Video has been an enormous boost to time spent on social networks since the pandemic, but the growth story is nearing an end. Although video advertising makes up more than half of social network ad spending in the US, time spent with video relative to other social activities is reaching a plateau. Time spent by users on TikTok still beats out all social platforms, but the attention surrounding Threads shows that there’s still more to social media than just video.

Key Question: Should advertisers adjust their plans because of slowing growth in social video time?

KEY STAT: Video’s share of average daily time with social networks has risen dramatically since 2019, but future gains will be much smaller.