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In the US, TikTok will capture the attention of its adult users for an average of 55.8 minutes a day, with YouTube close behind at 47.5 minutes, according to our forecast. At the other end of the spectrum, Facebook’s adult users will spend just over a half an hour per day on the platform, while those of Reddit will spend only 23.6 minutes with it.

Beyond the chart: Video will account for 56.3% of the time US adults spend with social networks this year, up nearly 9 percentage points from 2021, per our “Social Video Ad Spending Forecast 2023” report.

In an effort to keep up with consumer behavior, advertisers are prioritizing video over other ad formats as social companies like TikTok, Meta, and YouTube improve short-video monetization. The good news is that video is better for storytelling and capturing attention, which expands creative opportunities for advertisers.

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