1 hour 45 minutes
Average Daily Short-Form Video Consumption
Average daily time spent by UK users on platforms like TikTok, Instagram Reels, and YouTube Shorts in 2026.
£2.8 billion (approximately $3.4 billion)
UK Digital Advertising Spend on Short-Form Video
Total UK digital ad expenditure dedicated to short-form video campaigns in 2026.
78%
Percentage of Brands Using Short-Form Video in Campaigns
Proportion of UK brands incorporating short-form video into their marketing strategies in 2026.
6.2%
Average Engagement Rate per Video
Average viewer interaction rate (likes, shares, comments) per short-form video in the UK.
TikTok (45%)
Top Platform for Short-Form Video Ads
Distribution of ad spend across platforms, with TikTok leading in the UK.
By 2026, UK consumers are spending nearly two hours daily engaging with short-form videos, reflecting a significant shift in content consumption habits. Brands are increasingly leveraging platforms like TikTok and Instagram Reels to reach audiences, with an 78% adoption rate among marketers. The ad spend on short-form video has surged, indicating its importance in digital marketing strategies and its effectiveness in driving engagement and brand awareness.
Overall, the UK's digital advertising landscape has evolved to prioritize short-form video content, with high engagement rates and dominant platform usage. As consumer preferences continue to favor quick, entertaining content, businesses are investing heavily in these formats to maximize reach and ROI. The trend shows no signs of slowing down, promising further growth in this dynamic marketing space.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.