In 2024, the engagement rate on YouTube content experienced a small decrease compared to the previous year. The average engagement rate on YouTube was of 3.87 percent in the last examined period, down from the 3.97 percent recorded in 2023.

In 2023, YouTube influencers with between 1,000 and 5,000 followers had an engagement rate, amounting to 1.9 percent. The rate for influencers with more 1,000,000 followers was higher - 3.4 percent.

Between January and June 2023 in the United States, YouTube influencers with an audience of between 100,000 and 250,000 thousand followers had an average engagement rate of 52.48 percent. YouTube influencers with over one million followers achieved an engagement rate of 141 percent.

During the first quarter of 2024, Huge YouTube accounts, which had over 50,000 followers, reported an engagement rate of approximately 6.2 percent on their short-format content. In comparison, engagement was sensibly lower on long-format videos, which reported an engagement rate of 1.72 percent for Huge accounts. Medium YouTube accounts, which had a following between 2,001 and 10,000 users, reported engagement ratings of almost three percent on their Shorts, while long videos had an engagement of around 0.15 percent.

This statistic shows the result of a survey on the average engagement rate for YouTube videos in Poland in 2018, broken down by channel category. According to the survey, Internet users loved to watch entertainment content in 2018 and were very eager to share their opinions on individual videos. As a result, the Entertainment category reached the highest engagement rate in the sample (10 percent), calculated as the sum of all interactions (likes/dislikes + comments + sharing) divided by the number of views.

During the first quarter of 2024, YouTube shorts recorded the highest engagement rate across all short video platforms and in-app features analyzed. Content hosted on YouTube in form of shorts had an engagement rate of 5.91 percent, while TikTok reported an engagement rate of approximately 5.75 percent. Facebook Reels had an engagement rate of around two percent, making the platform rank last for short-format user engagement.

According to a survey on influencer marketing conducted in Indonesia, nano-influencers had a median engagement rate of 1.5 percent on YouTube as of October 2022. Meanwhile, macro-influencers had a median engagement rate of 0.95 percent on the platform.

As of February 2024, the average Instagram business profile follower engagement with posts on a page was 2.18 percent. Overall, photo posts drew the highest level of engagement from page followers, having an interaction rate of 2.69 percent, while carousel posts (posts with multiple images or videos) generated a 1.16 percent engagement rate. In addition, the interaction rate for video posts on the social media platform was 2.21 percent.

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Digital Video Advertising Market Size 2024-2028

The digital video advertising market size is forecast to increase by USD 527.6 billion at a CAGR of 48.05% between 2023 and 2028. The market is experiencing significant growth due to increasing spending on online video and connected television (CTV) advertising. Technical improvements, such as enhanced targeting capabilities and better ad delivery, are driving this trend. Market expansion hinges on various factors, notably the surge in app advertising, rising adoption of mobile computing devices, and heightened awareness of digital native advertising. However, hindrances like ad blocking solutions and the need for high-quality content and volume of traffic continue to pose challenges for small businesses entering this market. Leading platforms like YouTube and Facebook dominate the digital video advertising landscape, offering businesses a wide reach and advanced targeting options. To stay competitive, it is crucial for businesses to keep up with these trends and invest in creating engaging and high-quality video content. Despite these opportunities, obstacles like ad-blocking solutions and the need for superior content and substantial traffic persist, posing challenges for small businesses. Prominent players like YouTube and Facebook lead the digital video advertising sector, providing businesses with extensive reach and sophisticated targeting capabilities. To succeed, companies must remain abreast of these trends and focus on creating compelling and top-notch video content.

What will be the Size of the Market During the Forecast Period?

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The market is experiencing significant growth, driven by several key factors. Enterprises are increasingly allocating larger budgets toward video advertising to engage with their audience and boost brand awareness. One of the primary factors fueling the growth of the market is the increasing video consumption by internet users. According to recent studies, US internet users spend an average of 6 hours and 43 minutes per week watching digital video content. This trend is expected to continue as more consumers turn to non-conventional platforms such as social media applications and OTT media platforms for their media consumption.

Additionally, another factor contributing to the growth of the market is the changing consumer behavior. Consumers are no longer passive viewers but are increasingly engaging with digital content, making video advertising an effective way for enterprises to reach their target audience. Moreover, the e-commerce sector is also driving the growth of the market. With the rise of online shopping, enterprises are investing in digital video advertising to promote their products and services to potential customers. The production costs associated with digital video advertising have been decreasing due to advancements in technology and the availability of cost-effective production tools.

Additionally, agency commissions and rebates have become more common, making digital video advertising a more affordable marketing option for enterprises. Taxes and production costs are two significant expenses for enterprises in the market. However, the benefits of increased engagement rates and improved brand awareness far outweigh these expenses. The service delivery methodologies in the market have evolved, with broadcasters and digital video content providers offering more flexible and customizable solutions to meet the unique needs of enterprises. Desktops and mobile phones are the most common devices used for digital video advertising. Enterprises can reach their audience through various digital channels, including desktops, mobile phones, social media applications, and OTT media platforms.

