One of the raging debates regarding online video has been the duration of online content. Some content producers prefer content that is (on average) approximately 5 minutes. However, there are certain producers that create content that is longer — often times running close to 60 minutes.
So, is there a correlation between the length of the content and success? No, absolutely not.
If you browse the top podcasts list on iTunes, you’ll notice that each of these shows vary in duration.
Similarly, if you compare two popular web shows — Revision3′s Diggnation and Felicia Day’s The Guild, you’ll notice that their formats are completely different and yet they’re both popular.
Advantages of short form programming:
- Relatively easy to produce.
- Most sites easily support short form programming. For example — YouTube allows everyone to upload content that is under 10 minutes. For anything longer, you need to contact YouTube.
- Works well for audiences accustomed to TV watching. TV is separated in 5-7 minute “segments” by using commercials.
Advantages of long form programming:
- Allows for greater monetization options.
- Beneficial for collecting user information across various segments.
- Enhanced syndication by offering entire episodes or segments.
Conclusion:
At the end of the day, the duration of the programming should be irrelevant, as long as the content relates to it’s viewers. If the content doesn’t make sense, then duration doesn’t matter.
