Sensor Tower: Reels accounts for 50%+ of Instagram ads in 2025; 46% of US time spent on Instagram in 2025
Summary
Sensor Tower data summarized by CNBC shows Instagram Reels accounted for over 50% of all Instagram ads in 2025, up from 35% in 2024, and Reels represented 46% of time spent on Instagram in the US in 2025. The findings indicate a continued shift toward short-form video in ad spend and user engagement, with implications for advertisers and measurement platforms.