New Study Reveals Key Differences in Viewer Engagement Between Vertical and Horizontal Screen Videos. A recent analysis by the Digital Media Research Institute highlights significant gaps in completion rates for videos viewed in vertical versus horizontal formats. The study examined over 10,000 users across multiple platforms and found vertical-screen videos had a 75% average completion rate. Horizontal-screen videos showed a lower rate of 34%.
(Data Analysis: The Difference In The Completion Rate Of Vertical And Horizontal Screen Videos)
Researchers suggest the difference stems from user habits. Vertical formats dominate mobile-first platforms like TikTok and Instagram. Users often scroll through content quickly and prefer videos that fit their screen without rotation. Horizontal videos, common on YouTube and traditional media, require full-screen mode for optimal viewing. This extra step may reduce engagement.
The data also shows vertical videos hold attention better in shorter clips. Videos under 60 seconds performed strongest in vertical layouts. Horizontal formats saw higher completion rates for content longer than five minutes. Experts link this to user expectations. Shorter, snackable content suits vertical viewing during quick breaks. Longer content, like tutorials or documentaries, aligns with horizontal screens used for focused watching.
Age groups played a role too. Viewers under 25 completed vertical videos 82% of the time. Older audiences preferred horizontal layouts but at lower rates. The study tracked device usage and found 89% of vertical video views occurred on smartphones. Horizontal videos split between smartphones (55%) and larger screens like tablets or computers.
The research team collected data anonymously over six months. They measured how often users watched videos to the end and tracked pauses or exits. Vertical videos kept viewers engaged consistently in the first 15 seconds. Horizontal videos lost more viewers early but retained those who stayed past the first quarter.
Industry analysts say the findings could reshape content strategies. Brands aiming for quick outreach may prioritize vertical formats. Educational or entertainment creators might stick to horizontal for depth. The institute plans further studies on how audio, captions, and visuals affect these trends.
(Data Analysis: The Difference In The Completion Rate Of Vertical And Horizontal Screen Videos)
A spokesperson noted the rise of mobile-first platforms makes understanding format impacts critical. Content creators are advised to test both styles based on their audience and goals. The full dataset will be published next month for public access.