MrBeast's Long/Short Video Balance Shows YouTube State Of Play

MrBeast is one of YouTube's biggest creators, and as such, he's made a career out of setting and being ahead of trends. His page is also revealing about the current state of successful videos: The best results are coming from either YouTube Shorts or longer-format videos.

• Data from Tubular Labs shows that since June 1, all but two MrBeast videos (out of 19 uploads in all) have been either 20 minutes or longer or vertical Shorts no longer than 67 seconds, with the majority being Shorts – that in many cases promote the longer content.
• On the year, MrBeast's videos follow a similar approach: 37 of his 54 uploads were under one minute long, while eight were videos that went 20 minutes or longer (so just nine in the middle – a duration that's taking up smaller shares of views across YouTube as people increasingly watch the platform either as a TV substitute or quick, mobile viewing fodder).
• Since June 1, MrBeast is the top U.S. creator by views from videos 20+ minutes long; on just three new uploads, he has 445 million views (148 million views per video).