Sensor Tower: Reels accounted for 50%+ of all Instagram ads in 2025, up from 35% in 2024; Reels accounted for 46% of time spent on Instagram in the US in 2025 (Zach Vallese/CNBC)
Summary
Sensor Tower data cited by CNBC shows Instagram Reels accounted for over half of all Instagram ads in 2025, up from 35% in 2024, and that Reels represented 46% of time spent on Instagram in the US in 2025. The report highlights a continued shift toward short-form video in advertising and user engagement, with implications for marketers and platform monetization strategies.