An analysis of 3.5 million videos conducted by TopicTree revealed that 21.2% of YouTube videos ranked in the top search results over the past six months are shorter than 30 seconds. This data reflects a growing user trend toward short-form content on the platform following the launch of YouTube Shorts. Despite this, the platform maintains strong representation in long-form videos (over 15 minutes), while medium-length content (2 to 8 minutes) has seen a significant decline.
Although YouTube has grown, TikTok continues to dominate the field. The same study shows that over 55% of TikTok videos ranked in search results over the past six months are under 30 seconds long—nearly triple YouTube’s rate. According to Fabio Gonçalves, director of international talent at Viral Nation and an influencer marketing expert with over ten years of experience, the rise of short videos across all platforms is a direct response to changes in digital consumer behavior.
“People are increasingly busy, navigating multiple platforms and seeking content that is quick, to the point, and delivers instant value. In this sense, Shorts emerged as a YouTube strategy not only to retain user attention but also to attract a younger audience accustomed to TikTok’s dynamics. It’s an effective way to boost creator and content discovery while strengthening trends within the platform,” he explains.
Fabio also emphasizes that it’s important to recognize YouTube’s core identity remains tied to long-form, in-depth, and often educational content. As a result, the platform is unlikely to surpass TikTok in short-form content, as TikTok was built and solidified around instant, entertainment-driven consumption. TikTok’s algorithm was designed from the ground up to deliver hyper-personalized curation with a much smoother consumption dynamic, keeping users endlessly scrolling. This explains why, even with Shorts’ growth, YouTube still can’t directly compete at the same level when it comes to short-form dominance.
Despite being seen as an older trend, Gonçalves believes short-form video consumption continues to expand rapidly, mainly because consumer behavior remains increasingly geared toward immediacy. He notes that influencer agencies must be prepared not only to strategize content but also formats—guiding creators on adapting their narratives, scripts, and communication strategies to this style.
“At Viral Nation, for example, we’ve positioned ourselves as a global agency that doesn’t just handle campaigns but develops creators’ careers, which inherently requires understanding cross-platform consumption. Today, we have a robust team focused on data, technology, and market intelligence, helping us track trends, analyze what performs best in each format, and support our talent in constant adaptation. We also heavily invest in creator upskilling through creative support, training, and content insights. We even have proprietary AI tools and in-house platforms to anticipate market shifts and build strategies that work for both influencers and brands,” he concludes.
METHODOLOGY
The research by TopicTree analyzed 3.5 million videos published on TikTok and YouTube. The dataset includes videos appearing in the top 20 search results for popular keywords on these platforms over the past two years. The study focused on performance patterns, such as video length variations, user engagement behavior, and key differences in content discovery and delivery dynamics between platforms. The full research can be accessed at https://www.topictree.com/blog/youtube-vs-tiktok-learnings.
