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In recent years, short video platforms have undergone significant growth and evolution, with platforms such as TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels emerging as dominant players in different regions and industries.
TikTok has established itself as the leading platform in the United States, Vietnam, the Philippines, Indonesia, and Brazil, capturing significant market share and user engagement. Instagram Reels and YouTube Shorts are widely favored in regions such as Italy, India, the United States, Brazil, the United Kingdom, and Germany. Facebook Reels has gained popularity in the United States, India, the Philippines, the United Kingdom, and Indonesia.
The user growth on these platforms has been nothing short of remarkable. By the end of 2023, Facebook Reels reached 800 million users, a substantial increase from 78 million in 2020. Instagram Reels surged to 2.8 billion users in 2023 from around 2 billion in 2020. TikTok Shorts and YouTube Shorts also experienced rapid growth, with users increasing significantly by 2023.
In addition to user growth, different industries have been leveraging these platforms to target specific audiences through advertising. TikTok dominates industries such as Publishing and Media, Beauty, Luxury and Fashion, Retail, Travel, and CPG, capturing a substantial market share. Instagram Reels is also a significant player in the Beauty, Home, Luxury and Fashion, Retail, and Travel sectors. YouTube Shorts leads in the Health & Wellness industry and maintains a strong presence in other sectors. Advertisers in the Children & Baby and Beauty industries favor Facebook Reels.
Furthermore, smaller platforms and niche players such as WeChat, Chingari, Vimeo, Triller, Hippo Video, Lately.ai, Wistia, and Muvi Minis play essential roles in specific markets, offering tailored solutions for creators, businesses, and specialized needs.
Source: Statista 1, Statista 2, Statista 3, Adobe
TikTok continues to dominate the short-video platform market, holding a 40% market share. Its popularity among Gen Z and Millennials and its substantial presence in regions like Asia, North America, and Europe contribute to its success. YouTube Shorts and Instagram Reels are closely behind, each with a 20% market share. YouTube Shorts benefits from its integration with the YouTube platform, while Instagram Reels taps into Instagram’s existing user base. With a 15% market share, Facebook Reels attracts users from Facebook’s extensive network, particularly older demographics.
In China, WeChat holds a 5% market share, while Chingari captures 2% of the market in India.
Vimeo also holds a 2% share globally and appeals to creators and businesses. Triller, focused on music, has a 1% share globally. Niche platforms such as Hippo Video, Magisto by Vimeo, Lately.ai, Wistia, and Muvi Minis hold a 0.5% share, catering to specialized needs like video marketing and content creation and providing tailored solutions for businesses and individuals.
| Platform | Market Share |
| TikTok | 40% |
| YouTube Shorts | 20% |
| Instagram Reels | 20% |
| Facebook Reels | 15% |
| 5% | |
| Chingari | 2% |
| Vimeo | 2% |
| Triller | 1% |
| Other Platforms | 7.5% |
| Hippo Video | 0.5% |
| Magisto by Vimeo | 0.5% |
| Lately.ai | 0.5% |
| Wistia | 0.5% |
| Muvi Minis | 0.5% |
Source: Adobe
TikTok is highly popular in the United States, Vietnam, the Philippines, Indonesia, and Brazil. Instagram Reels and Shorts are favored in Italy, India, the United States, Brazil, and Germany. YouTube Shorts has a strong presence in the United States, India, the United Kingdom, Germany, and Australia. Facebook Reels and Shorts are widely used in the United States, India, the Philippines, the United Kingdom, and Indonesia.
