Kenya is now leading the world in short video consumption, according to a recent poll by the Reuters Institute’s 2024 Digital News Report. An impressive 94% of Kenyans watch short videos weekly, leaving even the United States in the dust at 60%.
Short-form videos, typically 5-90 seconds, are the preferred format on platforms like Instagram, TikTok, and YouTube, as they cater to modern attention spans and content consumption habits.
Short-form videos, typically 5-90 seconds, have become the primary medium for information consumption in the information era as they cater to modern attention spans and content consumption habits.
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Websites and apps like YouTube, Instagram, and TikTok have entirely transformed how we consume news, entertainment, and education. Usually lasting between sixty and ninety seconds, small videos have emerged as the new norm for holding viewers’ interest.
The short attention span of contemporary viewers, who are presented with abundant information daily, is the driving force behind this change in consumer behaviour.
Short-form videos are popular for content producers and viewers because they provide a clear and captivating means of presenting news, tales, and complicated ideas. New types of storytelling have emerged due to the popularity of short-form video material, with producers using music, images, and editing tricks to communicate their ideas successfully.
Global Short-Form Video News Trend
Nigeria followed with 92% of its population consuming short-form video news content, South Africa 82% while France reported 45%, and the United Kingdom (UK) 39%.
In Kenya, TikTok is the most frequently cited social media network for news content. According to the Reuters Institute’s analysis, TikTok continues to be the most popular platform among younger users, registering a 13 per cent growth across all markets and a 23 per cent growth among the 18-24 age group.
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Digital Age Short-Video Evolution
Short-form videos are becoming the most popular way to consume information in this information era. How we consume news, entertainment, and education has changed dramatically due to websites like YouTube, Instagram, and TikTok. Short films (60–90 seconds) capture viewers’ attention and make important ideas.
Since people’s attention spans are getting shorter, short-form movies provide an exciting and concise means of presenting news, tales, and complex concepts. They are an essential resource for companies, instructors, and performers looking to engage their audiences.
Kenyan members of parliament have since registered a willingness to have Tik tok banned in the country due to the company’s failure to adhere to the policies of self-regulation, but the government instead pushed to have the platform self-regulate and ensure that Kenyan content creators can continue making profits from the popular platform.