Recent research from Omdia found that YouTube continues to dominate as the most popular video service globally, while Instagram has surpassed Netflix and TikTok in the U.S., establishing itself as the second most popular video service among American users.
According to Omdia’s latest consumer research, YouTube maintains its position at the top of video streaming services worldwide, expanding its reach to markets such as the Middle East. Notably, Saudi Arabia leads the world in per capita YouTube content consumption. The user-friendly interface and robust recommendation algorithm of the platform significantly contribute to its unmatched global reach and engagement.
With over 2.7 billion active users in 2024, YouTube remains the top choice for video content, while Instagram follows with 1.5 billion users, and TikTok has 2.3 billion users globally, with 1.3 billion outside of China.
Instagram’s video features have resonated strongly with the American audience, particularly among younger demographics who prefer short, visually appealing content.
Free Ad-Supported Streaming Television (FAST) channels are also rapidly gaining popularity, particularly in the U.S. and Brazil, where they have surpassed traditional pay TV services. FAST revenues are expected to reach $12 billion by 2028, with $10 billion coming from North America alone.
Platforms like Tubi and Roku are among the top choices, with 60% of users watching FAST channels monthly compared to 55% who use pay TV services.
The growing preference for FAST channels indicates a significant shift towards more flexible and cost-effective viewing options, reshaping the television industry in both markets.
As the landscape of digital content continues to evolve, platforms like YouTube and Instagram are at the forefront, shaping the future of entertainment and media consumption. The increasing influence of FAST channels in the U.S. and Brazil further highlights the dynamic nature of viewer preferences and the ongoing transformation of the television industry.