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Learn More →US Social Video Usage 2022
From TikTok to Reels to Livestreaming, Video Is Driving Major Changes in Consumption Patterns
Table of Contents
Executive Summary
Key Points
US Social Video Users: Sizing the Opportunity
Two Big Ways TikTok Is Disrupting Social Video Usage
Creators, Livestreaming, and Distribution on Larger Screens Will Bring More Changes to Social Video Usage
Strategies for Reaching Social Video Consumers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
The metaverse may be far away, but video is here and now on social media—and consumer usage patterns are changing fast.
Table of Contents
Executive Summary
Key Points
US Social Video Users: Sizing the Opportunity
Two Big Ways TikTok Is Disrupting Social Video Usage
Creators, Livestreaming, and Distribution on Larger Screens Will Bring More Changes to Social Video Usage
Strategies for Reaching Social Video Consumers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
Executive Summary
Social media is at another turning point. It’s not about the metaverse; it’s about video. TikTok is the biggest disrupting factor, but a rise in creator video and livestreaming, as well as the widening availability of social media videos on TVs, also present marketers with new opportunities to reach video consumers.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
- Where are consumers engaging with social video?
- What types of video content are most popular with social users?
- What techniques can marketing and strategy executives use to reach social video consumers?
WHAT’S IN THIS REPORT? Why video viewing is growing on social media, the disruptive effect of TikTok, and other trends including livestreaming.
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KEY STAT: The percentage of young US digital video viewers who watch video on Instagram and TikTok is within shouting distance of YouTube.
Share of US Digital Video Viewers Who Watch Videos on Social Media, by Age and Platform, Sep 2021 (% of respondents in each group)
Select Social Media Platforms on Which US Internet Users Have Watched Video, 2019-2021 (% of respondents)
Share of US Digital Video Viewers Who Watch Videos on Social Media, by Age and Platform, Sep 2021 (% of respondents in each group)
US Social Network Video Ad Spending, 2019-2023 (billions, % change, and % of total social network ad revenues)
Content Types Published on Facebook According to US Marketers, April 2021 (% of total)
Do US Consumers Regularly Watch Short-Form Video Content* on Social Media Platforms? (% of respondents, Sep 2021)
Where Do US Consumers Prefer to Watch Social Short-Form Videos? (% of respondents, Sep 2021)
US YouTube vs. TikTok* Users, by Generation, 2022 (% of population)
Frequency with Which US Adults Use TikTok vs. YouTube, Sep 2021 (% of respondents)
Average Time Spent per Month Using YouTube vs. TikTok Among Android Users in Select Countries, 2021 (hours)
Average Time Spent per Day with TikTok vs. YouTube by US Adult Users, 2019-2023 (minutes)
Average Time Spent per Day by US Adult Users on Leading Social Media Networks, 2022 (minutes)
Frequency with Which US Adults Post on TikTok vs. YouTube, Sep 2021 (% of respondents)
Total Facebook and YouTube Video Minutes Watched Among US Internet Users, by Creator Type, Q4 2020-Q4 2021 (millions of hours)
Internet Users in Select Countries Who Have Watched a Livestream in the Past Week, Q2 2021 (% of respondents)
On Which Platforms Do US Social Video Viewers Watch Live Content Most Frequently? (% of respondents, Nov 2021)
Platforms that US Social Video Viewers Watch Live Content on Most Frequently, by Age, Nov 2021 (% of respondents in each group)
Allocation of Digital Ad Spending by US Senior Ad Buyers, by Channel, 2021-2023 (% of total)
Share of US Digital Video Viewers Who Watch Videos on Social Media, by Age and Platform, Sep 2021 (% of respondents in each group)
Select Social Media Platforms on Which US Internet Users Have Watched Video, 2019-2021 (% of respondents)
US Social Network Video Ad Spending, 2019-2023 (billions, % change, and % of total social network ad revenues)
Content Types Published on Facebook According to US Marketers, April 2021 (% of total)
Do US Consumers Regularly Watch Short-Form Video Content* on Social Media Platforms? (% of respondents, Sep 2021)
Where Do US Consumers Prefer to Watch Social Short-Form Videos? (% of respondents, Sep 2021)
US YouTube vs. TikTok* Users, by Generation, 2022 (% of population)
Frequency with Which US Adults Use TikTok vs. YouTube, Sep 2021 (% of respondents)
Average Time Spent per Month Using YouTube vs. TikTok Among Android Users in Select Countries, 2021 (hours)
Average Time Spent per Day with TikTok vs. YouTube by US Adult Users, 2019-2023 (minutes)
Average Time Spent per Day by US Adult Users on Leading Social Media Networks, 2022 (minutes)
Frequency with Which US Adults Post on TikTok vs. YouTube, Sep 2021 (% of respondents)
Total Facebook and YouTube Video Minutes Watched Among US Internet Users, by Creator Type, Q4 2020-Q4 2021 (millions of hours)
Internet Users in Select Countries Who Have Watched a Livestream in the Past Week, Q2 2021 (% of respondents)
On Which Platforms Do US Social Video Viewers Watch Live Content Most Frequently? (% of respondents, Nov 2021)
Platforms that US Social Video Viewers Watch Live Content on Most Frequently, by Age, Nov 2021 (% of respondents in each group)
Allocation of Digital Ad Spending by US Senior Ad Buyers, by Channel, 2021-2023 (% of total)
authors
Debra Aho Williamson
Contributors
- Jasmine Enberg
- Senior Analyst
- Chris Keating
- Director, Research
- Natalie McGranahan
- Senior Researcher and Taxonomy Manager
- Oscar Orozco
- Director, Forecasting
- Chuck Rawlings
- Senior Researcher
- Peter Vahle
- Senior Forecasting Analyst
- Paul Verna
- Principal Analyst
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