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Short videos have recently emerged as a popular form of short- duration User Generated Content (UGC) within modern social me- dia. Short video content is generally less than a minute long and predominantly produced in vertical orientation on smartphones. While still fundamentally being streaming, short video delivery is distinctly characterized by the deployment of a mechanism that pre-loads ahead of user request. Background pre-loading aims to eliminate start-up time, which is now prioritized higher in Quality of Experience (QoE) objectives, given that the application design facilitates instant ‘swiping’ to the next video in a recommended sequence. In this work, we provide a comprehensive comparison of four popular short video services. In particular, we explore content characteristics and evaluate the video quality across resolutions for each service. We next characterize the pre-loading policy adopted by each service. Last, we conduct an experimental study to investi- gate data consumption and evaluate achieved QoE under different network scenarios and application configurations.