YouTube users aren’t just using the app for watching vlogs, clips, and other short-form content anymore. A new study from Ampere Analysis shows that 38% of YouTube’s monthly active users are watching full-length TV shows and movies on the platform.
When looking at the most-watched content on YouTube, documentaries, TV shows, and films are all in the top five categories.
The appeal of users watching long-form content is clear for YouTube. TV episodes, documentaries, and films keep users on the platform for longer periods of time. That also makes room for more ads, leading to more revenue.
The report shows that those watching long-form content on YouTube tend to be in their mid-30s to mid-40s and in family households. The ability to watch on a larger screen made users more likely to watch longer videos. 34% of those who watched both documentaries and TV shows or films on YouTube in the past month used a Smart TV for at least some of their viewing.
YouTube is working toward pulling in even more of the traditional TV audience. The platform will stream a live NFL game for the first time during the league’s opening weekend this season.