40% of Brits Now Favour Short-Form Video as the UK’s Go-to Content Format

• Adobe Express have explored how UK audiences consume content, which platforms they favour, and how preferences shift across generations and regions.
• The research reveals a dominant national move toward short-form video, with 40% of Brits preferring quick, bite-sized content over all other formats.
• Facebook remains the UK’s most-used social platform overall (66%), while TikTok leads trend discovery among younger audiences.
• Authenticity has become the UK’s top expectation for brand content, with nearly half (49%) of consumers wanting more genuine, relatable posts.

Content has become one of the biggest forces shaping how people learn, shop and stay informed online, but the way audiences consume it is changing rapidly across the UK.

Adobe Express surveyed 2,000 Brits to uncover how different generations and regions engage with platforms and content formats, revealing which channels dominate daily use, where people discover new trends, and how expectations for brand content are shifting. The findings show a clear national move toward short-form video, growing demand for authenticity, and widening generational divides in how Brits choose to consume and trust content online.

The platforms Brits use most

Facebook remains the UK’s leading platform, with around two-thirds (66%) of Brits actively using it. TikTok and YouTube continue to climb, especially among younger audiences, and both now play a central role in discovering new trends.

Short-form video has become the nation’s favourite format, with four in ten (40%) Brits preferring it over longer content, written posts or audio formats. Podcasts sit at the bottom of the rankings, with only 8% engaging with audio-only content.

When it comes to spotting new trends, TikTok, YouTube and Facebook dominate with 43% of Brits turning to these platforms first for fresh ideas, memes, products and cultural moments.

Short-form viewing is accelerating too, with 35% of people saying they watch more short videos than they did a year ago.

Expectations of brand content are shifting rapidly:

• 37% want brands to post entertaining content
• Only 17% prefer influencer-led content
• Nearly half (49%) want authentic, relatable posts

How content consumption differs by generation

Generational differences are more pronounced than ever, shaping how each age group consumes content and which platforms they trust.

Gen Z (16–24)

• TikTok dominates with 80% using the platform
• Only 33% use Facebook regularly
• Just 8% engage with news content
• Influencer content resonates strongly (25%)

Millennials (25–44)

• Around 75% are active on Facebook
• 53% prefer short-form video — the highest of any generation
• Influencer content remains relevant (25%)

Gen X (45–59)

• Facebook remains a primary platform (75%)
• Preference for news content increases
• Short-form video is growing, but less dominant
• Nearly 40% disengage when content feels profit-driven

Boomers (60+)

• TikTok usage drops sharply to 20%
• News content jumps to 34% engagement
• Short-form video appeals to only 24%
• Authenticity matters most, with 57% wanting more genuine brand content

How content habits vary across regions

Regional differences show that the UK’s content landscape is far from uniform.

Platform use and discover:

• Wales leads Facebook, with 78% of people actively using the platform
• London leads TikTok trend discovery, as 59% turn to it first, far ahead of Wales (38%)
• Short-form video is the top format nationwide, averaging 35% preference across all regions

What audiences want from brands:

• Scotland: 59% want more authentic, relatable content
• South East: entertaining brand posts resonate most (42%)
• London: the strongest regional appetite for community-focused content (31%)
• East Midlands: influencer content performs weakest (10%)

Where brands should focus

Across the UK, the data reveals a clear shift in expectations: audiences want content that feels real, engaging and fit for the platforms they use most.

Nationally, short-form video is the standout winner. Facebook still dominates in much of the UK especially older demographics, but TikTok leads cultural discovery and younger engagement. Authenticity has become the universal content currency, cutting across all age groups and regions.

This presents brands with a straightforward strategic focus:
create content that is short, relatable, platform-specific and genuinely useful or entertaining.

If you’re planning on becoming an influencer or a content creator in the future here are our top tips for getting started in the content creation space.

Adobe Express shares expert tips on how to start out as a content creator

If you’re planning on becoming an influencer or a content creator in the future, here are some top tips for getting started in the content creation space.

1. Be relatable and authentic

Audiences value real people and real stories. Focus on what you genuinely enjoy — viewers can always spot the difference.

2. Show up where your audience is

Choose platforms based on who you’re targeting. Don’t spread yourself thin — go directly to where your audience spends their time.

3. Think global

Regional trends vary, but your reach doesn’t have to. Create content with global accessibility, even when delivering localised messages.

4. Stay consistent

Regular posting keeps you visible and in the algorithm. Use scheduling and creative tools to maintain a reliable content rhythm.

5. Own your niche

Your interests are your advantage. Lean into what you love to build a stronger identity and a more engaged audience.

If you’d like to find out more about how different Brits are consume content, please visit: https://www.adobe.com/uk/express/learn/blog/content-consumption-by-generation-uk

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