During a 2025 survey among marketers worldwide, approximately ** percent reported plans to increase their use of YouTube for video marketing purposes in the near future. Similarly, ** percent said they would use Instagram more for that purpose. According to the same study, increased exposure and traffic were the leading benefits of social media marketing worldwide.

****** was the most used social media platforms to watch short-form videos among U.S. users, with approximately ** percent of respondents reporting to use the popular Chinese-developed social media as their preferred platform. ************** ranked second, with ** percent of respondents, while *************** ranked third. ******** ********* only gained the attention of approximately ***** percent of respondents.

In 2023, over 56 percent of the time spent on social media platforms for users in the United States was spent on social video activities. This represents an increase from the previous year, when the time spent engaging with social video among U.S. users was of around 53.3 percent, compared to 46.7 percent of the total social media time spent on other social network activities.

In 2024, YouTube counted approximately ** million monthly users aged between 35 and 54 in the United States. In comparison, U.S. viewers younger than ** amounted to around ** million. Meanwhile, TikTok's main audience was aged between 18 and 34 years, as approximately ** million users of that age visited the platform monthly. Facebook was particularly popular among users aged 35 and older, while less than ** million users younger than ** engaged with the platform on a monthly basis.

According to a survey of global social media users conducted in August 2021, ************ were more popular among users aged between 16 and 38 years, with approximately ** percent of respondents reporting to watch videos with a duration of less than four minutes. The popularity of online social videos ********* among Baby boomers, with ** percent of respondents in this age demographics reporting to watch short videos, while only ** percent reported watching long videos on social media.

How much time do people spend on social media?

              As of 2024, the average daily social media usage of internet users worldwide amounted to 143 minutes per day, down from 151 minutes in the previous year. Currently, the country with the most time spent on social media per day is Brazil, with online users spending an average of three hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in
              the U.S. was just two hours and 16 minutes. Global social media usageCurrently, the global social network penetration rate is 62.3 percent. Northern Europe had an 81.7 percent social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle Africa closed the ranking with 10.1 and 9.6 percent usage reach, respectively.
              People access social media for a variety of reasons. Users like to find funny or entertaining content and enjoy sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends. Global impact of social mediaSocial media has a wide-reaching and significant impact on not only online activities but also offline behavior and life in general.
              During a global online user survey in February 2019, a significant share of respondents stated that social media had increased their access to information, ease of communication, and freedom of expression. On the flip side, respondents also felt that social media had worsened their personal privacy, increased a polarization in politics and heightened everyday distractions.

Video has become one of the most popular online formats, spanning from educational content to product reviews. As of the second quarter of 2025, music videos recorded the highest category reach, with almost half of internet users worldwide reporting to watch music videos online each week. Social video engagement In recent years, YouTube and TikTok have become two of the most important social media platforms for global users, as video content commands high levels of engagement. In 2024, users worldwide spent approximately 28.4 hours using the YouTube mobile app per month. Additionally, the leading hashtags used by content creators on TikTok have amassed billions of views: as of October 2025, the TikTok hashtags “fyp” or “for you page” had reached 55 and 35 billion post views, respectively. Watching content: what device do users prefer? In 2024, televisions were the most used devices for global viewers to watch video-on-demand (VOD), with 58 percent of respondents reporting using these devices. In comparison, 12 percent of respondents reported using smartphones. Age group and generation are factors impacting viewership habits and device preferences, as younger users appear to prefer using their smartphones to consume content. According to a March 2024 survey, U.S. users aged 18-34 years were more likely to watch video content on smartphones than on any other devices. By comparison, connected TVs were particularly popular for the online video audience aged 35 and older.

According to a survey of internet users in the United States, as of November 2021, ******* was the preferred social media platform to watch short-form videos, with around ** percent of respondents reporting to use the popular video platform to watch this type of content. ******** followed, with more than *** in ** respondents indicating they watch short-form videos on the platform. TikTok, which introduced only in February 2022 the possibility for users to upload videos up to ** minutes long, was indicated by ** percent of respondents as their preferred platform to watch short-form video content.

In 2024, YouTube was the most popular social video platforms for users in the United States, with an estimated viewership of *** million viewers. Facebook ranked second, while Instagram had approximately *** million users engaging with the platform's Reels and posts on a monthly basis. TikTok was estimated to have a monthly audience of *** million users in the examined period.

