What is watch time on short videos?
Short answer
Watch time is how long viewers spend watching a video. On shorts, the share of the video people watch, and whether they rewatch, matters a lot for reach.
Platforms use watch behaviour as a key signal of quality. A video that most people watch to the end tells the platform it is worth showing to more people.
For brands, that means the edit matters more than production budget. Tight cuts and a clear payoff keep people watching.