Shortform Surge and Longform Loyalty Reshape YouTube Playbook for Communicators
In the fast-changing world of digital media, communicators face a growing challenge: how to break through with content that actually holds attention. According to new data from Tubular Labs, YouTube audiences are responding to two very different approaches. Both ultra-short and ultra-long content are outperforming mid-length formats, and each is being used to drive remarkable engagement.
Tubular Labs is the global leader in social video intelligence. The company provides a unified view of how audiences behave across YouTube, Instagram, Facebook, Twitch and more. With a database that covers more than 15 billion videos and 40 million creators, Tubular equips brands, agencies and media organizations with the tools to spot emerging trends, understand audience behavior and shape video strategies that work.
Its June 2025 report highlights three standout success stories on YouTube: Disney+, MSNBC and creator Ryan Trahan. Each used a distinct strategy to build viewership and deepen audience connection.
Disney+ Doubles Down on Shorts
Disney+ saw a 75 percent increase in unique U.S. viewers on YouTube in June. This was driven by a surge in shortform content. Of the 51 videos uploaded by Disney+ during the month, 45 were under 60 seconds. The company used YouTube Shorts to spotlight both new and classic programming, leaning on the platform’s algorithm to reach casual scrollers.
With this approach, Disney+ reached 79 million unique U.S. viewers, placing second for the month behind only meme-focused account Eggdar, which hit 81.9 million. Disney+ did not overwhelm the platform with volume but rather used short content strategically. Communicators should take note. Shortform is not just a trend. It is a high-performing awareness tool when paired with purpose and consistency.
MSNBC and MeidasTouch Find Power in Going Long
While Disney+ thrived with brevity, MSNBC and MeidasTouch leaned into longform and live video with impressive results. MeidasTouch saw a 36 percent increase in minutes watched in the U.S., reaching 1.2 billion. MSNBC grew watch time by 11 percent, hitting 1 billion minutes.
MSNBC uploaded 1,460 videos in June, including several long videos and one marathon livestream covering the U.S. Senate’s “vote-a-rama.” That single 22-hour video earned 1 million views and ranked among the network’s top-performing posts for the month. These examples prove that audiences will commit to long content if it delivers relevance, timeliness and value.
Ryan Trahan Turns Travel into Television
YouTube creator Ryan Trahan took a different route. His 50-day, 50-state road trip series turned a simple idea into a loyal viewership engine. The videos featured state-by-state highlights and personal reflections. The result was a 120 percent increase in U.S. watch time, hitting 569.8 million minutes for June. That total put him ahead of many major networks.
Trahan’s approach did not rely on viral stunts or gimmicks. It was built on authenticity, consistency and a clear narrative. The project resonated because it felt genuine. For communicators, this shows that purpose-driven content, when executed with care, can outperform even the most polished productions.
Key Lessons for Communicators
Tubular Labs’ findings point to three critical takeaways for brands and communicators planning video content:
Shortform Works at Scale. Use Shorts as a front door. They can quickly introduce audiences to your brand or message, especially when optimized for mobile-first discovery.
Longform Builds Loyalty. Do not shy away from long content. When the story or subject has depth, extended videos and livestreams can drive deep engagement.
Authenticity Wins. Viewers respond to honest, well-told stories. Creators like Ryan Trahan prove that even simple formats can succeed if the intent is clear and the voice is relatable.
As platforms shift and audience preferences evolve, communicators will need to adopt strategies that reflect both the fragmentation and the opportunity of digital video. Tubular Labs continues to be a vital resource in this effort, offering the insights needed to stay ahead of what viewers want—and where they are going next.
