Global Instagram Users Prefer Opening Reels

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Erlina Fury Santika 21/05/2025 16:45 WIB

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According to Sensor Tower research, global Instagram users primarily utilize the app for watching short videos or Reels, accounting for 36.54% of total app usage.

Global Proportion of Time Spent on Instagram Features (2024)

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Global Proportion of Time Spent on Instagram Features (2024)

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According to Sensor Tower research, global Instagram users spend more time watching short videos or Reels than any other feature in the app.

The firm's *State of Mobile 2025* report details that Reels usage accounts for 36.54% of total usage of this Meta Platforms Inc. application.

Following Reels, many users spend their time on the main feed (25.63%).

This is followed by messaging (chat) at 8.1% and stories at 7.5%. Other features account for 22.2% of activity.

The research team notes that iOS and Android users spent a total of three trillion hours on social media and messaging apps throughout 2024, a 6% year-on-year (YoY) increase from 2023's 2.8 trillion hours.

"India is one of the main contributors to this growth, with social app usage in the country increasing by 16% year-on-year (YoY)," Sensor Tower wrote, as quoted on Tuesday (May 20, 2025).

Social media apps are also diversifying their monetization strategies, according to Sensor Tower. While previously social media giants heavily relied on advertising as their primary revenue source, social media apps can now generate profit from in-app purchases (IAP).

"TikTok's success with in-app purchases (IAP) is encouraging other apps like Instagram and Snapchat to add IAP as an additional revenue stream—especially as new regulations make the advertising market increasingly challenging," Sensor Tower wrote.

(Also read: How Do Users Enjoy TikTok? This is the Breakdown of Usage)

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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Global Instagram Users Prefer Opening Reels

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Global Instagram Users Prefer Opening Reels

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