Consumers Turning To Positive Content During Trying Times

With the pandemic, social and political unrest, wildfires and everything else that 2020 has brought, it probably isn’t surprising that people are looking for something to cheer them up. One sign of that, from digital content producer TheSoul Publishing, is data showing consumers are flocking to positive short-form videos online.

In its survey of 2,000 men and women, age 16 and up, in the U.S., TheSoul Publishing found that 42 percent of people are spending more time watching short-form video—less than 10 minutes long—content during the pandemic. It also found an outsized preference for positive content as respondents indicated that music videos (38 percent), comedy (36 percent), cooking or baking (33 percent), and DIY or crafting videos (29 percent) were the most frequently selected categories consumers are watching more of now versus six months ago.

Short-form video content was growing in popularity before the pandemic hit, with younger audiences in particular flocking to a variety of streaming and social media platforms. However, the pandemic has served as a catalyst for massive growth of the medium, as 84 percent of audiences cited spending more or the same amount of time watching short-form videos during the pandemic than before, with many reporting that they use these quick videos to help them adjust to and cope with disruptions to everyday life. For example, nearly 30 percent of Americans stated that they watch positive online video content to improve their mood, while 26 percent said they watch for inspiration for ideas and projects, and 19 percent said they watch to escape from the news of the day. Most expect this trend to continue, with 78 percent of consumers agreeing that fun and positive online video content will become an even more important and popular source of entertainment in the future.

"It's interesting to see that it's not just any short-form video that's resonating with the American audience right now. It's really positive content that has taken the spotlight, becoming the popular form of escapism and a welcome source of entertainment," says Victor Potrel, vice president of platform partnerships at TheSoul Publishing. "For content creators and brands looking to get in front of shoppers around the holiday season, there's a lot that can be learned about what is more likely to resonate and break through."

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