"Social video commands more than 50% of client ad spend, with brands like fashion and supplement companies shifting budgets from linear advertising to digital platforms such as YouTube and Meta."
"The IAB's estimates indicate that brands are investing to meet the growing demand for video content on social platforms, with Facebook users increasing video watch time by 8% in Q1 2026."
"Falling production costs due to generative AI tools and a focus on precise audience targeting are contributing to the rise in social video spending among small and medium-sized advertisers."
Brand spending on social video is projected to outpace connected TV ad inventory, with a growth rate of 13% compared to 11% for CTV by 2026. Total digital video spending in the U.S. is expected to reach $80 billion this year. Media buyers report that social video now commands over 50% of client ad spend, with brands reallocating budgets from linear ads to platforms like YouTube and Meta. Factors such as falling production costs and targeted advertising are driving this trend.
Read at Digiday
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