Key Video Stats – That You Need to Know
Video is widely considered as the most engaging type of content. This is just part of the reason that brands and social media platforms alike are starting to shift their content focus towards a video-first approach.
In this guide, we walk you through some of the most exciting and interesting video statistics and trends that we are seeing in the social media space in 2022.
Monthly Active Users
With Instagram’s recent announcement that they are no longer a photo-sharing app and will now be focusing on video content, there is a clear race to be the top video-first social media platform. Although YouTube is still a leader, competitors such as Instagram and TikTok are fast approaching the same levels of success in terms of Monthly Active Users (MAUs).
MAUs give us a fair idea of how big of an active audience use that platform. This is typically a better indicator of success than the number of profiles, as this can be clouded by bots and unused profiles.
Here is how video-first social media platforms rank in terms of MAUs in 2022:
- YouTube – 2.2 Billion MAUs
- Instagram – 2 Billion MAUs
- TikTok – 1 Billion MAUs
- Snapchat – 538 Million MAUs
Time Spent Watching Video
We are also seeing an increase in the time that users spend watching videos on social media platforms. Below we list the average time users spend watching videos on the top video-first platforms in 2022:
- YouTube – 70.3 minutes per day
- TikTok – 38.7 minutes per day
- Instagram – 28 minutes per day
Gender split across social media platforms remains fairly even over time. However, there is a clear majority share of female users on Instagram and TikTok along with a clear majority share of male users on YouTube:
- Instagram: Male (46%), Female (54%)
- TikTok: Female (65%), Male (35%)
- YouTube: Female (46%), Male (54%)
Unsurprisingly, younger users are still the biggest users across most video-first social media platforms. However, we are starting to see a shift toward older users becoming more active on these platforms.
One trend that is surprising is the relatively large percentages of 30 to 39-year-olds (21.7%) and 40 to 49-year-olds (20.3%) that makeup TikTok’s userbase.
Instagram Age Split
- 13 to 17 years old: 8.5%
- 18 to 24 years old: 30.1%
- 25 to 34 years old: 31.5%
- 35 to 44 years old: 16.1%
- 45 to 54 years old: 8%
- 55 tp 64 years old: 3.6%
- 65 years old and up: 2.1%
TikTok Age Split
- 10 to 19 years old: 25%
- 20 to 29 years old: 22.4%
- 30 to 39 years old: 21.7%
- 40 to 49 years old: 20.3%
- 50+ years old: 11%
YouTube Age Split
- 18 – 24 years old (male): 8.5%
- 18 – 24 years old (female): 6%
- 25 – 34 years old (male): 11.6%
- 25 – 34 years old (female): 8.6%
- 35 – 44 years old (male): 9%
- 35 – 44 years old (female): 7.5%
- 45 – 54 years old (male): 6.2%
- 45 – 54 years old (female): 5.7%
- 55 – 64 years old (male): 4.4%
- 55 – 64 years old (female): 4.5%
- 65+ years old (male): 4.3%
- 65+ years old (female): 5.4%
Rising Video Trends: Summary
It is clear that video is fast becoming the most popular form of content across many of the leading social media platforms. Brands that move first to tap into this growing popularity are likely to benefit the most in the long term.