Kwai study shows half of Brazilians watch short videos for over three hours daily

A study conducted by Kwai for Business reveals that 50% of Brazilian respondents spend more than three hours per day watching short-form videos. This consumption is deeply integrated into daily routines, with 32% of users watching while performing household chores and 30% watching before sleep to relax.

Regarding video length, 31% of participants prefer content lasting up to one minute, followed by videos between three and five minutes (21%) and those up to three minutes (20%). The motivations for using these platforms are nearly evenly split between entertainment (54.7%) and seeking information (54.3%), while 43.1% use them to learn new things.

The research also highlights consumer friction regarding advertising. The primary reason users ignore ads is excessive repetition, cited by 66.7% of participants. Other significant deterrents include content interruptions (39%) and ads that are perceived as too long (35%). Younger users reported higher annoyance with repetitive ads, whereas older users were more bothered by interruptions.