During the third quarter of 2024, music videos recorded the highest category reach in the United Kingdom, with 32.5 percent of responding internet users reporting watching this type of video online each week. Around 16 percent of respondents in the UK reported watching educational videos, while approximately two in 10 respondents reported watching sports clips or highlights videos.

During the first quarter of 2024, TikTok content recorded an average of ****** 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 ****** average views. Facebook short form videos, also called Reels, ranked third. In comparison, YouTube Shorts ranked the lowest based on average video views - approximately *** as of the examined time. TikTok as a profession: from followers to career goals In 2024, TikTok had an average reach of around ****** users on the platform, though accounts’ reach exhibited an upward trend as the follower count increased. Tiny TikTok accounts with up to *** followers had a reach of 10,000 users, while huge accounts with over ****** followers recorded a reach of ****** 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 *** million followers. American social media star Charli D’Amelio and MrBeast followed with over *** and ** million followers, respectively. As of September 2023, Charli D’Amelio was the highest earning TikTok creator, with estimated annual earnings of ** million U.S. dollars. Khabane Lame’s followed with estimated annual earnings of **** million U.S. dollars. But do TikTok users consider content creation as a job? As of March 2024, *** percent of the TikTok users in the United States reported considering content creation as a full-time job, while ** percent reported planning to adopt content creation as a profession. If TikTok had to face a ban in the country, around ** 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 ** 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 ** percent of total TikTok users during the same examined period. Indonesia was the country with the highest number of TikTok users, as around *** million users based in the region reported accessing the platform as of July 2024. The United States, and Brazil followed with over *** and *** 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.

According to a 2022 survey of content creators on Patreon, the chosen content format for almost four in 10 respondents was video. Writing followed, with 17 percent of respondents on the popular crowdfunding platform reporting expressing themselves with this type of media. Creators on Patreon earned more than 40 percent of their income on the platform.

According to a survey conducted in Indonesia, 58.3 percent of respondents stated that they loved reading current news from social media. Indonesians accessed current news through both news broadcasts on television and news articles on online news media.

News consumption  

Although TV news channels may still be the main source of news for most Indonesians, many of them have also taken advantage of the digitalization of news media in the country. In addition, the upward sloping trend of smartphone ownership, as well as mobile internet penetration, in the last years may have prompted more Indonesians to access news online at their convenience. Among Indonesian social media users, Facebook was considered to be the most informative social media platform. As of the first quarter of 2019, the main reason for reading news in Indonesia was to stay informed about both world and local affairs.

 Hoaxes and misinformation problems   

The changing way people consumed news in Indonesia, shifting towards online media such as social media, came with its consequences. Depending on their education background and exposure to hoax and misinformation, some Indonesians were still relatively prone to fall prey to them. According to a survey on hoaxes in Indonesia, over half of its respondents stated that they had difficulty in detecting hoaxes.

Market leader Facebook was the first social network to surpass one billion registered accounts and currently sits at more than three billion monthly active users. Meta Platforms owns four of the biggest social media platforms, all with more than one billion monthly active users each: Facebook (core platform), WhatsApp, Facebook Messenger, and Instagram. In the third quarter of 2023, Facebook reported around four billion monthly core Family product users. The United States and China account for the most high-profile social platforms Most top ranked social networks with more than 100 million users originated in the United States, but services like Chinese social networks WeChat, QQ or video sharing app Douyin have also garnered mainstream appeal in their respective regions due to local context and content. Douyin’s popularity has led to the platform releasing an international version of its network: a little app called TikTok. How many people use social media? The leading social networks are usually available in multiple languages and enable users to connect with friends or people across geographical, political, or economic borders. In 2025, social networking sites are estimated to reach 5.42 billion users and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction in previously underserved markets.

Video content consumption habits vary significantly across generations in the United States, with social video and live streaming emerging as the dominant format for younger viewers. Among Gen Z, nearly half of respondents to a 2023 survey preferred social video and live streams, while this was the case for one third of millennials. Furthermore, millennials were generally more likely to choose TV shows and movies as their most popular content type than Gen Z.

With approximately 1.6 billion video views in March 2019, LADbible was ranked first among the most watched Facebook video publishers. Second-ranked UNILAD generated 1.6 billion video views. Both social news and entertainment publishers are owned by the British media company The LADbible Group Ltd.

Social video consumption Watching a video on the likes of Facebook or Instagram is now part of everyday social media usage. Whilst YouTube is as popular as ever, it is no longer the only source out there for online video viewers. With companies and influencers utilizing video for marketing purposes on Instagram, concertgoers broadcasting the event to their friends via Facebook Live and Twitter users endlessly retweeting their favorite vlogs, video content on social is here to stay. Social media is an important channel for video producers and many traditional media brands have started to generate content specifically to be distributed and discussed on social platforms. News, ads, viral moments, celebrity vlogs, sporting clips – the variety of video clips on social media is seemingly endless and users are highly engaged with video content on Facebook. As of February 2018, Facebook ranked first among social video platforms, accounting for a significant share of social media video posts across all tiers of influencers. The network accounted for 50 percent of social video posts by celebrity influencers with more than 20 million followers.

