Australians spend 39 hours per month on TikTok. 61% are more likely to purchase after watching a product Reel. And 93% of marketers report positive ROI from video marketing.
At Vidico, we’ve produced 1,200+ video campaigns generating 1.4 billion views for brands like TikTok, Square, and Spotify. Here are the short-form video statistics Australian marketers need to know in 2026.
Key Takeaways
- 8.5 million Australians actively use TikTok monthly, spending an average of 38 hours 51 minutes on the platform each month
- 61% of consumers are more likely to purchase after watching a product demonstration Reel, with 74% directly messaging businesses after viewing
- Short-form video content delivers 2.5x more engagement than long-form videos across all social media platforms
- Australian video advertising reached AU$5 billion in FY2025, growing 21.9% year-over-year (IAB Australia)
- 93% of marketers report positive ROI from video marketing, with short-form content generating the highest returns
- The optimal length for short-form video is 15-60 seconds, with 71% of viewers deciding within just a few seconds whether to continue watching
- Captions are non-negotiable — the majority of viewers initially watch short-form videos without sound
Content
50+ Short-Form Video Statistics for Australia
1. 97.1% of Australia’s population is online
With 26.1 million people connected, Australia ranks among the most digitally connected nations. This near-universal internet access creates a massive opportunity for video marketers to reach audiences at scale.
2. 94.9% of Australians access the internet via mobile
Mobile-first behaviour dominates. This explains why vertical short-form video formats consistently outperform horizontal content—your audience is watching on their phones.
3. 77.9% of the population are active social media users
That’s 21 million Australians actively engaging on social platforms. Short-form video has become the primary content format driving this engagement.
4. Australians spend 6 hours 5 minutes online daily
Nearly a quarter of each day is spent online. Video content captures the largest share of this attention, particularly on mobile devices.
5. Video accounts for 82% of global internet traffic
Video isn’t competing with other content formats—it’s dominating them. This shift has made video production capability a business necessity, not a nice-to-have.
6. AU$5 billion invested in video advertising (FY2025)
Australian video advertising reached $5 billion in FY2025, accounting for 29% of total digital advertising spend. Video is now the growth engine of digital marketing.
7. Video ad spend grew 21.9% year-over-year
According to IAB Australia, video advertising is the fastest-growing digital ad format. This growth rate outpaces every other category.
8. Social video advertising grew 36.7% YoY
Social video is growing nearly twice as fast as overall video advertising. Brands are shifting budgets to where audiences are spending their time.
9. 8.5 million monthly active TikTok users in Australia
TikTok has become the fourth most popular social platform in Australia, reaching roughly one-third of the population.
10. 350,000+ Australian businesses use TikTok for marketing
From local cafes to enterprise brands, Australian businesses are using TikTok to reach new audiences. The platform generated $1 billion in direct revenue for Australian businesses in FY23.
11. TikTok ads reach 46.6% of Australians aged 18+
Nearly half of Australian adults can be reached through TikTok advertising, making it a serious contender for media budgets.
12. 90%+ of TikTok users open the app multiple times daily
TikTok’s algorithm creates habitual usage patterns. Users don’t just visit—they return throughout the day.
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13. Australians spend 38 hours 51 minutes per month on TikTok
That’s more time than any other social platform. TikTok dominates attention metrics, making it essential for brand awareness campaigns.
14. 38% of Australian adults use TikTok regularly
TikTok has moved well beyond Gen Z. More than one-third of all Australian adults now use the platform regularly.
15. 53% of Australian TikTok users are women
The gender split skews slightly female, though the platform maintains broad appeal across demographics.
16. 39% of Australian social users use TikTok to follow trends
TikTok has become the trend discovery platform. Users turn to it to stay current on everything from fashion to finance.
17. 38% of TikTok users purchase monthly based on recommendations
More than one-third of users make purchases based on TikTok content at least once a month. The platform drives real commerce.
18. 41% have visited a store featured on TikTok videos
TikTok influence extends offline. Nearly half of users have visited a physical store after seeing it featured in content.
19. 61% of Australians under 25 use TikTok for travel inspiration
For younger audiences, TikTok has replaced traditional travel research. Short-form video now drives destination decisions.
20. 34% of Gen Z users rely on TikTok as a primary news source
One-third of Gen Z gets news from TikTok, reshaping how brands think about content distribution and thought leadership.
21. 14.3 million Instagram users in Australia
Instagram reaches more than half of Australia’s population, making it essential for any comprehensive video strategy.
