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Key stat: Social video will account for 56.4% of overall daily time spent on social networks in the US this year, according to our forecast. Although that share will continue to grow, it’s approaching a plateau, and future gains will be smaller.

Beyond the chart:

• Over the last six years, time spent on social video saw explosive growth—and TikTok was a huge driver of it. By 2025, TikTok will be the US’s biggest social network in total daily minutes, according to our forecast.
• TikTok’s social video competitors, like Snap Originals and Instagram’s IGTV, have not captured significant user interest, and Reels hasn’t closed the gap with TikTok in time spent.
• Growth in time spent on social video is slowing, suggesting that there may be a limit to the amount of video that consumers can watch daily.

Use this chart:

• Inform your social video ad budgets.
• Justify video ad spend.

More like this:

• US Time Spent With Social Media 2023 (Insider Intelligence subscription required)
• TikTok breaks down the difference between in-feed and Spark Ads
• Video takes the lead as non-video programmatic ad spend slows
• TikTok Shop’s latest growth tactic: wooing creators

More Chart of the Day:

• 8/24 - The rise and fall of ecommerce growth
• 8/23 - Programmatic OOH watch
• 8/22 - Gen Z’s social motivators
• 8/21 - Buying into Klarna
• 8/18 - Agencies in review