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EMARKETER

Social Video 2025

The Lines Between Social Media and Streaming Continue to Blur

Report by Minda Smiley  |  Jul 14, 2025
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Table of Contents
Executive Summary
Marketers are investing more ad dollars in social video than TV
Video-first social networks continue to dominate as smaller players play catch-up
The lines between social video, streaming, and YouTube are blurring
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
Social video’s momentum continues as advertisers direct the majority of their social network budgets toward it. Lines are continuing to blur between streaming platforms and social networks, especially as the latter increases its emphasis on video.
Topics
Total Media Ad Spending
Social Media Ad Spending
Social Media Usage
United States
Table of Contents
Executive Summary
Marketers are investing more ad dollars in social video than TV
Video-first social networks continue to dominate as smaller players play catch-up
The lines between social video, streaming, and YouTube are blurring
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery

Social video’s momentum continues, signaling just how crucial video has become for social networks big and small. The emphasis on video has put social networks more directly in competition with streaming platforms, further blurring the lines between the two.

Key Question: How can marketers better understand and leverage social video’s rise?

Social Video Ad Spend Will Exceed TV and CTV Ad Spend Combined by 2027
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Key Stat: By 2027, we expect US social video ad spending ($84.58 billion) to surpass TV and CTV ad spend combined ($82.72 billion).

This report can help you:

  • Allocate budget for campaigns and develop media strategy (brands, agencies)
  • Develop go-to-market strategy (media platforms)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Marketers are investing more ad dollars in social video than TV
    3. Video-first social networks continue to dominate as smaller players play catch-up
    1. The lines between social video, streaming, and YouTube are blurring
    2. Recommendations for marketers
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Social Video Ad Spend Will Exceed TV and CTV Ad Spend Combined by 2027Social Video Ad Spend Will Exceed TV and CTV Ad Spend Combined by 2027
    Social Video Ad Spend Will Reach $100B by 2029, Making Up Nearly One-Fifth of All Media Spend, (billions in US social network video ad spending, % change, and % of total media ad spending, 2022-2029)Video-First Social Platforms Lead in Time Spent Among Users
    YouTube Ad Spend Going Toward Videos Watched on TV Screens Is IncreasingYouTube Is Now the Most Popular Podcast Platform (% of US weekly podcast consumers, by platform, Oct 2021-Oct 2024)
    For the First Time, Over Half of US Marketers Will Use YouTube for Influencer Marketing in 2025 (% of US marketers using select social/video platforms for influencer marketing, 2021-2025) Creators Are Coming to the Small Screen in Several Ways
    Nearly Two-Thirds of Social Network Users Are Watching Streaming Content or TV While Scrolling, (% of US second-screen social network users, 2022-2026)

    Interviewed for This Report

    Gazmend Alushi
    Whalar
    President, Measurement and Analytics
    Interviewed June 9, 2025
    Keith Bendes
    Linqia
    Chief Strategy Officer
    Interviewed June 5, 2025
    Jennifer Quigley-Jones
    Digital Voices
    CEO
    Interviewed June 3, 2025

    authors

    Minda Smiley

    Contributors

    Rahul Chadha
    Director, Report Editing
    Nikolai Dineros
    Jasmine Enberg
    Vice President and Principal Analyst
    Donte Gibson
    Senior Charts Editor
    Zach Goldner
    Senior Forecasting Analyst
    Vladimir de Leon
    Chart Editor
    Oscar Orozco
    Senior Director, Forecasting
    Sakina Thanawala
    Copy Editor
    Emman Velasco
    Chart Editor
    Paul Verna
    VP, Content
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