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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.

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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