Descrição

Vídeos curtos: Como o novo consumo transforma o audiovisual e a publicidade

Leonardo Moura

Preface: João Anzanello Carrascoza

Overview

Market data from streaming services and social networks point to a structural challenge for longform content. Consumption habits shaped by younger generations — and by algorithms that determine pace and format — are driving a deep transformation in how video is produced, distributed and monetized.

Key themes

• Short, vertical, dopamine-driven videos and infinite-scroll interfaces are reshaping attention and expectations.
• Traditional TV is losing ground; streaming growth is slowing down — with notable exceptions such as Netflix and YouTube.
• Creators increasingly favor vertical formats, brevity and viral potential over longform storytelling.
• The book argues that shifting consumption patterns have a stronger impact on the industry than regulatory efforts or new representational models.

Sources and approach

Based on research and data from Kantar Ibope Media, Nielsen, market surveys and digital platforms, Leonardo Moura presents a critical reading of contemporary audiovisual culture. The analysis combines empirical evidence with cultural and commercial insight to map the evolving ecosystem of content, media and brands.

Who should read it

An essential read for media professionals, advertisers, creators, academics and anyone seeking to understand how short-form consumption is redefining audiovisual production and advertising strategies.