Short videos overtake social media as top media format in Taiwan: Report

Taipei, Dec. 25 (CNA) Short-form videos have become the most common media format consumed by Taiwanese users, ahead of social media, the Taiwan Network Information Center said in a report released on Dec. 17.

In a survey commissioned by the center, 78.46 percent of respondents had watched a short-form video in the past three months, surpassing the 76.86 percent who had used a social media platform.

More than three-fifths of respondents said they watched short videos daily across multiple platforms, while nearly half (49.98 percent) reported viewing short videos multiple times a day, compared to 8.06 percent who said they watched once a day.

The report defined a short-term video as content lasting 15 seconds to three minutes on such platforms as TikTok, Instagram Reels, Facebook Reels and YouTube Shorts.

The social media platforms it surveyed were Facebook, Instagram, Threads, TikTok, PTT, X and Dcard.

The survey covered individuals aged 18 and older and was conducted from July 28 to Sept. 1.

Tao Chen-chao (陶振超), a professor in the Department of Communication and Technology at National Yang Ming Chiao Tung University, said the survey included short-form video usage for the first time this year and described the results as striking.

The data showed that short videos have embedded themselves into daily life in a relatively short period, and their influence should not be underestimated, Tao said.

By age group, short-form video consumption was highest among respondents aged 18-29 and 30-39, at 96.73 percent and 93.86 percent, respectively.

Usage also exceeded 85 percent among those aged 40-49 and 50-59, was more than 65 percent among respondents aged 60-69, and surpassed 30 percent among those aged 70-79.

Age was once considered a key indicator of media usage, Tao said, but recent trends suggest it is no longer decisive. Instead, whether technology meets users' daily needs and life circumstances has become more important.

Seniors and baby boomers also show high short-video usage because the format is easy to use and provides accessible entertainment and information, he said.

The survey found that 56.09 percent of respondents said they spent more time scrolling short videos than expected, and 36.22 percent said doing so interfered with other activities, yet most of them reported feeling happy rather than regretful about their viewing habits.

"Taiwanese people feel happy and genuinely enjoy it," Tao said.

Tao said he was not pessimistic about whether short videos would replace reading habits, comparing the concern to earlier fears that television would erode reading.

That is because while media formats evolve, the demand for reading and text persists, even as delivery shifts toward digital formats such as e-books, Tao said.

Although attention is limited, Tao said, individuals can still prioritize essential tasks through self-control.

He said that while platforms offer fast-forward options, most viewers still watch entire videos for immersion or social interaction.

"Short videos deliver fresh content quickly," Tao said, "but they will not replace all other forms of content."

Hsieh Pei-fang (謝佩芳), a board member of the Digital Marketing Association, said the rise of short videos is not inherently negative, calling them an efficient way to convey information.

She warned, however, that excessive consumption could affect attention and cognitive abilities, underscoring the importance of media literacy so users know when to stop.