In conclusion, the market in the US is experiencing significant growth due to increasing video consumption, changing consumer behavior, and the affordability of digital video advertising. Enterprises across various industries are investing in digital video advertising to boost brand awareness, engage with their audience, and reach potential customers in the e-commerce sector.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

End-user

  Retail
  Consumer goods and electronics
  Media and entertainment
  Automotive
  Others


Type

  Desktop
  Mobile


Geography

  North America

    US


  APAC

    China
    Japan


  Europe

    Germany
    UK


  South America



  Middle East and Africa

By End-user Insights

The retail segment is estimated to witness significant growth during the forecast period. In the United States, the market has witnessed significant growth, particularly in the retail sector. This grow

During first quarter of 2024, YouTube Shorts collected a higher number of interactions from the platform's users, with 37.4 likes on average per short-format video, as well as 0.22 dislikes. Long-format videos, which are the platform's most popular user-generated content, generated approximately 18 likes per video as well as 0.20 dislikes on average.

A closer look at the Indian influencer marketing industry in 2021, revealed that Instagram was the most popular platform among social media influencers for the purposes of branding and marketing. Among the different kinds of content creators, nano influencers had the highest average rate of engagement on this platform, at eight percent. Meanwhile, engagement on Facebook was driven by micro influencers and on YouTube by mega influencers that year.

As of February 2025, India was the country with the largest YouTube audience by far, with approximately 491 million users engaging with the popular social video platform. The United States followed, with around 253 million YouTube viewers. Brazil came in third, with 144 million users watching content on YouTube. The United Kingdom saw around 54.8 million internet users engaging with the platform in the examined period. What country has the highest percentage of YouTube users? In July 2024, the United Arab Emirates was the country with the highest YouTube penetration worldwide, as around 94 percent of the country's digital population engaged with the service. In 2024, YouTube counted around 100 million paid subscribers for its YouTube Music and YouTube Premium services. YouTube mobile markets In 2024, YouTube was among the most popular social media platforms worldwide. In terms of revenues, the YouTube app generated approximately 28 million U.S. dollars in revenues in the United States in January 2024, as well as 19 million U.S. dollars in Japan.

According to a survey conducted in June 2023, adults in the United States spent more time per day on TikTok than on any other leading social media platform. Overall, respondents reported spending an average of 53.8 minutes per day on the social video app. YouTube and Twitter ranked second and third, each with an average of 48 minutes and 34 minutes spent on the platforms per day, respectively.

U.S. teens have time for certain platforms

Different social media platforms attract different demographics, with teenagers in the United States being more drawn to TikTok and YouTube over Facebook. In 2023, teenagers in the United States spent an average of almost two hours on YouTube and 1.5 hours on TikTok every day, 1451257 while Facebook was used by teens for less than half an hour per day. Furthermore, social media habits differ between genders, as teen girls were more likely to spend more time than boys on Instagram.

TikTok is king for teens and Gen Z

Although spending 1.5 hours on the Generation Z app of choice may sound rather modest, some TikTok users devote much more of their time to the platform . According to a survey conducted in the United States in 2022, around eight percent of teenagers in the United States spent over five hours a day on TikTok. 1417187 whereas another 22 percent reported spending between two and three hours daily on the video-based app.

During the first quarter 2024, TikTok content recorded the highest video views across all account sizes: from tiny to huge, TikTok creator accounts generated more views than content on other platforms. In comparison, content hosted on YouTube Shorts experienced lower average views as of the examined period. While TikTok medium accounts recorded approximately 9,200 views, medium accounts on YouTube Shorts generated around 360 views. Overall, Instagram and Facebook Reels generated approximately the same number of views on average.

During the first quarter of 2024, TikTok content recorded an average of 18,173 views, making the platform rank as the most engaging for social and short-form video content. Instagram was the second most popular platform, with its Reels generating 16,152 average views. Facebook short form videos, also called Reels, ranked third. In comparison, YouTube Shorts ranked the lowest based on average video views - approximately 650 as of the examined time. TikTok as a profession: from followers to career goals In 2024, TikTok had an average reach of around 13,000 users on the platform, though accounts’ reach exhibited an upward trend as the follower count increased. Tiny TikTok accounts with up to 500 followers had a reach of 10,000 users, while huge accounts with over 50,000 followers recorded a reach of 71,000 users during the same examined year. As of July 2024, Khabane Lame, who is known for his silent comedy about life hacks, held the crown of the most followed TikToker with around 163 million followers. American social media star Charli D’Amelio and MrBeast followed with over 155 and 97 million followers, respectively. As of September 2023, Charli D’Amelio was the highest earning TikTok creator, with estimated annual earnings of 23 million U.S. dollars. Khabane Lame’s followed with estimated annual earnings of 16.5 million U.S. dollars. But do TikTok users consider content creation as a job? As of March 2024, six percent of the TikTok users in the United States reported considering content creation as a full-time job, while 11 percent reported planning to adopt content creation as a profession. If TikTok had to face a ban in the country, around 30 percent of U.S. TikTok influencers would consider YouTube, and Facebook as their potential alternatives for content creation as of April 2024. Instagram followed, as 15 percent of respondents reported they would adopt the platform in the case of the TikTok ban. Who uses TikTok? As of July 2024, over 54 percent of the global TikTok audience were men, while women comprised around 45 percent of the audience share. Men between the ages of 25 and 34 held the largest share of 19 percent of total TikTok users during the same examined period. Indonesia was the country with the highest number of TikTok users, as around 158 million users based in the region reported accessing the platform as of July 2024. The United States, and Brazil followed with over 120 and 105 million TikTok users, respectively. In terms of TikTok penetration rate, the United Arab Emirates, Saudi Arabia, and Malaysia dominated other regions, as virtually everyone based in these countries registered using the famous short-video platform during the same period.