As of July 2023, short videos were the most favourite social media activity among Generation Z adults in the United States, as more than 60 percent of respondents reported to have watched them. Conversely, approximately 43 percent of Gen Z adults watched livestream videos. Internet users in the United States liked to watch short videos on different platforms, but TikTok was the most popular.

According to a survey on the most-viewed content formats on social media conducted in Indonesia in June 2023, approximately ** percent of Indonesian respondents stated that they enjoyed watching TikTok videos. Meanwhile, ** percent of them stated that they enjoyed watching Instagram posts.   Exploring video content trends and advertising impact in Indonesia  From music to video tutorials, videos have become the most popular visual medium on the internet. In 2023, almost every Indonesian watched online videos weekly. Video advertising, whether from trusted brands or influencers, has also increased in recent years and caught consumers’ attention. A recent study revealed that the most influential advertisements for Indonesians were those made by well-known brands compared to influencers. In addition, Indonesian consumers will be more likely to click on ads on social media when the content is relevant to them. The changing face of social media: Trends in Indonesia's online landscape From the era of Vine to the rise of TikTok, short video memes became the core of social media content. These memes have since been adopted by other popular social media platforms such as Instagram, YouTube, and Facebook. As of 2023, it is estimated that more than *** million people are TikTok users in Indonesia. However, TikTok’s dominance does not overshadow the significance of Facebook. Although Facebook users are gradually declining in Indonesia, it still has the largest market share among social media platforms, especially on mobile phones and tablets.

Over ** percent of community managers in France used Instagram as their preferred social media network for publishing video content, according to the survey conducted in 2023. Facebook appeared as the second favorite go-to video publishing platform, chosen by ** percent of respondents. YouTube and LinkedIn followed with respectively ** percent and **** percent of community managers reporting to have used the networks for posting videos.

According to a survey among internet users conducted in Vietnam by Decision Lab, as of the third quarter of 2024, TikTok was the leading social media app for watching short videos, as stated by ** percent of the respondents. Meanwhile, ** percent of them used YouTube for the same purpose.

In 2024, social video platforms and video content recorded around ** minutes of daily engagement on average among users in the United States. The amount of time spent watching social video among users in the country was projected to reach ** minutes per day in 2023, and about daily ** minutes by the end of 2028.

Short-form videos were rated as the best type of social media content for finding new products in a global 2024 study. This was the view of more than ********* of consumers. Similarly, long-form videos, such as YouTube reviews, were another popular type of content on social sites. Photo posts with captions came in third place, as ** percent of respondents found them useful for discovering products.

It was found that adults in the United Kingdom engage with social media equally as much as with video streaming platforms. For example as of May 2023, UK TikTok users spent ** minutes per day with the social network while Netflix users in the country also spent the same amount of time using the video streaming service daily. Video viewing - ad-supported options are driving consumption Since 2021, the reach of video-on-demand subscriptions in the United Kingdom has been oscillating around ** million households. The viewership boom that started during the coronavirus outbreak has now transitioned into steady audience numbers. Video streaming in the UK remains strong, however, the market is pivoting from premium models to free ad-supported ones such as broadcaster video-on-demand (BVOD). The data shows that the viewership of BVOD services surpassed the SVOD viewer-base. Among many BVOD platforms, BBC iPlayer is by far the most popular ad-supported service in the UK, followed by ITV and All 4, showing the prevalence of local players. However, international services, such as Pluto TV, are slowly entering the market as well. In fact, while Netflix and Amazon Prime Video are losing viewer interest, Pluto TV is one of the platforms that experienced an increase in total content viewing hours between 2022 and 2023, indicating its growth potential.

According to a survey of French consumers conducted in 2023, the number of respondents using social media and social video platforms daily correspondents to approximately ** percent of the French digital population. Of these, ** percent of respondents reported using platforms such as Snapchat, TikTok, or Instagram multiple times per day, while around ** percent reported using them every day or almost every day.

In a March 2024 survey conducted among U.S. users who have created videos for the internet, it was found that ** percent of respondents aged between 35 and 54 years created ** or more videos to post on the internet or on social media platforms. Approximately ** percent of respondents aged 55 or older had made up to four videos. Fewer respondents from this age group, around ** percent, stated making ** or more videos.

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.

During a 2025 survey among marketers worldwide, around 83 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 78 and 69 percent of the respondents. The global social media marketing segment According to the same study, 60 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2025. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide. Social media for B2B marketing Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram, both run by Meta, Inc., due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.