Digital empowerment of rural consumption is regarded as an important pathway to promote consumption-structure upgrading and to achieve high-quality economic development. Panel data from a longitudinal survey of Chinese rural households were used. The effects of short-video platforms on rural household consumption expansion and quality upgrading were examined by means of theoretical analysis and empirical tests. Short-video exposure was found to significantly increase per-capita total consumption of rural households, effectively achieving consumption expansion. The stimulating effect of short videos is most pronounced for leisure-oriented expenditures, such as cultural, educational, and entertainment consumption, thereby promoting consumption quality upgrading. Mechanism tests indicate that short videos operate through two channels: facilitating online shopping and altering subjective-status perceptions. Further analysis shows that the marginal effect of short videos on consumption first increases and then decreases as the consumption level rises. Significant heterogeneity observes across income groups in the impact on consumption structure, with stronger effects for households with migrant workers. Accordingly, policy recommendations are proposed. Rural residents' digital consumption capabilities should be enhanced. Innovation in short-video content should be guided. Rural e-commerce infrastructure should be strengthened and psychological-empowerment initiatives should be developed. Tailored guidance and precise policy measures should be emphasized to fully leverage short-video technologies in accelerating the expansion and quality upgrading of rural consumption.