22. Australians spend 12 hours 8 minutes per month on Instagram
While lower than TikTok’s time-on-platform, Instagram’s audience is often further along the purchase journey.
23. Instagram audience: 55.2% female, 44.8% male
Instagram skews slightly more female than TikTok, though the split remains relatively balanced.
24. Average Reels engagement rate: 2-5.5% for brands
Reels engagement varies by account size and content type, but consistently outperforms static posts and carousels.
25. Reels reach 36% more users than carousels
The algorithm favours Reels. If you’re posting carousels when you could be posting Reels, you’re leaving reach on the table.
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26. Reels reach 125% more users than static images
More than double the reach compared to photos. This stat alone should shift your content mix toward video.
27. 2 billion people interact with Reels monthly (global)
Reels has achieved massive scale globally, giving brands access to audiences across markets and demographics.
28. 74% of users directly message businesses after watching a Reel
Reels drive direct action. Nearly three-quarters of viewers reach out to businesses after engaging with their video content.
29. 61% more likely to purchase after viewing a product demo Reel
Product demonstration videos convert. Showing your product in action drives significantly higher purchase intent.
30. 79% of Gen Z users have purchased after seeing a Reel
For younger audiences, the path from Reel to purchase is remarkably short. Gen Z doesn’t just watch—they buy.
31. Reels deliver 1.3x higher conversion rates than TikTok for e-commerce
For brands focused on direct sales, Reels outperforms TikTok on conversion metrics despite lower overall reach.
32. 20.8 million YouTube users in Australia
YouTube reaches more Australians than any other video platform—over 80% of the population.
33. YouTube ads reach 77.9% of Australia’s population
The advertising reach is unmatched. YouTube offers scale that no other video platform can match in Australia.
34. 87.8% YouTube penetration in Australia
Nearly 9 in 10 Australians use YouTube. It’s not a niche platform—it’s where the country watches video.
35. Australians spend 17.1 hours per month on YouTube
Substantial monthly viewing time creates multiple touchpoints for brands to connect with audiences.
36. YouTube Shorts receives 200+ billion daily views globally
Shorts has tripled its viewership since 2024. The format is now central to YouTube’s content ecosystem.
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37. 2 billion monthly active Shorts users
Shorts has achieved platform-scale adoption, matching Instagram’s Reels user base globally.
38. 72% of YouTube users watch Shorts weekly
Short-form video isn’t a side feature on YouTube—it’s become core viewing behaviour for the majority of users.
39. YouTube Shorts engagement rate: 5.91% (highest)
Shorts leads all short-form platforms on engagement rate. The format rewards quality content with strong interaction metrics.
40. TikTok engagement rate: 5.75%
TikTok’s engagement rate sits just below YouTube Shorts, making it the second-most engaging short-form platform.
41. Facebook Reels engagement rate: 2.07%
Facebook Reels lags behind other platforms on engagement, though its reach among older demographics can still deliver value.
42. Short-form video delivers 2.5x more engagement than long-form
The engagement multiplier is significant. Short-form isn’t just more efficient to produce—it performs better.
43. Social videos are shared 1,200% more than text and images combined
Video content spreads. If you want organic reach and earned media, video is the format that delivers.
44. 87% of Australian SMEs rate social video as highly valuable
Small and medium businesses recognise video’s impact. The challenge is producing enough content to maintain a presence.
45. 93% of marketers report positive ROI from video marketing
Video delivers returns for the vast majority of marketers. The question isn’t whether to invest—it’s how much.
46. 21% say short-form video generates the highest ROI
Per HubSpot 2025, short-form video tops the ROI rankings among all content formats. It’s the most efficient path to results.
47. 54% of Australian SMEs increased video marketing budgets YoY
More than half of SMEs are investing more in video year over year. Budgets are following where attention goes.
48. SMEs allocate 21-30% of marketing budget to video content
Video now commands a significant share of Australian businesses’ marketing spend, reflecting its central role in strategy.
49. 71% of viewers decide within the first few seconds to keep watching
Your hook determines everything. If you don’t capture attention immediately, you’ve lost the viewer.
50. Optimal video length: 15-60 seconds
The sweet spot for short-form video balances enough time to deliver value without losing viewer attention.
51. Videos 50-60 seconds achieve 76% completion rate
Longer short-form videos (closer to 60 seconds) actually see higher completion rates when the content delivers value throughout.
52. 80% more likely to complete video with captions available
Captions aren’t optional. Viewers are significantly more likely to watch your entire video when captions are present.
53. 73% prefer short-form videos to search for products/services
When researching purchases, consumers prefer video over text. Product videos aren’t just marketing—they’re expected.
