Short-form videos are tough to monetize since they do not include pre-, mid-, or post-roll advertisements, reported EMarketer.

Instead, ads are interspersed between videos, making them easy to skip. As a result, platforms that promote lengthier films stand to earn more ad revenue.

EMarketer predicts US social network video ad spending will reach $48.89 billion this year (without YouTube), a 24.6% increase from last year.

“Platforms hope longer-form videos could reverse the slowdown in time spent. That’s why they’re encouraging creators to create longer content,” according to EMarketer.

Meanwhile, in September, YouTube began allowing Shorts creators to link to longer-form material.


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