According to a recent study by the Omdia group, YouTube remains the most watched video platform in the world, while Instagram ranks second in the United States, surpassing the essential Netflix.
YouTube, Instagram and the popular FAST channels££££
In detail, YouTube has 2.7 billion active users in 2024, a domination which can be explained in particular by its simple interface usage and its strong recommendation algorithm. Next comes TikTok with 2.3 billion users (including 1 billion in China), then Instagram with 1.5 billion. Instagram is particularly popular in the United States, particularly among young people who prefer short, visually impactful content. Omdia also reveals the gain in popularity of the FAST phenomenon - free [abc]streaming[/abc] supported by advertising - particularly in the USA and Brazil, where FAST has supplanted traditional pay TV.
A word to Maria Rua Aguete, Research Director at Omdia££££
“We are witnessing a period of transformation in the way people consume video content,†said Maria Rua Aguete, Research Director at Omdia. The rise in popularity of Instagram speaks to the evolving nature of viewer engagement and the growing demand for short, visually appealing content. The increase in viewership of FAST channels highlights a major shift towards ad-supported content in a linear format, giving viewers a greater variety of options.â€