. ...

Short-form video content was growing in popularitybefore 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.

"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."

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.

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