Mobile social video
A significant chunk of social video is consumed via mobile. One of the most popular mobile video apps is TikTok, which has over 3.7 million monthly active users in the United States. TikTok is a mobile app for creating and sharing short videos, which also can be edited in-app. The app merged with Musical.ly in August 2018, thus gaining access to the teenage online user market in the United States. Popular types of TikTok videos include dances, comedy sketches or lip-synchs to songs. The platform is frequently considered the spiritual successor to the now-defunct mobile video app Vine, and popular TikTok videos are frequently shared across other social networks.

A global study among bloggers conducted in July and August 2023 found that around 76 percent reported having published how-to articles throughout the 12 months preceding the survey. Approximately 55 percent said they posted lists.

As of the third quarter of 2022, over 90 percent of Egyptian internet users claimed using the internet to watch any kind of video weekly. Moreover, almost 44 percent reported watching music videos, while nearly 41 percent watched comedy, meme, or viral videos. On the other hand, only 19.1 percent viewed gaming videos.

During the third quarter of 2024, music videos recorded the highest category reach, with around 31 percent of responding internet users reporting watching this type of video online each week. Around 23.6 percent of respondents reported watching tutorials and how-to videos, while approximately two in 10 respondents reported watching live streamed videos online. YouTube in France Over seven in 10 French users accessed social media and social video platforms, while eight in 10 reported engaging with social media weekly. However, social video platforms such as TikTok and YouTube have been observed to engage users for longer than social networks. Between March and May 2024, users in France spent approximately 17 hours monthly on YouTube. Men aged between 25 and 34 years of age were YouTube’s main demographic in France, as the popular video platform’s audience was composed of 21.3 percent of male internet users in this age group. TikTok in France The Chinese-developed TikTok is one of the most popular social media sites for users in France. According to a survey conducted in France in June 2024, TikTok was used by around 40 percent of respondents and was among the most popular social networks in the country. In 2024, there were an estimated 17.5 million TikTok users in France, an increase of five percent compared to the previous year. The TikTok audience in France was composed of 64 percent women, while 36 percent of respondents reporting to use TikTok were men. French women aged between 18 and 24 years were TikTok’s main demographic, as approximately 3 percent of all the platform’s users in France were young female users.

According to a global online survey conducted in 2022, 55 percent of weekly X/Twitter users stated that they wanted to see informative content on the social media site. Overall, almost 40 percent of users said that they wanted to see relevant psots, whilst a third of users said they wanted to see funny content on the social media app. Although the majority of users desired informative content, 35 percent said they liked to see trendy posts.

Obtaining information about products was the most popular category of user-generated content (UGC) in Hong Kong. According to a survey conducted by Rakuten Insight in Hong Kong in August 2023, the most popular UGC content among respondents were product reviews or testimonials, with 61 percent of approval rate. Videos of products came in second receiving 56 percent of responses.

We asked Mexican consumers about "Most popular influencer genres" and found that "Music" takes the top spot, while "Religion & philosophy" is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 2,386 consumers in Mexico. Looking to gain valuable insights about consumers driver by influencer marketing worldwide? Check out our reports on people who follow influencers. These reports give readers a thorough picture of these customers, including their identities, preferences, opinions, and methods of communication.

TikTok, a Chinese video-sharing platform known as Douyin locally, has become an important app for the Chinese consumers to record their daily life moments. In 2021, users of the Beijing-based platform published about 28.5 million posts related to reunions. The mobile app is estimated to garner over 600 million daily active users.

During the first quarter of 2025, YouTube was the most popular platform for politics-related videos, as approximately 98 percent of political video content was consumed through YouTube. Twitch ranked second, with 1.1 percent share of political content being watched through the platform. According to a June 2024 survey, music videos were the most popular video format among political content consumers.

During a 2024 global survey among marketing and media leaders, approximately 42 percent reported using artificial intelligence (AI) tools a few times per week or daily when writing or generating content. Around 40 percent said they used those solutions for social media content generation. According to the same study, Facebook and Instagram were the social media platforms most used by global marketers for organic content and paid ads.

In a January 2019 survey of marketers in the United States, 78 percent of respondents viewed Instagram posts as the most effective type of influencer marketing content. Instagram stories followed closely behind, with a 73 percent response rate.

As of April 2025, almost 32 percent of global Instagram audiences were aged between 25 and 34 years, and 29.5 percent of users were aged between 25 and 34 years. Overall, 16.3 percent of users belonged to the 35 to 44 year age group. Instagram users With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo sharing app is especially popular in India and in the United States, which have respectively 413.85 million and 171.7 million Instagram users each. Instagram features One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo sharing app that initially became famous due to it’s “vanishing photos” feature. As of the first quarter of 2025, Snapchat had 460 million daily active users.

People and blogs was the most popular category for YouTube influencers in 2023, with **** percent of them posting videos related to this topic. Entertainment and video games followed with a respective influencer share of ***** and ***** percent.

As of September 2023, YouTube as the most popular social media platform for global users, with 97 percent of respondents reporting to use the popular video platform. YouTube was also the most popular social media among Gen Z users, with 96 percent of respondents in this age group reporting to have used the video platform as of the examined period. Facebook's usage kept steady among among the general digital population, with around eight in 10 reporting to have used the platform. In comparison, the social media's popularity was in free fall among gen Z users with only four in 10 among those surveyed reporting to engage with the Meta-powered platform.