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Instagram beats TikTok and YouTube in short-form video engagement, Metricool recent report shows
- Instagram had the highest short-form video engagement rate at 4.3% versus 3.67% for TikTok and 1.85% for YouTube.
- When it comes to views, TikTok leads, followed by Instagram and then YouTube.
- Metricool analyzed 6,177,375 videos from 375,462 accounts on Instagram, TikTok, and YouTube.
- A separate report (covering January and February of 2025 and 2026) found that average watch time on Instagram Reels has more than doubled compared to 2025.
- This is despite TikTok leading in average daily time spent (as per Emarketer) at at 22 minutes, compared with 17 minutes on Instagram overall and 13 minutes on Instagram video.
