New research shows that while YouTube continues to dominate as the globe’s most popular video service, Instagram has moved ahead of Netflix and TikTok in the United States, establish itself as the second most popular video service for Americans.
Unveiling the latest entertainment trends at Conecta Fiction in Spain this week, Maria Rua Aguete, Omdia Senior Director of Research noted the top three video services in Spain as YouTube, Amazon Prime Video and Instagram Reels. “Instagram Reels’ ascent to third place in Spain highlights its growing influence in the video content domain, driven by its popular features that offer quick, engaging, and shareable content.”
With over 2.7 billion active users in 2024, YouTube remains the top choice for video content, while Instagram follows with 1.5 billion users, and TikTok has 2.3 billion users globally, with 1.3 billion outside of China.
Instagram’s video features have resonated strongly with US audiences, particularly among younger demographics who lean towards short-form, visually appealing content.
Free Ad-Supported Streaming Television (FAST) channels are also rapidly gaining popularity, particularly in the United States and Brazil, where they have overtaken traditional pay-TV services. FAST revenues are projected to reach $12 billion by 2028, with $10 billion coming from North America alone.
“We are witnessing a transformative period in how people consume video content,” said Rua Aguete. “Instagram’s rise in popularity is a testament to the evolving nature of viewer engagement and the increasing demand for short-form, visually appealing content. The surge in FAST channel viewership underscores a major shift towards ad-supported content in a linear format, providing viewers with a greater variety of options.”
Platforms like Tubi and Roku are among the top choices, with 60% of users watching FAST channels monthly compared to 55% who use pay TV services.