| TikTok | Instagram Reels | YouTube Shorts | Facebook Reels |
| United States | Italy | United States | United States |
| Vietnam | India | India | India |
| Philippines | United States | United Kingdom | Philippines |
| Indonesia | Brazil | Germany | United Kingdom |
| Brazil | Germany | Australia | Indonesia |
Over the past three years, the number of short video platform users has grown dramatically. As of the end of 2023, Facebook Reels reached 800 million users, up from 78 million in 2020. Instagram Reels got 2.8 billion users in 2023, growing steadily from around 2 billion in 2020. TikTok Shorts users surged to 1.57 billion in 2023, compared to 721.09 million in 2020. YouTube Shorts also saw substantial growth, with 2.52 billion users in 2023, up from approximately 2 billion in 2020.
| Year | Facebook Reels | Instagram Reels | TikTok Shorts | YouTube Shorts |
| 2023 | 800 million | 2.8 billion | 1.57 billion | 2.52 billion |
| 2022 | 500 million | 2.3 billion | 984.49 million | 2.49 billion |
| 2021 | 200 million | 2.2 billion | 856.69 million | 2.29 billion |
| 2020 | 78 million | ~2 billion | 721.09 million | ~2 billion |
Source: (to add each of our internal links to the content)
Various industries use short video platforms for targeted advertising to reach and engage specific audiences.
TikTok is particularly popular among industries such as Publishing and Media, Beauty, Luxury and Fashion, Retail, Travel, CPG, Food, and Beverage, capturing a 70% share in each. Instagram Reels also attracts significant advertising in Beauty, Home, Luxury and Fashion, Retail, Travel, and CPG, with a 70% share in these sectors.
YouTube Shorts is a top choice for the Health & Wellness industry, holding a 70% market share and a 40% share across most other industries. Facebook Reels appeals to advertisers in the Children & Baby and Beauty industries, with a 70% and 40% share, respectively.
WeChat, primarily focused on the Chinese market, maintains a steady 10% share across various industries.
| Industry | TikTok | YouTube Shorts | Instagram Reels | Facebook Reels | |
| Publishing and Media | 70% | 40% | 40% | 10% | 10% |
| Beauty | 70% | 40% | 70% | 40% | 10% |
| Home | 40% | 40% | 70% | 40% | 10% |
| Luxury and Fashion | 70% | 10% | 70% | 40% | 10% |
| Retail | 70% | 40% | 70% | 40% | 10% |
| Travel Industry | 70% | 40% | 70% | 40% | 10% |
| Children & Baby | 40% | 40% | 70% | 70% | 10% |
| CPG, Food and Beverage | 70% | 40% | 70% | 40% | 10% |
| Health & Wellness | 40% | 70% | 70% | 40% | 10% |
Source: (to add each of our internal links to the content)
YouTube stands out for its higher and more consistent earnings potential.
Short video platforms offer varying payouts to content creators. YouTube leads in earnings, with creators needing 1,000 subscribers and 10 million Shorts views in 90 days to qualify, earning between $100 and $10,000 monthly.
TikTok requires 10,000 followers and 100,000 views in the last 30 days, paying $0.02 to $0.04 per 1,000 views.
Instagram Reels and Facebook Reels operate on invite-only programs, with undisclosed payouts, though creators can earn through brand partnerships or a few dollars per thousand views.
| Platform | Eligibility | Payout |
| TikTok | 10,000 followers and 100,000 authentic video views in the last 30 days. | Between $0.02 to $0.04 per 1,000 views. Factors like video engagement and region play a role. |
| YouTube Shorts | 1,000 subscribers and 10 million Shorts views in the last 90 days. | Varies each month based on overall Shorts Fund allocation and channel performance. Creators can earn between $100 and $10,000. |
| Instagram Reels | Invite-only | Creators can partner with brands for sponsored Reel content, and the payout varies based on negotiation and audience size and engagement. |
| Facebook Reels | Invite only: 10,000 followers, 600,000 minutes viewed in the last 60 days, and 5 or more active video uploads. | A few dollars per thousand views. |
Thanks a lot for reading this,
David Ch
Head of the Editing Team at SendShort
David leads the editing team at SendShort. With this help, the team delivers the latest guides on using your favorite social media apps and creating short-form content.
