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# Shorts Still Fall Short: Tubular data: 1-2 minute videos are the social sweet spot
- URL: https://www.medianexis.com/shorts-still-fall-short-tubular-data-1-2-minute-videos-are-the-social-sweet-spot/
- Published: 2026-09-29T12:20:29.000Z
- Updated: 2026-09-29T12:20:29.000Z
- Description: The Measure’s Jon Lafayette reports that Tubular Labs’ new benchmark finds one-to-two-minute videos more than doubled their share of views to 14.5%, while videos over 20 minutes fell to 15.5% from 22.6%.
- Author: The Signals Desk
- Tags: Creators, AI, Jon Lafayette, Tubular data: 1-2 minute videos are the social sweet spot, not shorts

**Why it matters.** Publishers can use engagement-per-upload metrics, not follower counts or raw views, to justify higher CPMs to advertisers.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=medianexis.com) *·* [*Jon Lafayette*](https://www.medianexis.com/tag/by-jon-lafayette/) *·* [*read the original*](https://www.themeasure.net/how-media-companies-can-succeed-in-social-video/?ref=medianexis.com)*.*