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Mid-form video: Beyond the long and the short of it - Venture Insights

Report Overview

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Mid-form video: Beyond the long and the short of it

PublisherEnders Analysis.
Publish Date July 22, 2016
Sector Broadcast TV, Media, online video, Technology.
Company 21st Century Fox, BBC, Channel 4, SKY, Turner, vice media, YouTube.

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Video content is crudely defined. If something is not very short (<10 minutes) then it tends to be considered long-form. But there is a middle ground – one which displays a distinctive combination of characteristics in terms of production, broadcasting and viewing.

Mid-form video (between 10 and 20 minutes) has the ability to carry the narrative arcs normally associated with long-form programming, whilst also retaining the snackable and shareable attributes of short-form.

The footprint of mid-form is, so far, small. However, it is growing, as its unique qualities, such as excellent ad completion, become more readily recognised.