54. 82% say watching a video influenced their purchase decision
Video directly drives revenue. More than four in five consumers credit video with influencing what they buy.
How Big Is the Short-Form Video Market in Australia?
Short-form video has become the dominant video format for reaching Australian consumers and building brand visibility. Australian video advertising reached $5 billion in FY2025, growing 21.9% year-over-year according to IAB Australia. Video now represents 29% of all digital advertising spend in Australia.
“Short-form content isn’t just about cutting things down; it’s about making every second count. By streamlining production and focusing on high-impact visuals, you create content that grabs attention quickly and leaves a lasting impression, driving engagement and brand visibility.” — Michael Pirone, CoFounder, Vidico
This mobile-first behaviour (94.9% access via mobile) explains why short-form video continues to outperform static images and long-form content. When over half of your audience primarily browses on their phones, the vertical video format becomes the natural choice for capturing their attention.
These figures demonstrate that short-form video advertising isn’t a passing marketing trend—it’s the foundation of modern digital marketing strategy for social media marketers.
TikTok Statistics Australia: What the Data Reveals
TikTok has transformed how Australians discover brands, consume content, and make purchase decisions. With 8.5 million monthly active users spending 38 hours 51 minutes per month on the platform, TikTok has the highest engagement of any social media platform in Australia.
The purchase behaviour is what matters most for video marketers: 38% of TikTok users purchase at least once a month based on recommendations, and 41% have visited a store featured on TikTok videos.
These short-form video statistics show that TikTok isn’t just for digital entertainment—it’s a powerful marketing tool driving real business outcomes.
Want to see what high-performing short-form content looks like? Explore our portfolio featuring campaigns for leading tech brands that have generated millions of views across TikTok, Reels, and Shorts.
Instagram Reels Statistics Australia: The Conversion Leader
While TikTok dominates time spent, Instagram Reels leads in purchase conversions for Australian audiences. With 14.3 million Instagram users and Reels consistently outperforming static content, the platform delivers strong performance for brands.
The conversion data is compelling: 74% of users directly message businesses after watching a Reel, and 61% are more likely to purchase after viewing a product demonstration. Additionally, Gen Z users show even stronger purchase intent—79% have bought something after seeing a Reel.
If your video content strategy prioritises conversions over reach, Reels should be central to your approach.
YouTube Shorts Statistics Australia: The Reach Champion
YouTube Shorts combines massive reach with the world’s second-largest search engine. With 20.8 million Australian users and 87.8% penetration, YouTube reaches more Australians than any other video platform.
The engagement advantage is significant: YouTube Shorts achieves a 5.91% average engagement rate—the highest among short-form video platforms, beating TikTok (5.75%) and Instagram Reels. With over 200 billion daily views globally, Shorts has tripled its viewership since 2024.
YouTube Shorts offers something unique: the ability to create videos that drive discovery and then funnel viewers to longer videos, explainer videos, or your website. This makes it particularly valuable for B2B video marketing, where the buyer journey is longer.
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Platform Comparison: Which Short-Form Video Platform Should You Prioritise?
Different short-form video platforms serve different marketing goals. Here’s how they compare for Australian businesses:
| Platform | Monthly Users (AU) | Avg. Time Spent | Engagement Rate | Best For |
|---|---|---|---|---|
| TikTok | 8.5M | 38hr 51min | 5.75% | Brand awareness, Gen Z users, viral reach |
| Instagram Reels | 14.3M | 12hr 8min | 2-5.5% | Purchase conversions, 25-44 audience |
| YouTube Shorts | 20.8M | 17hr 6min | 5.91% | Search discovery, B2B, longer journeys |
| Facebook Reels | 17.7M | ~19hr | 2.07% | Broader demographics, local business |
Platform Selection by Goal:
For Maximum Reach: YouTube Shorts (20.8M users, 87.8% penetration)
For Highest Engagement: YouTube Shorts (5.91%) or TikTok (5.75%)
For Purchase Conversions: Instagram Reels (74% purchase rate)
For Gen Z Users: TikTok (34% use it as primary news source)
For B2B/Professional: LinkedIn video (3x engagement vs. text, plus YouTube Shorts for discovery)
The smart approach isn’t choosing one—it’s building a system that produces short-form video content optimised for each platform from a single production.
Short-Form Video vs. Long-Form Videos: What Performs Better?
