U.S. Adults Favored TV Highlights Over Episodes

A survey conducted in September found that many viewers now prioritize short-form clips when selecting content.

Updated on Oct. 14, 2026 in Television

Bold vector editorial illustration showing floating, flat-colored rectangular shapes in a dark room, symbolizing fragmented digital video content. — A September 2026 survey found 32% of U.S. adults prefer watching short-form TV highlights over traditional full-length episode formats. AI Illustration. Upload story photo >

Live Poll

Are you more likely to pay for a streaming service that offers short highlight clips?

Data collected from 2,500 U.S. adults in September 2026 revealed that 32% of respondents prefer watching TV show highlights over full episodes. This trend is even more pronounced among Gen Z, with 43% indicating a preference for shortened viewing formats.

Why it matters

The findings highlight a shift in how audiences interact with streaming platforms, suggesting that vertical video clips and short-form content are now essential tools for discovering new series. These habits are increasingly dictating how viewers approach their subscription services.

A survey of 2,500 U.S. adults found that 32% favor highlights, while 40% would increase streaming usage if more short clips were offered. Additionally, 37% of respondents reported higher engagement since the introduction of vertical video clips.

The players

3Gem

3Gem is a research firm that specializes in data collection and consumer insight analysis.

The details

Beyond discovery, the survey identified that 65% of viewers weigh the release of new episodes as a primary factor in maintaining a subscription. Consequently, 61% of users express a preference for bundled services, which are perceived as a cost-effective way to manage subscriptions.

The survey of 2,500 U.S. adults was conducted in September 2026.
Over the past year, 21% of Gen Z respondents switched to bundled services to save money.

Industry Dynamics

This data reflects a broader shift in the entertainment landscape where streaming platforms are forced to adapt to fragmented attention spans. These findings mirror the industry-wide transition toward content models that prioritize discoverability through short-form assets rather than traditional long-form marketing.

Viewers can expect streaming services to increasingly offer short-form clips to help identify shows worth paying for. Additionally, users seeking to reduce their monthly costs are likely to find more bundled subscription options becoming available in the market.

The takeaway

Audiences are increasingly using short-form clips as a primary filter to curate their long-form viewing time. Consumers can save on their monthly entertainment bills by actively monitoring for bundled service offerings which remain a priority for most subscribers.