YouTube continues to solidify its position as a leading platform for video consumption, with long-form content driving significant growth in viewing time. According to a new study by Digital i, a streaming analytics firm, 73% of all YouTube viewing time is now devoted to content 30 minutes or longer, marking an 8 percentage point increase from the previous year. This trend is particularly pronounced among younger viewers, with 18- to 24-year-olds leading the way in long-form video consumption.
The Digital i study, which analyzed data from July to October 2024, reveals a significant shift in viewing habits on YouTube. While the platform initially gained popularity for its short-form videos, viewers are increasingly engaging with longer content, including full-length movies, TV shows, documentaries, and in-depth video essays. This trend reflects a broader shift in the digital media landscape, as viewers embrace streaming and on-demand content over traditional television.
The study found that the most significant increase in long-form viewing came from the 18- to 24-year-old demographic. A remarkable 79% of content viewed by this group on mobile devices was long-form, a substantial jump from 58% a year ago. This suggests that younger audiences are increasingly turning to YouTube for in-depth content and entertainment experiences, challenging the notion that their attention spans are limited to short-form videos.
This younger demographic spends an average of 2.7 hours per day on YouTube, watching an average of 25 videos of varying lengths. This highlights the platform’s versatility and its ability to cater to diverse viewing preferences, from short clips to full-length movies and shows.
The growth in long-form video viewing on YouTube has been steady over the past two years. In October 2023, long-form content accounted for 65% of viewing time, steadily increasing to 73% by October 2024. This consistent growth underscores the platform’s success in attracting and retaining viewers who are seeking longer, more immersive content experiences.
This shift towards long-form content has also had a positive impact on YouTube’s advertising revenue. Earlier this week, Google, YouTube’s parent company, reported a 14% increase in YouTube’s quarterly advertising revenue, reaching $10.5 billion. This growth can be attributed, in part, to the increased engagement with long-form content, which provides more opportunities for advertising placements and potentially higher ad rates.
YouTube’s dominance in the digital video space is further highlighted by Nielsen’s Total TV and Streaming report, which shows YouTube capturing a commanding 11.1% share of overall television viewing. This impressive share reflects the platform’s broad appeal and its ability to compete with traditional television and other streaming services.
The continued growth of long-form content on YouTube has significant implications for the future of digital media. It demonstrates the platform’s ability to adapt to evolving viewer preferences and solidify its position as a leading destination for entertainment, information, and education. As YouTube continues to invest in its content offerings and user experience, it is likely to further attract viewers seeking longer, more immersive video experiences.
This trend also presents opportunities for creators and advertisers. Creators who can produce high-quality long-form content have the potential to reach a large and engaged audience on YouTube. Advertisers, in turn, can leverage the platform’s reach and targeting capabilities to connect with viewers who are invested in longer content experiences.
The rise of long-form content on YouTube is a testament to the platform’s versatility and its ability to cater to a wide range of viewing habits. As the digital media landscape continues to evolve, YouTube’s success in attracting and retaining viewers with longer content demonstrates its adaptability and its potential to remain a dominant force in the years to come.
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