Short-form video content has become a central part of daily digital consumption in Germany, with over 41 million individuals aged 14 and above engaging with platforms such as TikTok, Instagram Reels, and YouTube Shorts on a regular basis. This is according to the latest findings from the 'Video Trends 2025' study, commissioned by the country's media authorities and conducted by the research institute mindline media.

The research, which surveyed more than 3,000 German-speaking internet users over the age of 14, reveals that 59 percent of this demographic consume short videos multiple times per week or even more frequently. The study classifies short videos as brief clips, typically ranging from just a few seconds to a few minutes in length, distributed across major social media platforms.

Instagram Reels Lead in Popularity, While TikTok Dominates Engagement Time

Among the various platforms, Instagram Reels emerged as the most widely used, attracting around 27.7 million regular viewers who access short video content several times per week. However, the highest daily engagement was recorded on TikTok: approximately two-thirds of frequent users reported spending more than an hour per day on the platform. By contrast, the majority of users spend less than one hour daily on Instagram Reels or YouTube Shorts.

Primary Motivations: Entertainment, Relaxation, and Learning

The study explored the reasons behind the widespread appeal of short-form videos. The main drivers include alleviating boredom, seeking entertainment, and finding inspiration. Specifically, 61 percent of respondents indicated that they watch short videos to pass the time when bored. Entertainment was cited by 58 percent, while 42 percent turn to these clips for relaxation. Additionally, around 40 percent of users engage with short videos to acquire new knowledge or learn new skills.

Short Videos as a Source of Political Information

Short-form videos are not only used for leisure and learning; they also play a significant role in the dissemination of political information. The study noted that about one-third of users watched political content in short video format during the recent federal elections in Germany. For 20 percent of these viewers, short videos were an important factor influencing their voting decisions.

About the Study

The 'Video Trends 2025' survey was conducted online between June 13 and June 27, 2025. The sample consisted of 3,025 German-speaking individuals aged 14 and above, all of whom had internet access. The methodology was designed to ensure the sample was representative of the broader population.

The findings underscore the ongoing shift in media consumption habits in Germany, highlighting the significant reach and influence of short-form video content across various age groups. As these formats continue to grow in popularity, they are expected to play an even greater role in information dissemination, entertainment, and digital engagement in the coming years.