Chart of the week
Short form video is eating the world?
What does this chart show?
53% of time spent by users today on Facebook is spent consuming video, up from 10% a decade ago.
Why does it matter?
Facebook has 2.11 billion daily active users globally. In 2024, Meta made ~$132 billion in ad revenue, with video ads contributing over 50% of the total. Unsurprisingly, the costs per video ad impression are 20–30% higher than for display ads.
Interestingly, only 17% of the time that users spend on Facebook is spent viewing content from ‘friends’ (7% on Instagram)1. In 2024, the average social media user spent 2 hours and 24 minutes daily across social media platforms. Increasingly this time is spent consuming videos recommended by algorithms that are not of their friends, and are often ads of various forms.
The Bottom Line
Algorithmically recommended short form video may be eating the world and our waking hours.
Chart & Data Source - FTC v META slides
