UK Content Trends: Short-Form Video Dominates

Jan de Vries · 2026-02-10

Let's talk about how people in the UK are consuming content these days. It's changing fast, and if you're trying to reach an audience there, you need to know what's happening. A recent survey of 2,000 Brits gives us a clear picture. The big takeaway? Short-form video isn't just popular—it's becoming the default way people want to engage. ### The Platforms That Rule the Roost So, where is everyone hanging out online? Well, Facebook is still the big player. About two-thirds of Brits (66%) are active users. But don't let that fool you into thinking it's all about the old guard. TikTok and YouTube are climbing fast, especially with younger crowds. These platforms aren't just for fun anymore; they're where people go to discover what's new—from memes to products to cultural moments. In fact, 43% of Brits turn to TikTok, YouTube, or Facebook first when they're looking for the next big thing.  ### The Rise of Short-Form Video Here's the real story: 40% of Brits now prefer short, bite-sized videos over any other format. That's a huge shift. Think about it—that's four out of every ten people choosing quick clips over long articles, blog posts, or even podcasts. And the trend is accelerating. More than a third of people (35%) say they're watching more short videos now than they were just a year ago. It's clear our attention spans are adapting to this faster pace. - 40% of Brits prefer short-form video - Only 8% regularly engage with podcasts - 35% are watching more short videos than last year  ### What Audiences Really Want From Brands This is where it gets interesting for anyone creating content. People's expectations are shifting. Nearly half of consumers (49%) say they want more authentic, relatable posts from brands. They're tired of the overly polished, salesy stuff. They want to see the real you. > "Authenticity has become the top expectation. People crave genuine connection, not just another ad." Entertainment is still important—37% want brands to be fun. But influencer-led content? It's not the golden ticket many think. Only 17% of Brits actually prefer it. The message is clear: be real, be engaging, and maybe don't put all your eggs in the influencer basket. ### How Generations Consume Content Differently The gap between age groups has never been wider. Each generation has its own habits and trusted platforms. **Gen Z (16–24)** lives on TikTok. A massive 80% use it, while only a third are regulars on Facebook. News content barely registers with them (just 8% engagement), but influencer posts do resonate (25%). **Millennials (25–44)** are a hybrid bunch. About 75% are on Facebook, but they love short-form video the most—53% prefer it, the highest of any group. Influencer content remains somewhat relevant here too. **Gen X (45–59)** still relies heavily on Facebook (75%). Their interest in news content grows, and while short-form video is catching on, nearly 40% will tune out if content feels too profit-driven. **Boomers (60+)** are a different story. TikTok usage plummets to 20%, while news engagement jumps to 34%. Only 24% are drawn to short-form video. For them, authenticity isn't just a preference—57% demand more genuine brand content, more than any other age group. ### A Look Across the UK's Regions The UK isn't a monolith. Content habits change depending on where you are. Wales leads in Facebook usage, with 78% of people active. London, however, is the trend-discovery capital, with 59% turning to TikTok first for new ideas—far ahead of Wales at 38%. What people want from brands also varies: - In Scotland, 59% crave more authentic, relatable content. - The South East responds best to entertaining posts (42%). - London has the strongest appetite for community-focused content (31%). - And in the East Midlands, influencer content performs the weakest, appealing to just 10%. So, what's the bottom line for brands? The data shows a clear national move toward short, authentic video content. But you can't use a one-size-fits-all approach. You need to understand not just the generational divides, but the regional nuances too. The audience is telling you what they want. The question is, are you listening?