The findings, drawn from a nationally representative survey of 2,035 adults aged 16 and over in Great Britain conducted in October 2025, suggest that social media clips are becoming a key step in the viewing journey rather than a substitute for traditional programming.
Short-Form Consumption Is a Daily Habit for Younger Viewers
Short-form video consumption is widespread among adults aged 16 to 24, with 85% watching short-form content at least weekly. Among those aged 55 and over, the figure stands at 45%. The generational gap is more pronounced on a daily basis: 69% of 16 to 24-year-olds say they watch short-form videos every day, compared with 18% of those aged 55 and over.
By comparison, 65% of 16 to 24-year-olds watch TV series at least weekly versus 71% of those aged 55 and over, while film consumption is roughly comparable across both age groups at 45% and 42%, respectively.
Social Clips Lead Viewers to Full Programmes
More than three-quarters of viewers who have seen clips from TV shows or films on social media say they have gone on to watch the full programme, the research found. Among adults aged 16 to 24, that figure rises to 87%, compared with 77% across all respondents.
Trending audio and shareable moments also factor into viewing decisions. Half of 16 to 24-year-olds say trending clips or sounds influence their decision to watch the full version of a show or film. That proportion declines steadily with age, falling to 40% among 25 to 34-year-olds, 29% among 35 to 44-year-olds, 17% among 45 to 54-year-olds, and 9% among those aged 55 and over.
Platform Influence Varies Across Age Groups
YouTube is the most widely used social media platform for video overall, with 65% of respondents citing it. Among 16 to 24-year-olds, YouTube (78%), Instagram (65%), and TikTok (57%) are the platforms most likely to shape viewing choices.
Older audiences report less social media influence on their viewing decisions overall, with more than half of viewers aged 55 and over saying social platforms do not affect what they watch.
Social media also plays a pronounced role in content discovery among younger audiences. Nearly half of 16 to 24-year-olds say they discover shows through social media (49%), while a quarter cite influencer or creator recommendations (25%). Among the broader survey population, friends and family recommendations are the most common discovery method across all age groups, cited by between 53% and 63% of respondents.
Short-Form Content as a Destination
The research also points to short-form platforms functioning as viewing destinations independent of longer-form content. Around seven in ten adults aged 16 to 24 say they have watched clips from TV shows or films on social media instead of the full version, at 69%.
Implications for Broadcasters and Streamers
YouGov’s analysis frames the findings as evidence of a structural shift in how audiences encounter entertainment. “Social platforms are increasingly where viewers first experience content and where cultural momentum around shows begins,” the report states.
The research suggests that for broadcasters and streaming services, short-form video “is no longer simply a promotional tool” but “a key part of the viewing funnel, shaping how audiences discover programmes and guiding them from short-form moments to full-length viewing.”
Source: netinfluencer.com