How Meta's Reels became a hit, with a $50B+ annual run rate; Sensor Tower: users spend 27 minutes/day on Instagram Reels, 21 on YouTube Shorts, and 44 on TikTok
Once a TikTok wannabe, Instagram's video feature is now a hit with users and advertisers. Can it make the leap to television? X: @meghanbobrowsky . LinkedIn: Meghan Bobrowsky X: Meghan Bobrowsky / @meghanbobrowsky : Happy new year! For my first story in 2026, I looked at how Meta's Reels grew to a $50 billion run rate in 2025. 2020: Meta launches Reels 2022: Users spend 10x more time on TikTok 2023-25: IG promotes OG content/pays creators to post, algorithm gets a lot better 2026: Now TV [image] LinkedIn: Meghan Bobrowsky : Happy new year. For my first story of the year, I looked back at how Meta's TikTok copycat product, Reels, became a $50 billion business. …