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Reels accounted for 46% of time spent on the Instagram app in 2025, up from 37% in 2024 while time spent on YouTube shorts was flat in 2025, Sensor Tower reported
- Sensor Tower said Reels accounted for 46% of time spent on the Instagram app in 2025, up from 37% in 2024 while time spent on YouTube shorts was flat in 2025, CNBC reported.
- Instagram daily active users (DAUs) rose 2% y/y in 2025 while that of YouTube rose 3% y/y.
- Time spent on TikTok was 81 minutes per day versus 80 minutes on YouTube and 55 minutes on Instagram.
- The Wall Street Journal recently reported (citing Sensor Tower) that time spent on Instagram Reels per day is 27 minutes versus 44 minutes on TikTok and 21 minutes on YouTube Shorts (Meta Platforms/Social Media user trends and engagement (Notion))
