This year, for the first time, social video will account for over 10% of all US time spent with digital media. That’s a major milestone and reflects the changing nature of where and how people consume video content. Spoiler alert: It’s not just while scrolling clips on TikTok. Meta’s Reels has made major gains, and that’s having a ripple effect across the entire TV and video landscape.

Meta’s share of social video time has rebounded

Between 2019 and 2022, Meta’s share of total time spent with social video in the US fell from 51.8% to its nadir of 37.4%, as TikTok steadily chipped away at time spent on Facebook and Instagram. But 2023 was a turning point for Meta, and we expect it to account for 40.8% of US adults’ social video time this year. The turnaround is largely thanks to Meta’s investments in AI-driven content recommendations, which surface more relevant content to users, and the insertion of video into nearly every aspect of its apps, particularly Instagram.