A new Media.net study shows that short-form video is no longer confined to TikTok and Reels. 90% of U.S. consumers are ready to watch it on news and publisher sites.
The dominance of short-form vertical video is expanding beyond the confines of social media giants like TikTok and Instagram, according to a new survey that signals a significant shift in consumer digital habits. A poll of over 1,000 U.S. consumers, commissioned by the supply-side platform Media.net, found that a remarkable 90% of audiences are receptive to seeing short-form video content integrated directly into publisher and news sites.
The findings underscore a major opportunity for media companies to adopt the format, currently the most sought-after on platforms like YouTube Shorts (56% usage), TikTok (50%), and Facebook (50%), to capture attention and compete more effectively for digital advertising revenue.
“Consumers have made it clear: short-form video isn’t just for social platforms anymore,” said Vaibhav Arya, CEO of Media.net. “They want the same vertical video experience everywhere they spend time online, creating a powerful opportunity for publishers to capture attention and drive deeper engagement.”
Also Read: Edition 3: Sharp Minds Decoding Tech’s Next Wave
A Daily, Mobile-First Habit
The survey illustrates how deeply ingrained the format is: 73% of respondents watch short-form video multiple times daily, with 32% reporting engagement multiple times per hour. The content is primarily consumed while relaxing or unwinding (69%), and is overwhelmingly viewed on smartphones in a vertical format (81%).
The format’s efficiency and appeal drive the popularity:
- 72% cite the quick and easy-to-watch format as the primary draw.
- 61% find it more engaging than articles, podcasts, or long-form video.
- 68% report engaging with ads within the short-form environment.
The Publisher Advantage: Commerce and Trust
The transition of short-form video to the “open web”—the environment of premium publisher sites—is being driven by both consumer demand and commercial intent. When asked what content they want to see on publisher sites, consumers prioritized utility: News recaps (45%) and Lifestyle/how-to videos (44%) led the list.
The study highlights a crucial distinction: while social media generates attention, purchase decisions are largely made on the open web. Advertisers benefit from the contextual relevance and trusted environments of publisher sites, which bridge entertaining content with consumer research.
“When 77% of consumers say product reviews are an important part of their decision-making process… then the open web becomes the ideal environment for advertisers who want real purchase outcomes,” said Steve Florio, SVP of Global Supply Partnerships.
The findings coincide with Media.net’s launch of Bytes, an AI-enabled vertical video solution designed to bring this high-engagement social media-style experience to premium publishers, unlocking new revenue and transparent ad opportunities outside of the industry’s largest closed platforms.
