Longer Sponsored Videos Outperform Shorts by 7x in Median Views
Key Takeaways
- · 협찬 영상 991건 분석 결과, 20분 이상 롱폼 중앙값(29,633회)이 숏폼(4,245회)의 7배였습니다.
- · 이 패턴은 구독자 10만 미만~100만 이상 모든 규모에서 동일하게 나타났습니다.
- · 뜬뜬 채널의 협찬 영상 평균 740만 회는 비협찬 대비 2.8배 높은 수치였습니다.
- · 미드폼(1~5분)은 숏폼과 큰 차이 없이 중앙값 5,237회로 어정쩡한 구간입니다.
- · 조회수 기준 분석이므로, 전환율이나 브랜드 인지도 기여는 별도 검증이 필요합니다.
An analysis of 991 sponsored videos by length reveals that the 20-minute-plus segment recorded a median of 29,633 views, while sub-60-second Shorts managed just 4,245. The 7x gap persists regardless of channel size.
Does Shorter Really Mean Better for Sponsored Content?
The "short-form era" narrative has led many to assume sponsored videos should be as brief as possible. The data tells the opposite story. Across 991 sponsored videos collected from February to April 2026, broken into five duration buckets, the median view counts diverge dramatically.
| Duration | Videos | Median Views | Average Views |
|---|---|---|---|
| Shorts (<60s) | 181 | 4,245 | 27,982 |
| Mid-form (1–5 min) | 177 | 5,237 | 19,975 |
| Standard (5–10 min) | 133 | 7,425 | 30,552 |
| Long-form (10–20 min) | 242 | 15,804 | 54,600 |
| Ultra-long (20+ min) | 258 | 29,633 | 111,642 |
By median, the 20+ minute segment outperforms Shorts by 7x and the 10–20 minute segment by 3.7x. Medians matter more than averages here because outlier hits inflate the mean.
협찬 영상 길이별 중앙값 조회수
* Source: Dhesy
The Pattern Holds Across Channel Sizes
One might argue that bigger channels simply produce longer content. Segmenting by subscriber count shows the gap is structural, not a channel-size artifact.
| Subscriber Tier | Shorts Median | Mid Median | Long-form (10min+) Median | Ratio |
|---|---|---|---|---|
| Under 100K | 1,857 | 4,094 | 9,900 | 5.3x |
| 100K–500K | 17,569 | 4,675 | 18,970 | 1.1x |
| 500K–1M | 27,861 | 30,635 | 37,241 | 1.3x |
| 1M+ | 15,962 | 9,264 | 79,309 | 5.0x |
Small channels (under 100K) show a 5.3x gap, and 1M+ channels show 5.0x. The 500K–1M tier has a narrower gap, but with only 6 Shorts in the sample, interpretation requires caution.
Case Study: DdeunDdeun — 13.25M Views on a 115-Minute Sponsored Video
The highest-viewed sponsored video of the past three months was DdeunDdeun's "100-Minute Talk on Pinggyego EP.100" — a 115-minute episode that hit 13.25 million views, sponsored by Nujam.
![[EN] 100분 토크는 핑계고｜EP.100](https://i.ytimg.com/vi/7j_Oc693vA4/hqdefault.jpg)
DdeunDdeun's five sponsored videos averaged 7.4 million views over three months, versus 2.64 million for their 15 non-sponsored uploads — a 2.8x premium for sponsored content. The format — long-running talk shows like Pinggyego and Punghyanggo — naturally embeds brand messages within content viewers already choose to watch at length.
Meanwhile, the top-performing sponsored Short came from Dauso (324K subscribers), a 48-second clip with 9.49M views. An exceptional result, but the Shorts median remained at 4,245.
Why Longer Videos Win for Sponsorships
Three structural factors explain the gap.
Watch time accumulation. YouTube's algorithm weights total watch time heavily. A 20-minute video with 50% retention generates 10 minutes of watch time per viewer — 10x more than a fully watched 60-second Short. This pushes long-form content higher in recommendations.
Brand message integration depth. Shorts limit brand mentions to quick plugs, while long-form allows usage context, comparisons, and authentic reactions. Insaeng84 (1.65M subscribers) hit 4.77M views on a 23-minute sponsored video by embedding Dongwon F&B products into natural daily-life scenes.
