US viewers want short clips to help discover streaming

Bango has published research suggesting many US viewers want quicker ways to watch and discover streaming content, with demand for clips and highlights strongest among younger adults.

The survey of 2,500 US adults found that 32% would rather watch highlights from a show than every full episode, rising to 43% among Gen Z. It also found that 40% would use streaming services more often if they offered short clips from their shows, increasing to 53% among Gen Z.

The findings suggest a shift in how some audiences want to engage with streaming platforms. Rather than replacing long-form television, clips appear to serve as an entry point for discovery and a lighter viewing option between full episodes.

More than half of respondents, 51%, said clips help them discover shows worth paying to watch. At the same time, 65% said new episodes of shows they follow are important in their decision to keep paying for a streaming service, suggesting that shorter video and traditional episodic viewing can coexist.

Bango's data also indicates that short-form features may already be changing behaviour on some platforms. Some 37% of Americans said they use their streaming service more often now that it includes vertical video clips, rising to 47% among Millennials.

Family use

The research also examined whether streaming services could become an alternative source of short-form video for families seeking options outside social media platforms. More than four in ten respondents, 44%, said they see value in short videos from a brand they trust.

Another 37% said curated clips would help keep their children off social media, rising to 47% among Millennials. The question has gained relevance as governments in several markets examine or tighten restrictions on children's access to social media services.

The survey suggests some consumers may see established streaming platforms as a more controlled environment for short videos than social feeds. That could create an opening for streamers to present selected clips from familiar shows in a format closer to mobile video habits.

Price remains central to retention. Alongside demand for shorter viewing options, 61% of Americans said they would be more likely to keep a subscription if they could get it for less through a bundle.

That links viewing preferences to the broader economics of subscriptions. For streaming companies and telecoms groups that package services together, the data suggests lower-priced access and easier content discovery may be complementary rather than separate strategies.

Bango also found that 40% of respondents said original or exclusive short videos could help justify the price of a streaming subscription. For providers facing pressure over churn, that points to another possible role for clips beyond marketing alone.

Bundles and value

The research highlighted how bundling is already part of the response to subscription fatigue, especially among younger consumers. Among Gen Z respondents, 21% said they had switched from paying for a service separately to getting it through a bundle to save money in the past year.

Consumers also identified which extra services could make a streaming package more appealing. Some 23% said a music subscription would make a streaming service more valuable to them, followed by food delivery benefits at 20% and shopping memberships offering free shipping or discounts at 19%.

These findings suggest that for streamers, customer value may increasingly depend on a mix of price, packaging and usability. Short clips may help users decide what to watch, while bundles may make it easier for them to keep paying once they do.

Paul Larbey, Chief Executive Officer of Bango, said: "It's tempting to read these findings as evidence that nobody has the patience for a full episode any more. But people still value the shows they follow. The opportunity is to give them different ways to enjoy that entertainment, depending on the time and attention they want to give it, as well as new ways to discover shows without having to fully commit.

"For families, there's another question: can children enjoy short videos without being drawn into a social media feed? Curated, age-appropriate clips from familiar shows could offer another option, particularly as restrictions on children's social media access take effect.

"Streaming services have stories and characters people already love. Shorter formats could help audiences enjoy more of those catalogues, while getting a subscription through a phone, broadband or banking bundle could make it more affordable to keep. Together, streaming services and bundlers such as telcos and banks can give people more ways to enjoy their favourite entertainment at a price that works for them."