The short-form video statistics clearly favour concise content for social media platforms. Here’s the comparison:
Engagement Comparison:
- Short-form videos get 2.5x more engagement than long-form videos on social platforms
- Social videos are shared 1,200% more than text and image posts combined
- Video posts on LinkedIn achieve 3x the engagement of text-only updates
Viewer Retention:
- Videos under 90 seconds retain ~50% of viewers on average
- 60% of short videos are watched for 41-80% of their length
- 71% of viewers decide within just a few seconds whether to continue watching
- Longer videos (50-60 seconds) achieve 76% completion rate—the highest for short-form
Content Type Performance:
- Short-form video format is the #1 content type for ROI, according to 39% of video marketers
- 73% of consumers prefer short-form videos when searching for products or services
- 78% of modern consumers prefer short videos when learning about products
This doesn’t mean long-form content is dead. The most effective video marketing strategy uses short clips to capture attention and drive viewers to long-form videos for deeper engagement. Think of short-form as the hook that leads to explainer videos, case studies, Facebook Stories, and detailed product demonstrations on your website.
How Australian Consumers Watch Short-Form Video Content
Understanding viewing habits is critical for creating engaging content. Key insights:
Sound-Off Viewing: 69% of Australians watch short videos with sound off. Captions and text overlays aren’t optional—they’re required for audience engagement.
Attention Spans and Optimal Length: 71% of viewers decide within just a few seconds whether to keep watching. Modern attention spans favour concise content, with the optimal length being 15-60 seconds.
Content Preferences: 73% prefer short-form videos to search for products and services, and 82% say watching a video influenced a purchase decision. Gen Z users prefer authentic online videos over polished advertising.
Looking for proven video hooks that capture attention in the first 3 seconds? Comment “hook me up” on this LinkedIn post to access 100+ winning hooks from high-performing campaigns.
ROI Statistics: What Australian Marketers Are Actually Achieving
The business case for short-form video is clear. Here are the video statistics that matter:
Marketer Sentiment:
- 87% of Australian SMEs acknowledge social video as highly valuable
- 87% of marketers report positive ROI from short-form video
- 39% of marketers say short-form video generates the highest ROI of any video format
Budget Allocation:
- Over 54% of Australian SMEs increased video marketing budgets year-over-year
- Medium-sized businesses allocate 21-30% of marketing budget to video content
- Video ad spending grew 14% year-over-year, outperforming all other digital formats
Conversion Impact:
- 74% of Australians purchased after watching a Reel
- 38% of TikTok users purchase monthly based on platform recommendations
- Video content increases click-through rate by 65% compared to static images
These short-form video statistics demonstrate that the format isn’t just about brand visibility—it’s a direct driver of revenue.
Production Best Practices: What Makes Short-Form Video Content Effective?
Based on the video statistics and our experience producing 1,200+ campaigns, here are the elements that drive performance:
Optimal Video Length:
- Best performing: 15-60 seconds
- Highest completion rate: 50-60 seconds (76%)
- For quick brand awareness: Under 30 seconds
Hook Requirements:
- Capture attention in first 3 seconds (71% decide by then)
- Lead with the problem or payoff—not your logo
- Use text overlays for sound-off viewers
- Create engaging content that stops the scroll within just a few seconds
Sound-Off Optimisation:
- Include captions on 100% of short-form video content
- Design for comprehension without audio
- Test videos with sound off before publishing
Volume Matters:
- Companies testing 5+ variations see 2-3x better conversion rates
- Consistent posting outperforms occasional viral attempts
- Systems-based production enables scale without proportional cost increases
Get your free video marketing plan tailored to your funnel and business goals.
B2B Applications: Short-Form Video for Tech and Professional Services
Short-form video isn’t just for consumer brands. The statistics show growing adoption among B2B video marketers: 71% use video in their strategies, and 73% report positive ROI. LinkedIn videos achieve 3x the engagement of text posts.
What Works for B2B:
- Quick insights and tips (thought leadership in 60 seconds)
- Customer testimonials and social proof
- Product demonstrations and feature highlights
- Industry trend breakdowns
The key insight: B2B short-form video needs to deliver valuable insights quickly. That’s where explainer videos condensed to 60 seconds excel.
Short-Form Video Trends Shaping 2026
Looking at global internet traffic patterns, these short-form video trends will define the coming year:
- Sound-Off Design as Default — With the majority of viewers initially watching muted, captions and visual storytelling are becoming the primary means of communication.
- Platform-Specific Optimisation — Generic cross-posting is declining. Brands are investing in platform-native short-form content.
- Shoppable Videos Integration — Shoppable videos are moving from experiment to standard, with tighter integration between short-form video content and purchase paths.
