The Rise of Long-Form Content on YouTube
Welcome to the latest BHC Bulletin, this is another single-subject note, on the rise of YouTube as a “channel” in its own right. How the audience is consuming content, and why you as a business should be thinking about developing a channel with your personal or corporate content.
YouTube has undergone a significant, quiet, yet quite deliberate transformation, evolving from a platform dominated by short, user-generated clips to a leading destination for long-form content, or linear television
This shift has positioned YouTube as a formidable player in the television landscape, rivalling traditional broadcasters and streaming services – indeed in the US YT gets more eyeball minutes than any other single platform or service.
Research by Digital I reported in TVTech indicates a significant increase in the consumption of extended videos on YouTube:
www.tvtechnology.com/news/long-form-content-viewing-on-youtube-rose-8-percent-in-2024
In 2024, the average viewing time for videos lasting 30 minutes or more rose by 8 percentage points, from 65% in October 2023 to 73% in October 2024. This trend is particularly noticeable among young adults, with their long-form content viewing on mobile devices increasing from 58% to 79% in the same period.
And why’s this happening:
It can be attributed to YouTube’s wide and varied content offerings, which range from in-depth documentaries and comprehensive tutorials to serialised shows and live streams.
Creators are increasingly producing high-quality, long-form videos that engage audiences for extended periods, fostering deeper connections and higher viewer retention.
Beech Hill Consultancy is already working with leading independent television producers to develop You Tube channels that deliver impact, eyeballs and revenue.
YouTube’s Dominance in Television Streaming…yes really!
YouTube’s influence now extends beyond computers and mobile devices into living rooms worldwide. As of December 2024, YouTube emerged as the most-streamed platform on televisions, surpassing traditional streaming giants in viewing time. This shift is facilitated by the YouTube app’s integration into smart TVs and streaming devices, making it easily accessible to a broad audience.
Neal Mohan, YouTube’s CEO, highlighted this transition, noting that TV screens have surpassed mobile devices as the primary medium for consuming YouTube content. In the UK, 34% of YouTube viewing time occurs on TV sets, a figure that continues to rise, especially among younger demographics.
Our own data shows that more than 55% of the audience is watching through a TV screen – not a mobile or tablet you would instinctively expect YT viewers to be using.
In addition, our own data doesn’t have the kids watching longform but over 50’s are the core demographic for viewers.
It’s true – YouTube has scaled back its investment in original scripted content, it continues to serve as a launchpad for creators who transition to mainstream media.
YouTubers, such as MrBeast, have expanded their reach through collaborations with platforms like Amazon Prime Video, blending the lines between digital and traditional media. This strategy underscores YouTube’s role as a launch-pad for talent that resonates with diverse audiences.
The Guardian has more on this here:
https://www.theguardian.com/tv-and-radio/2025/feb/18/beast-games-youtube-television
Implications for Advertisers and Content Creators
The platform’s evolution offers significant opportunities for advertisers and content creators. The rise in long-form content consumption allows for more immersive advertising experiences and sponsorships. Brands can engage with audiences through integrated content, product placements, and collaborations that align with viewer interests.
For content creators, the demand for extended videos opens avenues for deeper storytelling, comprehensive tutorials, and serialised content that can attract and retain subscribers. Monetisation opportunities are enhanced through longer watch times and diversified content offerings.
Plus, YT seems to have escaped the worst of impact of the moderation rows and changes at Meta and X – so it’s a more tolerant environment in the main.
YouTube’s transformation into a leading platform for long-form content signifies a clear and irreversible shift in how audiences consume media. Its seamless integration into television viewing habits, coupled with a diverse array of content, positions YouTube as a formidable competitor in the entertainment industry.
As the platform continues to evolve, it offers unparalleled opportunities for advertisers, creators, and viewers alike, solidifying its status as one of the cornerstones of modern media consumption.
This MarketWatch article has much more detail on YT’s history and revenue:
Anyone with a content library should be looking at YT as a distribution platform – corporates, indi’s even schools and universities can create their own channels. Beech Hill Consultancy is happy to give advice and maximise brand, message and impact of any new YT venture…just get in touch: www.beechhillconsultancy.com