Why longform content is taking over YouTube - and what it means for us

Ever feel like something's shifting in how we consume media? Because it totally is.

UK-based streaming data experts Digital i have recently highlighted a big trend: videos over 30 minutes now make up a whopping 73% of all viewing on YouTube in the US. That’s up from 65% in October 2023. An 8% jump in just a year is pretty huge, and it shows us that people are happy to settle in for longer content - not just the short stuff.

And the younger crowd? They’re leading the way. Young adults aged 18-24 have upped their longform viewing by 21% over the past year - from 58% in October 2023 to 79% by the end of 2024. They’re spending an average of 2.7 hours a day on YouTube, watching about 25 videos daily. That’s not just flicking through memes and funny clips - they’re really engaging with longer content.

There is more - Matt Risley, chatting on Evan Shapiro and Marion Ranchet’s Media Odyssey podcast (Ep 6, February 2025 - you can read and listen here: https://eshap.substack.com/p/see-more-c4), shared some great insights on how Channel 4 is jumping on this. After a year of experimenting, Channel 4’s longform content is up by 81%, total time viewed on YouTube has shot up 105%, and their YouTube revenue has soared by 78%.

Channel 4 Sales ’s team is bundling YouTube content with TV, streaming, and social media, working with agencies much like they do with traditional TV. They’ve got 30 YouTube channels now, with their docs channel alone pulling in 800k subscribers. By grouping niche doc channels into subgenres, they’re reaching more people and making more money too.

They’re also pushing original content through Channel 4.0 and have fine-tuned their windowing strategy down to the genre level. Sure, rights restrictions limit some stuff from hitting YouTube, but their data-driven approach is paying off. They’re stitching episodes together into binge-worthy marathons - some as long as 3.5 hours - and people are loving it. Viewers watch for an hour, take a break, and come back the next day.

Interestingly, their YouTube audience is younger than their TV or streaming viewers - mostly aged 25-35. This just shows how YouTube is pulling in a fresh, younger crowd who prefer the flexibility of digital content.

Financially, Channel 4 is smashing it, pulling in over ￡10 million a year from YouTube and social media. And they’re not worried about it eating into their traditional TV audience - they see it as extra viewing, not a replacement. Even on TikTok, longform content is starting to get more reach, though it’s still not quite a TV platform yet.

Now, to those who say TV is dying - I’d argue TV is very much alive and kicking. It’s just being watched differently by younger generations. Sure, the style and quality have evolved, but that’s what happens as tastes change. For those of us who still love linear TV, the message from viewers is clear: longform videos are still a big part of our media diet. It’s just that the platform has shifted. Where linear TV used to 100% dominate, YouTube has stepped in.

And, as everyone in the industry knows, it's been a long term trend. In December 2024, YouTube made up a record 11.1% of total TV watch time in the US, marking its tenth straight month as one of the top two media distributors (source: https://www.reuters.com/business/media-telecom/holiday-cheer-helps-disney-maintain-tv-viewing-lead-december-nielsen-says-2025-01-28/?utm_source=chatgpt.com). Over in the UK, an Ofcom study showed that less than half of 16-24-year-olds watched broadcast TV weekly in 2023, preferring platforms like YouTube and TikTok instead (source: https://www.ft.com/content/bffd62d2-5e5f-4df3-bd8a-ef4596eabbe4?utm_source=chatgpt.com).

At Together TV , we’re seeing the same kind of shift. Longform content has been growing on our YouTube channel too, especially when it comes to real-life, community-based stories. These are the kind of stories that people connect with, and they’re willing to spend more time watching when they see themselves reflected and represented on screen. It’s not just about length - it’s about creating content that resonates and feels authentic.

Together TV channel on YouTube: https://www.youtube.com/@TogetherTV

So, what does this mean for all of us in the media industry? Whether you’re a marketer, content creator, or broadcaster, this is our chance to lean into longform content. Audiences aren’t just looking for a quick laugh or a viral hit - they want stories that pull them in and keep them hooked. This is our opportunity to create deeper, more engaging content that really connects.

And it’s clear that this isn’t just a US or UK thing - it’s a global shift. Understanding how different audiences engage with longform content will be key to staying ahead in this fast-changing landscape.

For all of us in the media world, the takeaway is simple: It’s not just about churning out content. And YouTube isn't just a platform anymore - it's becoming our new TV. Maybe it's not just about embracing longform storytelling on YouTube - it's about recognising how these longer, deeper stories are redefining what we consider 'TV' in the first place.

So, how’s your organisation adapting to the rise of longform content on platforms like YouTube? Always happy to discuss approaches and ideas.