- Longer “Short” Videos — YouTube Shorts and Instagram Reels now allow up to 3 minutes, enabling more substantive content.
- User-Generated Content at Scale — User-generated content continues to outperform polished brand content for authenticity.
How to Scale Short-Form Video Production Without Scaling Costs
The challenge most marketing teams face isn’t knowing short-form video matters—it’s producing enough video content to maintain presence across multiple social media platforms.
Traditional Approach Problems:
- Separate productions for each platform
- High per-video costs
- Inconsistent messaging and long turnaround times
Systems-Based Solution:
- Single productions optimised for multiple short-form video platforms
- Asset banks of reusable elements (intros, transitions, graphics)
- Templates for rapid iteration
- 3-4x more content with the same budget
At Vidico, our work with brands like TikTok and Square shows that systematic approaches reduce costs by 30-40% while increasing output. For short-form video, where volume matters, you need consistent short clips across platforms week after week—not occasional viral attempts.
Ready to build a scalable short-form video strategy? Book a free strategy session, and we’ll map out exactly how systematic production works for your specific channels and target audience.
FAQs
What is the best length for short-form video content?
The optimal length is 15-60 seconds. Videos between 50-60 seconds achieve 76% completion rates. However, 71% of viewers decide within the first few seconds whether to continue, so the hook matters more than total length.
Which short-form video platform has the highest engagement in Australia?
YouTube Shorts leads with 5.91% average engagement rate, followed by TikTok at 5.75%. For purchase conversions, Instagram Reels performs best—61% of viewers are more likely to purchase after watching a product demonstration.
How much time do Australians spend watching short-form video?
Australians spend 38 hours and 51 minutes per month on TikTok alone. YouTube averages 17-21 hours monthly, and Instagram around 12 hours. Combined, short-form video represents a significant portion of daily internet traffic.
What percentage of viewers watch videos with sound off?
The majority of social video viewers initially watch without sound. Studies show viewers are 80% more likely to complete a video when captions are available. This makes captions and visual text overlays non-negotiable for any video content strategy.
How much are Australian businesses investing in video advertising?
Australian video advertising reached $5 billion in FY2025, growing 21.9% year-over-year (IAB Australia). Video now represents 29% of all digital advertising spend, with social video growing 36.7% YoY.
What ROI do marketers see from short-form video?
93% of marketers report positive ROI from video marketing (Wyzowl 2025), with 21% identifying short-form video as generating the highest returns (HubSpot 2025). 61% of consumers are more likely to purchase after watching a product demo Reel, demonstrating direct revenue impact.
How many businesses in Australia use TikTok for marketing?
Over 350,000 Australian businesses actively use TikTok. TikTok ads reach 46.6% of Australians aged 18+.
What makes short-form video more effective than static images?
Short-form video generates 2.5x more engagement than long-form content. 82% of consumers report that watching a video influenced their purchase decision (Marketing LTB, HubSpot).
Should B2B companies invest in short-form video?
Yes. 71% of B2B marketers use video, with 73% reporting positive ROI. LinkedIn video achieves 3x engagement vs. text. B2B short-form works best for delivering valuable insights quickly through 60-second tips and product demonstrations.
Conclusion
The data points to a clear conclusion: short-form video content isn’t optional for Australian businesses in 2026. With 8.5 million TikTok users, 14.3 million on Instagram, and 20.8 million on YouTube, short-form video platforms represent the primary way Australians discover and evaluate brands.
The 61% higher likelihood of purchase after watching product Reels and 93% of marketers reporting positive ROI show this isn’t just about brand awareness—it’s a direct revenue driver.
But here’s the challenge most marketing teams face: producing enough short-form video content to maintain presence across multiple platforms while keeping quality high and costs sustainable. That’s where a systems-based approach to video production becomes essential.
Book a free strategy session, and we’ll show you how to scale your short-form video production without proportionally scaling costs—the same approach we’ve used to help brands like TikTok, Square, and Spotify achieve 400%+ increases in creative output.
References:
- https://www.meltwater.com/en/blog/social-media-statistics-australia
- https://datareportal.com/reports/digital-2025-australia
- https://www.theglobalstatistics.com/australia-tiktok-user-statistics/
- https://www.theglobalstatistics.com/australia-instagram-user-statistics/
- https://www.hubspot.com/marketing-statistics
- https://www.statista.com/statistics/1318076/video-formats-highest-return-on-investment/
- https://www.teleprompter.com/blog/social-media-video-statistics
- https://marketingltb.com/blog/statistics/short-form-video-statistics/
