The number of Instagram users in the United States was forecast to continuously increase between 2024 and 2028 by in total 13.4 million users (+8.59 percent). After the ninth consecutive increasing year, the Instagram user base is estimated to reach 169.5 million users and therefore a new peak in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, 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 and count multiple accounts by persons only once.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 Instagram users in countries like Canada and Mexico.

In 2024, the most widely used video types in marketing worldwide were explainer videos, with 73 percent of marketers saying they used them. Social media videos came second, with 69 percent of global marketers using them, while 60 percent cited testimonial videos.

During a 2024 survey among marketers worldwide, approximately 67 percent reported plans to increase their use of Instagram for video marketing purposes in the near future. Similarly, 66 percent said they would use YouTube more for that purpose. According to the same study, increased exposure and traffic were the leading benefits of social media marketing worldwide.

Significant fluctuations are estimated for all segments over the forecast period for the ad spending. Only in the segment Video Advertising Mobile, a significant increase can be observed over the forecast period. In this segment, the indicator exhibits a difference of 152.3 billion U.S. dollars between 2019 and 2028. Find further statistics on other topics such as a comparison of the ad spending in Russia and a comparison of the ad spending in the United Kingdom. The Statista Market Insights cover a broad range of additional markets.

During a late 2023 survey carried out among marketing professionals worldwide, 90 percent of respondents stated they used videos on YouTube for marketing purposes. Facebook was the second-most commonly named platform, mentioned by 86 percent of respondents. TikTok was used by 69 percent of interviewed marketers.

In 2021, digital video advertising was expected to attract 80.1 billion U.S. dollars in spending worldwide and the source projected that the expenditure would increase to 120 billion by 2024. In the U.S., the spending is forecast to increase from 11.24 to 12.66 billion in the same period.

During a 2023 survey, 65.9 percent of responding app users stated that they always skipped an in-app video ad if there was an option to do so after a certain time frame. On the other hand, 19.7 percent said they did not skip such ads if they were relevant to them.

During a late 2023 survey among marketing professionals worldwide, 78 percent of respondents found YouTube to be an effective video marketing channel. This was followed by 71 percent of respondents finding Facebook effective, while 64 percent cited Instagram.

During a January 2023 survey among members of Generation Z – aged between 18 and 24 years at the time of data collection – in the United States, 37 percent said social media featured the type of video ads with the most influence on their buying decision process. That included what they bought, where they ate and shopped, and the movies and TV shows they watched. TV commercials – including on ad-supported streaming services – and ads on free video websites followed, mentioned by 35 and 27 percent of respondents, respectively.

In 2024, digital video advertising spending in the United States was estimated at 62.9 billion U.S. dollars. According to the source’s calculations, the spending doubled in the period 2020 to 2023. You say goodbye television, I say hello digital video Moving pictures have captured the attention of audiences and advertisers for decades. Still, ever since the internet made its way into millions U.S. households, the focus has gradually shifted away from traditional analog television. While TV remains a leading source of news and entertainment throughout the country, industry experts also agree that its golden age is slowly coming to an end. According to the latest forecasts, TV ad spend in the United States will begin shrinking starting with 2025. Consumer demand for digital video is insatiable Social media and prominent video streaming services have fostered the demand for digital video on a global scale. In addition to being able to choose freely from ever-expanding digital video catalogs, audiences are also enjoying the flexibility they get in terms of when, where, and on which device they want to consume the content. Advertisers are tapping into the vast user bases of SVOD and AVOD platforms such as YouTube, Disney+, and Amazon Prime Video to promote their products and services. What is more, marketers are increasingly embracing TikTok and other video-streaming apps that center around user-generated video content and capture the attention of millions of (young) online users each day.

This statistic presents the share of consumers in the United States who felt annoyed about YouTube advertising videos as of May 2017. During the survey period, 32 percent of respondents had expressed that they were very annoyed by YouTube video advertising, while 10 percent had reported that it was not annoying at all.

In 2019, social video ads published on Instagram had a clickthrough rate of 0.46 percent among 18-to-24-year-olds. YouTube video advertising had the lowest CTR compared to Instagram and Facebook among all age groups, and the latter publisher was the most successful in reaching senior consumers with video ads.

In January 2025, spending on online video advertising on YouTube's platform in South Korea amounted to around 89.1 billion South Korean won. YouTube was the leading media platform for online video ads in the country, far ahead of its main competitors, Instagram and Facebook.

In 2022, TikTok's estimated share in global video advertising revenue stood at seven percent. The source projected it would double by 2027. Additionally, TikTok Douyin (the same app in China) held a share of 15 percent in 2022 and was expected to grow to 23 percent in the same period. Combined, the apps would account for 37 percent of the total in 2027.

Social network video advertising spending in the United States was projected to amount to 20.28 billion U.S. dollars in 2021, marking an increase from the previous year's value of 14.68 billion. Ad spending was expected to further increase in 2022 and 2023, reaching an estimated 28.21 billion in the latter year.

During a June 2021 survey carried out in the United States, 34.8 percent of responding internet users aged 18 to 24 stated that an ad being played more than once was the issue that frustrated them most about advertising in ad-supported video content. This was the top issue for all age groups but one. For 55 to 64 year-olds, too many ads were the main problem.

In the second half of 2023, free ad-supported streaming (FAST) services accounted for 25 percent of digital video ad views in the United States whereas virtual multichannel video programming distributors, such as YouTube TV, accounted for six percent of the total.

In the first half of 2022, the global viewability rate of mobile web video ads stood at 80.1 percent, meaning 80.1 percent of video ads displayed on the mobile web were in view in the measured period. Between the send half of 2019 and the first half of 2022, the share increased by over eight percentage points.

In the first half of 2024, digital video ad views on connected TV in the United States accounted for 83 percent of all digital video ad views in that period. Advertising viewed on mobile devices had a 9 percent share of ad views.

Connected TV (CTV) advertising spending in the United States was forecast to amount to 22.7 billion U.S. dollars in 2024, marking a 12 percent increase from the previous year. Social media video ad spending was expected to add up to 23.4 billion dollars, while online video ad spending was forecast to amount to 16.8 billion.