By Homogram | Media Measurement Insight | April 2025
How Digital Habits Are Changing Media Strategy in Türkiye
Digital media habits in Türkiye are rapidly evolving—and short-form video content is leading the way. According to the Bilgi Teknolojileri ve İletişim Kurumu (BTK) Q1 2025 Digital Report, 43% of Turkish users aged 18 to 35 now spend more than 90 minutes per day watching short-form videos on platforms like Instagram Reels and TikTok. This reflects a major shift in how young audiences consume content, engage with brands, and make purchasing decisions.
Figure 1 shows the average daily watch time for short-form video content across four different platforms in Türkiye among users aged 18 to 35.
Figure 1. Average Daily Watch Time on Short-Form Videos Platforms in Türkiye
As illustrated above, TikTok leads the way with an average of 52 minutes of daily watch time, followed by Instagram Reels at 38 minutes, YouTube Shorts at 25 minutes, and Snapchat Spotlight at 15 minutes. These numbers emphasize the dominance of mobile-first platforms and the growing appetite for fast, engaging, and visually rich content.
Why Does This Matter?
Short-form videos are quick, entertaining, and mobile-friendly—making them the perfect format for today’s fast-scrolling digital behavior. Young users are turning to platforms like TikTok and Reels not just for entertainment, but also for discovering new products, exploring trends, and following influencers they trust.
Figure 2 presents the percentage of Turkish users who watch more than 90 minutes of short-form video daily.
Figure 2. Turkish Users Watching More than 90 Minutes of Short Videos Daily
Engagement is highest among users aged 18–24 (47%), followed by 25–30 (44%), and 31–35 (38%), showing how deeply integrated these platforms are in the daily digital routines of Türkiye’s younger demographics.
What’s especially important for marketers and brands?
Micro-influencers—those with fewer than 100,000 followers—are seeing the highest conversion rates. These smaller, niche influencers often command stronger trust and engagement than mainstream celebrities, especially in industries like fashion, beauty, and lifestyle, where authenticity and relatability drive purchasing behavior.
What This Means for Your Brand Strategy
At Homogram, we analyze digital behavior trends and help brands adapt their strategies to meet audiences where they are. This new data confirms that short-form video content is no longer just a trend—it’s a critical part of an effective digital presence in Türkiye.
If you’re a brand, advertiser, or content creator, here’s what we recommend:
- Shift your resources toward creating short-form video content, especially for TikTok and Instagram Reels.
- Prioritize mobile-first storytelling, since most engagement is happening on smartphones.
- Collaborate with micro-influencers who align with your brand’s voice and values—they offer better engagement and often lower-cost partnerships.
- Focus on authenticity, not just production value. Audiences respond better to real, relatable content than overly polished ads.
Homogram Can Help You Get It Right
Whether you’re planning a product launch, a regional campaign, or a fully digital rebrand, Homogram helps you understand who your audience is, what content they respond to, and where to focus your efforts.
We offer:
- Consumer behavior analysis by age group and platform
- Influencer strategy development tailored to your target market
- Campaign performance insights and content planning support
Digital landscape is changing fast—let Homogram help you stay ahead.