The global number of Youtube users in was forecast to continuously increase between 2024 and 2029 by in total 232.5 million users (+24.91 percent). After the ninth consecutive increasing year, the Youtube user base is estimated to reach 1.2 billion users and therefore a new peak in 2029. Notably, the number of Youtube users of was continuously increasing over the past years.User figures, shown here regarding the platform youtube, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Youtube users in countries like Africa and South America.

During the second quarter of 2022, TikTok had the highest engagement among social media apps, with users worldwide spending approximately 95 minutes per day on the app. YouTube ranked second, with global users spending approximately 74 minutes in-app on average daily. Snapchat saw the lowest engagement rate among global users, with 21 minutes spent on the app per day on average during the second quarter of 2022.

Launched first in India after the TikTok ban in August 2020, YouTube Shorts rolled out globally in June 2021. The feature, which is accessible via the YouTube app, reached two billion monthly logged-in users as of July 2023. YouTube has been heavily promoting its short-video format platform since its global launch, including redirecting users automatically to Shorts when the YouTube app is opened and launching the YouTube Shorts Funds to entice creators' participation. In 2022, user and travel vlogger Shangerdanger took the crown for the most popular Short on YouTube, with his video “Diver cracks Egg at 45 ft Deep".

TikTok versus Reels: competitors’ comparison Launched in September 2016 in China as Douyin, TikTok went on to become of the most engaging social media platforms for global users, challenging mainstream social media platforms such as Facebook and YouTube in their primary markets such as the United States, Brazil, and Japan. TikTok’s popularity exploded between 2019 and 2020, as the work was experiencing the effects of the global COVID-19 pandemic outbreak. Reels, Instagram’s in-app short video experience, debuted in 2020 as Facebook (now Meta Platforms) bet on the short-video feature to improve users’ engagement. While videos were an already popular format on Facebook and Instagram, social short videos soon became an even more popular format with users. As of June 2022, the average video viewing rate for Reels on Instagram was 2.54 percent, while for videos was of 1.74 percent as of June 2022.

Content is key: creators drive an entire economy As of July 2022, influencers on TikTok and YouTube generate the largest share of video views, over 90 percent, while content produced by media companies and brands constitute only a smaller part of the video views generated on the two video platforms. As content creators are emerging even more clearly as the backbone of social media marketing and advertising, it is not a surprise that an entire economy devoted to their needs and presence has developed in recent years. In 2022, companies supporting the creators’ economy by offering merchandising services had an annual average revenue of over 500 million U.S. dollars, while companies overseeing subscription services generated approximately 300 million U.S. dollars.

This statistic presents the most popular video content categories on YouTube worldwide, ranked by views. As of December 2018, entertainment was the most popular YouTube content category based on video views. The category accounted for 25 percent of public video views on the platform.

How many people use Instagram?

Instagram is a social media app which focuses on photo and video sharing. It is owned by Facebook, which recently rebranded as Meta, in a move towards the metaverse. As of December 2021, Instagram reached a new milestone of 2 billion active users worldwide. The platform previously reached 1 billion users in June 2018.

Users aged 25 to 34 years made up the biggest Instagram user group by age worldwide, followed by 18 to 24 year olds. Overall, men accounted for 51.6 percent of global Instagram users.

Most popular Instagram accounts and content

Footballer Cristiano Ronaldo was the most followed person on Instagram as of 2021, with approximately 315 million followers. Ranked in second and third position were the Rock and Ariana Grande, both having over 250 million followers each.

It’s not only athletes and actors who drive the views on Instagram though. Instagram has long since become a medium for people and communities to spread their messages, and in the past two years, social activists and educators have used Instagram for their movements. Political and educational accounts generate high engagement rates with their content. Posts from political accounts receive an average engagement rate of 2.74 percent and educational posts receive an average of 2.56 percent.

Social media usage worldwide

There are 3.4 billion social media users worldwide and this is expected to increase to 4.41 billion by 2025. Instagram is most popular in India with a total of 201.1 million users, followed by the U.S. with 157.1 million and Brazil with 114.9 million active users. Instagram is the fourth most popular social media site in the world, after Facebook, YouTube and WhatsApp, respectively.

As of October 2021, Brunei was the country with the highest Instagram audience reach with 92 percent of the population using the platform. This was followed by Guam with 79.2 percent and the Cayman Islands with 78.8 percent audience reach.

As of October 2021, Facebook had almost 3 billion users worldwide. The penetration rate for Facebook in the United States in 2021 was 70.59 percent and it is expected to reach 76.87 percent by 2026.