Short-form videos evolve from "media" to "infrastructure"! Star Creation releases "Short-form Video White Paper vol.8" investigating major short-form video platforms

Star Music Entertainment Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Yusuke Watanabe), which specializes in marketing for short-form videos, has released the "Short-form Video White Paper vol.8," summarizing the latest usage trends of short-form videos.

About the White Paper

We are releasing the industry research report "Short-form Video White Paper vol.8" on major short-form video platforms for free.

This survey highlighted that awareness of short-form videos has reached nearly 90% across all generations, indicating complete penetration into the general public. The number of users aged 40 and over has surged significantly. Among users aged 50-60, the proportion of TikTok users who watch "almost daily" has reached 76.4%, demonstrating its evolution from a trend for younger generations to "daily infrastructure for all generations."

Furthermore, 46.1% of users took concrete purchasing actions prompted by short-form videos. In a comparative survey with TV commercials, short-form videos outperformed TV commercials in terms of the personalized feel of advertisements and their trustworthiness, with users stating they "honestly convey the pros and cons."

Download the Report

Star Creation will continue to regularly produce research reports and white papers on short-form videos, providing concrete insights that can be utilized for corporate marketing activities.

Past Releases

Short-form Video White Paper vol.1 (Released January 6, 2023)

Short-form Video White Paper vol.2 (Released July 20, 2023)

Short-form Video White Paper vol.3 (Released December 27, 2023)

Short-form Video White Paper vol.4 (Released June 24, 2024)

Short-form Video White Paper vol.5 (Released December 24, 2024)

Short-form Video White Paper vol.6 (Released June 24, 2025)

Short-form Video White Paper vol.7 (Released December 9, 2025)

Survey Result Topics

【Normalization】Usage rate among those aged 20-40 exceeds 70%. 76.4% of users aged 50-60 watch TikTok "almost daily," making it a part of daily life even for seniors.

【Gen Z Viewing Trends】"Short-form videos" ranked first among Gen Z for "videos I can't stop watching," surpassing YouTube (regular videos) and TV.

【Short-form Video Sales】46.1% of the total were influenced by short-form videos to make purchases or take action. Food and beverages (33.7%) and daily necessities (30.4%) were top categories.

【vs. TV Commercials】65.4% felt ads were "personalized for me," and 62.0% felt they "honestly convey the pros and cons," significantly surpassing TV commercials.

Survey Result Details (Partial Excerpt)

1 "Short-form videos" are the most addictive media for Gen Z

Viewing Time Rank 1: As the media watched most frequently on a daily basis, "short-form videos" ranked first among Gen Z, surpassing YouTube (regular videos).

Main Search Tool: For searching for desired items, 40.7% responded that they "search on short-form videos," exceeding other social media platforms and internet searches.

2 The reality of "short-form video sales" directly linked to purchases

High Purchase Action Rate: 46.1% of users took actions such as purchasing products or downloading apps influenced by short-form videos within the past six months.

Top 3 Purchase Categories: 1st "Food and Beverages (33.7%)", 2nd "Daily Necessities (30.4%)", 3rd "Beauty and Cosmetics (29.2%)". Deeply connected to everyday lifestyle consumption.

Influencer Impact: 70.6% (78.5% for Gen Z) responded that the presence of the creator influenced their purchase decisions, demonstrating the strong influence of creators.

3 Short-form Video Ads vs. TV Commercials

In user perception comparisons, short-form video ads recorded higher figures in all categories compared to TV commercials. This indicates that short-form video platforms are perceived as places where "advertisements" are more readily accepted as "content."

Evaluation Item

Short-form Video Ads

TV Commercials

Place to discover new products/services

61.4%

38.6%

Many ads suited for me

65.4%

34.6%

(Personalization)

Honestly convey pros and cons

62.0%

38.0%

Key Points for Companies Implementing Short-form Video Strategies

In a survey of 100 marketers, "Designing the objective of the campaign, such as awareness, favorability, and purchase (26.4%)" was chosen as the most important factor when companies implement short-form video strategies. Establishing a clear objective design is key to successful short-form video marketing, even more so than designing the target audience and viewing context (21.3%).

Survey Design

Survey Sponsor

Star Music Entertainment Inc.

Survey Consignment: Asmark Inc. Research and Production Cooperation: The Third Strategy Inc.

Survey Period

August 2022 - October 2025 (Periodic Survey)

Survey Target

Men and women aged 10 to 60

Survey Method

Based on the following surveys, estimation work was conducted: Questionnaire survey targeting internet advertising media companies, etc. Hearing survey Various data collection and analysis

* Numbers in the graphs within this report may not match due to rounding of values below the display unit.

When quoting or reprinting survey data, please be sure to clearly state "Source: Star Music Entertainment Inc. | Short-form Video White Paper vol.8" and contact the public relations representative.

For quotes and reprints on web pages (media sites, etc.), please also include the link to the relevant article posted on our company's HP.

【Company Profile】

・Company Name: Star Music Entertainment Inc.

・Location: Shibuya-ku, Tokyo

・Representative: Representative Director Yusuke Watanabe

・Business Activities: Short-form video marketing business, creator management, etc.

・Official HP: https://starmusic.co.jp/