Hi there - In this edition of our newsletter, we dive into the numbers behind long-form video. Before we get into it, we wanted to acknowledge the news this month that YouTube is restructuring its creator management teams. There are undoubtedly questions about what this means for creators. YouTube has shared that the restructuring is designed to streamline operations across global teams, and the move has resulted in layoffs. It isn’t clear that creator support will be impacted by these changes, but we should all keep an eye on the evolving situation together. Our Creator team is always available for any questions or support we can offer. Don’t hesitate to reach out to us at [email protected].  

—The Spotter Creator Team

The Rise of Long-Form Content: What the Numbers Reveal

Tl;dr – Almost one year after YouTube enabled monetization on Shorts, we see long-form videos getting longer. What does this mean for creators in terms of watch time, views, and revenue? We dug into the numbers and found that creators are benefitting in several ways with longer videos. 

First, here’s a look at monthly uploads by video type, showing that 20+ minute videos are on the rise: 

We also found that longer videos (20-45 minutes) performed better than shorter long-form content last year – both in terms of views and revenue per video in the first 30 days: 

As the share of 20+ minute videos grows in global views and watch time, the share of shorter long-form videos decreases: 

To see the impact this can have on an individual level, here’s a look at one Spotter creator’s success with increased video length. During the year when they increased average video length by 21%, they enjoyed a 76% increase in average views and a 77% increase in average revenue. It is important to also note that the increase in average video length is only one of the contributing factors in their performance change: 

Takeaways:

• Creators are uploading longer videos, with the majority of watch time and views driven by 20+ minute videos

• More viewers are spending time watching longer videos 

• Creators who are publishing longer content are generating more watch time, which is a contributing factor to their increase in revenue. 

• Creators aspiring to increase their revenue could consider increasing the length of their videos in order to potentially boost watch time and overall revenue. 

Questions? Contact the Creator Team if you want to dig deeper.  

• VidIQ acquires Creator Now, an online learning platform for creators co-founded by Airrack.

• Preppy Kitchen's John Kanell announces new cookbook of ‘quick and easy’ recipes.

• FilmRise announced a new distribution partnership with social media company Viral Nation, which will include content from TurboToyTime’s Andrew Schrock.

• MrBeast tests video on X after Elon Musk’s invitation and it received over 100M views.

• Nimona, a film featuring Eugene Lee Yang of the Try Guys, goes from underdog to surprise animation awards contender after receiving the most nominations for the genre's 2024 Annie Awards.

• Lizzy Capri spoke to Business Insider about her pivot on YouTube and why she says it was worth it.

• MrBeast is reportedly on the verge of closing a $100 million TV show deal with Amazon Studios.

• Colin and Samir have partnered with Kajabi to launch an educational series called Creator Startup.

• FaZe Clan teamed up with DoorDash to launch FaZe Subs, featuring a range of sandwiches that draw inspiration from the diverse tastes and preferences of their very own members, including Spotter creator FaZe Rug.

Jobs

• The Stokes Twins are hiring a full-time Video Editor (Remote, Los Angeles preferred).

• Kinigra Deon is hiring a Casting Director, Video Editor, Ideation Strategist, and more (Remote). 

YouTube

• YouTube has released more information on when creators can expect to see the new Thumbnail Test and Compare feature.

• YouTube has rolled out new generative AI features, such as comment topics summarized by AI.

"You can't use up creativity. The more you use, the more you have." 

– Maya Angelou