Engagement and sharing. Longer videos invite timestamp sharing and discussion in comments. Channel Fifteen (7.51M subscribers) drove 4.12M views on a 54-minute Papa John's sponsored game-format episode precisely because the format demanded viewer participation.
Longer Isn't Always Better — Caveats
This analysis measures views only. Conversion rates, purchase intent, and brand awareness may tell a different story — Shorts could outperform on cost-per-acquisition even with lower view counts.
Long-form sponsored content also costs more to produce. BogyeomTV (18M subscribers) scored 7.59M views on a 28-minute Ajeongdang sponsored video, but the production resources likely equaled dozens of Shorts. On a CPV basis, "longer equals better" doesn't automatically hold.
The mid-form (1–5 min) segment's median of 5,237 — barely above Shorts at 4,245 — is also notable. This length may capture neither the quick-consumption advantage of Shorts nor the depth advantage of long-form.
Takeaways for Creators and Marketers
For creators already running long-form formats, the data suggests keeping sponsored content within that format rather than artificially shortening it. DdeunDdeun's approach — integrating brands into existing series — produced the strongest view counts.
For marketers, consider using Shorts for reach and awareness, while reserving long-form for deeper brand experiences. With limited budgets, one 10+ minute long-form video outperformed three Shorts in median views.
For agencies, including length-segmented performance data in proposals strengthens the case for long-form campaigns. The "20min+ median 29,633 vs Shorts 4,245" data point makes a compelling argument.
Frequently Asked Questions
What is the optimal length for a sponsored YouTube video?
Based on 991 videos, median views increase sharply starting at the 10-minute mark. The 20+ minute segment scored the highest median at 29,633 views. However, optimal length depends on campaign goals — this analysis covers views, not conversions.
Are short-form sponsored videos ineffective?
Not entirely. The top 10% of sponsored Shorts averaged over 150K views. But the median gap of 7x versus long-form means expectations should be calibrated accordingly.
Does this apply to small channels under 100K subscribers?
Yes. Channels under 100K showed a long-form median of 9,900 versus 1,857 for Shorts — a 5.3x gap. The long-form advantage persists regardless of subscriber count.
Why does mid-form (1–5 min) underperform?
Mid-form median (5,237) barely exceeded Shorts (4,245). This range may lack both the quick-consumption appeal of Shorts and the deep engagement of long-form, landing in an awkward middle ground for brand integration.
Methodology: Based on Dhesy platform data covering 2,588 brands and 6,691 collaborations. Analysis period: Feb 1 – May 1, 2026. Vision (banner-overlay) channels excluded, leaving 991 sponsored videos. Median = middle value after sorting, removing outlier influence. Data source: Dhesy External sources: Think with Google, Global Economic Last updated: 2026-05-03
FAQ
- 협찬 영상의 최적 길이는 몇 분인가요?
- 991건 분석 결과, 중앙값 기준으로 10분 이상 구간부터 성과가 급격히 올라갑니다. 20분 이상 구간의 중앙값은 29,633회로 가장 높았습니다. 다만 이는 조회수 기준이며, 캠페인 목표에 따라 최적 길이는 달라질 수 있습니다.
- 숏폼 협찬은 효과가 없나요?
- 효과가 없다고 단정할 수는 없습니다. 숏폼 협찬 181건 중 상위 10%는 평균 15만 회 이상을 기록했습니다. 다만 중앙값 기준으로 롱폼 대비 7배 낮다는 점은 기대치를 조정할 필요가 있음을 뜻합니다.
- 소형 채널(10만 미만)도 롱폼 협찬이 유리한가요?
- 10만 미만 채널에서 롱폼 중앙값은 9,900회, 숏폼은 1,857회로 5.3배 차이가 났습니다. 구독자 규모와 무관하게 롱폼 우위 패턴이 유지됩니다.
- 미드폼(1~5분)은 왜 성과가 낮은 건가요?
- 미드폼 중앙값(5,237회)은 숏폼(4,245회)과 큰 차이가 없었습니다. 짧은 소비의 이점도, 깊이 있는 설명의 이점도 확보하지 못하는 중간 지대일 가능성이 있습니다.