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Users ‘spending less than one-tenth of time on Instagram Reels compared to TikTok’

Users ‘spending less than one-tenth of time on Instagram Reels compared to TikTok’
In brief

Users are spending less than one-tenth of the time on Instagram Reels as they are on TikTok, according to internal documents from Instagram obtained by The Wall Street Journal.

Whereas TikTok users spend 197.8 million hours on the app per day, Instagram users are spending just 17.6 million watching Reels, Instagram’s own short-form video player.

The report comes as Instagram has stumbled in trying to compete more directly with TikTok; the Meta-owned social media platform was criticized for, and had to temporarily walk back, changes to its algorithm that recommended more Reels and other sponsored content.

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