US Social Video Usage 2022

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

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.


  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.

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

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    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

    Interviewed for This Report

    Simon de Beauregard
    Pernod Ricard
    Global Brand Director, Aperitifs and Nonalcoholic
    Interviewed January 25, 2022
    Stephen DiMarco
    Chief Strategy Officer
    Interviewed January 26, 2022
    Jill Gray
    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
    Director, Product Research and Innovation
    Interviewed January 13, 2022

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    Debra Aho Williamson


    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

    "Behind the Numbers" Podcast