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 (Meghan Bobrowsky/Wall Street Journal)

Meghan Bobrowsky / Wall Street Journal: 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?

Jan 2, 2026 - 09:00
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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 (Meghan Bobrowsky/Wall Street Journal)

Meghan Bobrowsky / Wall Street Journal:
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?

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