How short-form video on social media is impacting TV viewership in 2026

Short-form video platforms such as TikTok, Instagram Reels and YouTube Shorts have transformed how audiences consume content. In an increasingly crowded video landscape, viewers can scroll through an endless stream of clips at any moment of the day.

But what does this mean for longer-form entertainment? Are short clips replacing traditional viewing, or are they driving audiences to watch full TV shows and films?

Data from YouGov Surveys: Serviced research suggests the latter may increasingly be the case. Rather than simply acting as promotional snippets, short-form clips are becoming an important step in the viewing journey – helping audiences discover shows, and inspiring them to tune in.

Short-form video viewing is embedded in Gen Z habits

Among adults aged 16-24, short-form video consumption is widespread. 85% watch short-form content at least weekly, compared with 45% of those aged 55 and over. For many younger viewers, it is also a daily habit: 69% say they watch short-form videos every day (vs. 18% of those aged 55+).

Short-form videos on social media are becoming a discovery engine

Short-form content is also playing a growing role in how audiences decide what to watch next. 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 (77%).

Among younger viewers in particular, viral moments and shareable clips appear to drive curiosity about full-length programmes. Nearly nine in ten adults aged 16-24 say they have started watching a full show or film after encountering clips or memes on social media (87%).

Meme-able moments and trending audio also play an important role in content discovery and consumption. Half of 16-24s say trending clips or sounds influence their decision to watch the full version of a show or film (50%). This declines as audiences get older, with just 9% of those aged 55+ saying the same.

Social media platform influence varies by generation

The social media platforms influencing longer-form viewing choices also differ significantly by age.

YouTube remains the most widely used social media platform for watching video overall (65%). However, younger audiences are influenced by a wider mix of social platforms, with YouTube (78%), Instagram (65%) and TikTok (57%) most likely to shape what 16-24-year-olds choose to watch.

 Among 16-24s, YouTube (78%), Instagram (65%) and TikTok (57%) stand out as key platforms influencing viewing choices.

Older audiences, by contrast, are less likely to say social media affects what they watch, with over half of viewers saying social platforms do not influence their viewing choices (55%). 

Among younger viewers, however, social media also plays a larger role in discovery. Nearly half of 16-24s say they discover shows through social media (49%), while a quarter cite influencers or creators (25%).

Short-form platforms are becoming viewing destinations

At the same time, short-form platforms are not just gateways but destinations in their own right. Around seven in ten 16-24s say they have watched clips from TV shows or films on social media instead of the full version (69%), suggesting that bite-sized content is becoming a viewing format in itself. 

Taken together, these behaviours point to a broader shift in how audiences encounter entertainment. Social platforms are increasingly where viewers first experience content and where cultural momentum around shows begins.

For broadcasters and streamers, this suggests that short-form video is no longer simply a promotional tool. Instead, it is becoming a key part of the viewing funnel, shaping how audiences discover programmes and guiding them from short-form moments to full-length viewing.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on October 20-27, 2025, with a nationally representative sample of 2,035 adults (aged 16+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (16 years or older) and reflect the latest ONS population estimates.