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Video has become one of the most popular online formats, spanning from educational content to product reviews. As of the fourth quarter of 2025, music videos were the most watched video content type, followed by comedy, meme, or viral videos.

Social video engagement

YouTube and TikTok have become two of the most important social media platforms for global users, as video content commands high levels of engagement. In 2024, users worldwide spent approximately ****hours using the YouTube mobile app per month. Additionally, the leading hashtags used by content creators on TikTok have amassed billions of views: as of October 2025, the TikTok hashtags “fyp” or “for you page” had reached ** and ** billion post views, respectively. 

Watching content: what device do users prefer?

In 2024, televisions were the most used devices for global viewers to watch video-on-demand (VOD), with ** percent of respondents reporting using these devices. In comparison, ** percent of respondents reported using smartphones. Age group and generation are factors impacting viewership habits and device preferences, as younger users appear to prefer using their smartphones to consume content. According to a March 2024 survey, U.S. users aged 18-34 were more likely to watch video content on smartphones than on any other devices. By comparison, connected TVs were particularly popular for the online video audience aged 35 and older.