Star Music Entertainment Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Yusuke Watanabe), which specializes in marketing for short-form videos, has released the "Short-form Video White Paper vol.8," summarizing the latest usage trends of short-form videos. About the White Paper We are releasing the industry research report "Short-form Video White Paper vol.8" on major short-form video platforms for free. This survey highlighted that awareness of short-form videos has reached nearly 90% across all generations, indicating complete penetration into the general public. The number of users aged 40 and over has surged significantly. Among users aged 50-60, the proportion of TikTok users who watch "almost daily" has reached 76.4%, demonstrating its evolution from a trend for younger generations to "daily infrastructure for all generations." Furthermore, 46.1% of users took concrete purchasing actions prompted by short-form videos. In a comparative survey with TV commercials, short-form videos outperformed TV commercials in terms of the personalized feel of advertisements and their trustworthiness, with users stating they "honestly convey the pros and cons." Download the Report Star Creation will continue to regularly produce research reports and white papers on short-form videos, providing concrete insights that can be utilized for corporate marketing activities. Past Releases Short-form Video White Paper vol.1 (Released January 6, 2023) Short-form Video White Paper vol.2 (Released July 20, 2023) Short-form Video White Paper vol.3 (Released December 27, 2023) Short-form Video White Paper vol.4 (Released June 24, 2024) Short-form Video White Paper vol.5 (Released December 24, 2024) Short-form Video White Paper vol.6 (Released June 24, 2025) Short-form Video White Paper vol.7 (Released December 9, 2025) ■ Survey Result Topics 【Normalization】Usage rate among those aged 20-40 exceeds 70%. 76.4% of users aged 50-60 watch TikTok "almost daily," making it a part