Why do Germans like short videos? Short videos have become an information space: expanding reach, deepening engagement, and strengthening influence.

According to the latest German survey "Video Trends 2025," there are 41.6 million regular viewers of TikTok, Instagram Reels, and YouTube Shorts. Reels has the widest reach at 39%, while TikTok boasts the longest viewing time, with over half of its users watching for more than an hour a day. Half of the viewers encounter short videos on political themes, and one in five considers them important for their voting decisions. Short videos have evolved beyond entertainment to become platforms for information and public opinion formation. For brands, it is crucial to operate with an understanding of the roles of "reach × engagement" and to focus on both misinformation countermeasures and media literacy.