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EMARKETER

US Social Video Usage 2022

From TikTok to Reels to Livestreaming, Video Is Driving Major Changes in Consumption Patterns

Report by Debra Aho Williamson  |  Mar 7, 2022
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Table of Contents
Executive Summary
Key Points
US Social Video Users: Sizing the Opportunity
Two Big Ways TikTok Is Disrupting Social Video Usage
Creators, Livestreaming, and Distribution on Larger Screens Will Bring More Changes to Social Video Usage
Strategies for Reaching Social Video Consumers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
The metaverse may be far away, but video is here and now on social media—and consumer usage patterns are changing fast.
Topics
Digital Video
Social Media Marketing
Social Media Usage
United States
Table of Contents
Executive Summary
Key Points
US Social Video Users: Sizing the Opportunity
Two Big Ways TikTok Is Disrupting Social Video Usage
Creators, Livestreaming, and Distribution on Larger Screens Will Bring More Changes to Social Video Usage
Strategies for Reaching Social Video Consumers
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Social media is at another turning point. It’s not about the metaverse; it’s about video. TikTok is the biggest disrupting factor, but a rise in creator video and livestreaming, as well as the widening availability of social media videos on TVs, also present marketers with new opportunities to reach video consumers.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Where are consumers engaging with social video?
  2. What types of video content are most popular with social users?
  3. What techniques can marketing and strategy executives use to reach social video consumers?

WHAT’S IN THIS REPORT? Why video viewing is growing on social media, the disruptive effect of TikTok, and other trends including livestreaming.

Share of US Digital Video Viewers Who Watch Videos on Social Media, by Age and Platform, Sep 2021 (% of respondents in each group)
E-Mail ChartDownload

KEY STAT: The percentage of young US digital video viewers who watch video on Instagram and TikTok is within shouting distance of YouTube.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

17charts

Reliable data in simple displays for presentations and quick decision making.

5expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. US Social Video Users: Sizing the Opportunity
    4. Two Big Ways TikTok Is Disrupting Social Video Usage
    1. Creators, Livestreaming, and Distribution on Larger Screens Will Bring More Changes to Social Video Usage
    2. Strategies for Reaching Social Video Consumers
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    Share of US Digital Video Viewers Who Watch Videos on Social Media, by Age and Platform, Sep 2021 (% of respondents in each group)Select Social Media Platforms on Which US Internet Users Have Watched Video, 2019-2021 (% of respondents)
    US Social Network Video Ad Spending, 2019-2023 (billions, % change, and % of total social network ad revenues)Content Types Published on Facebook According to US Marketers, April 2021 (% of total)
    Do US Consumers Regularly Watch Short-Form Video Content* on Social Media Platforms? (% of respondents, Sep 2021)Where Do US Consumers Prefer to Watch Social Short-Form Videos? (% of respondents, Sep 2021)
    US YouTube vs. TikTok* Users, by Generation, 2022 (% of population)Frequency with Which US Adults Use TikTok vs. YouTube, Sep 2021 (% of respondents)
    Average Time Spent per Month Using YouTube vs. TikTok Among Android Users in Select Countries, 2021 (hours)Average Time Spent per Day with TikTok vs. YouTube by US Adult Users, 2019-2023 (minutes)
    Average Time Spent per Day by US Adult Users on Leading Social Media Networks, 2022 (minutes)Frequency with Which US Adults Post on TikTok vs. YouTube, Sep 2021 (% of respondents)
    Total Facebook and YouTube Video Minutes Watched Among US Internet Users, by Creator Type, Q4 2020-Q4 2021 (millions of hours)Internet Users in Select Countries Who Have Watched a Livestream in the Past Week, Q2 2021 (% of respondents)
    On Which Platforms Do US Social Video Viewers Watch Live Content Most Frequently? (% of respondents, Nov 2021)Platforms that US Social Video Viewers Watch Live Content on Most Frequently, by Age, Nov 2021 (% of respondents in each group)
    Allocation of Digital Ad Spending by US Senior Ad Buyers, by Channel, 2021-2023 (% of total)

    Interviewed for This Report

    Simon de Beauregard
    Pernod Ricard
    Global Brand Director, Aperitifs and Nonalcoholic
    Interviewed January 25, 2022
    Stephen DiMarco
    Tubular
    Chief Strategy Officer
    Interviewed January 26, 2022
    Jill Gray
    VidMob
    Executive Vice President, Global Client Solutions
    Interviewed January 13, 2022
    Alex Stone
    Horizon Media
    Senior Vice President, Advanced Video and Agency Partnerships
    Interviewed January 27, 2022
    Nick Zanetis
    VidMob
    Director, Product Research and Innovation
    Interviewed January 13, 2022

    authors

    Debra Aho Williamson

    Contributors

    Jasmine Enberg
    Senior Analyst
    Chris Keating
    Director, Research
    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Oscar Orozco
    Director, Forecasting
    Chuck Rawlings
    Senior Researcher
    Peter Vahle
    Senior Forecasting Analyst
    Paul Verna
    Principal Analyst
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