Online & Social 2025: What the new global charts mean for your media mix

In short: Online video dominates, social media sets the daily pace – and attention is distributed very differently across TikTok, YouTube, Instagram & WhatsApp.
The latest charts from the Global Statshot Report, July 2025 show where reach, time and habits are formed today. Here is our Digiknall assessment for DACH brands.

1) Online video has overtaken TV – and short-form is the turbocharger

In terms of overall usage, Online video (any) clearly ahead, directly followed by social media. Short formats such as Reels, Shorts and TikToks come immediately after.
The key point: people spend more time with online video than with traditional TV – even when streaming is included.

Particularly exciting for day-to-day business: short-form is not just big, but an almost daily routine. In terms of frequency, short clips come just behind social media. Long videos are consumed less often, but are ideal for deeper product stories or explainer formats.

2) Social media is the daily anchor – with a wide range of reasons for use

Social media is used most frequently and regularly. The main reasons are:

• staying in touch
• filling time
• discovering news & content

Only then come product searches and inspiration.
👉 For brands, this means: content should be geared towards everyday reasons for use – not just sales targets.

3) Platform landscape: size ≠ love ≠ time

The Statshot data shows three perspectives: usage size, favourite status, time/habits – and that is precisely where the difference lies.

• Size (active usage): Globally, the Meta suite leads. Facebook & WhatsApp have extremely broad reach, with Instagram & YouTube close behind. TikTok is also massive, but sits slightly below Instagram.
• Favourite platform: WhatsApp and Instagram are at the very top – the closeness of messaging and visual storytelling have a strong impact. TikTok is popular, but not everyone's favourite.
• Time & open rate: TikTok holds people's attention for the most time per day worldwide, with YouTube close behind. Instagram and Facebook are also strong time magnets. WhatsApp scores with an unrivalled open rate – the app is opened almost daily.

👉 For the media mix, this means: you gain attention through moving-image feeds (TikTok, Reels, Shorts), while direct channels such as WhatsApp or DMs form the everyday anchor. And: good old Facebook also remains indispensable in performance marketing.

4) Time vs. frequency: two levers, one plan

The weekly charts show:

• Social & Short-Form run almost daily.
• Long-form, Streaming & Podcasts take place less frequently – but with longer dwell times.

👉 Successful brand building combines both levers:

• Many light-touch interactions (Reels, Stories, Shorts, UGC snippets) keep brands top of mind.
• A few deep interactions (long-form YouTube formats, series, creator collabs) create conviction.

5) The big picture

Over five billion people worldwide use social media – and the trend is still rising.
Platforms have long since become infrastructure, not just channels. At the same time, media time is clearly shifting towards video in the feed.

Or, as Simon Kemp puts it: Online video is the new leading currency of attention.

Takeaways for brands & businesses

• Social media is becoming ever more relevant compared with other media – for reach, communication & branding.
• Short-form content remains dominant – with its importance continuing to grow. Competition is increasing, and quality expectations are rising. Virality is no longer a given.
• Focus on content that offers added value and entertainment value, tailored to the actual reasons people use social media.
• Strengthen direct interaction via DMs or community features.
• Combine advertising and organic measures, to reach target groups effectively.

👉 Conclusion: Anyone looking to build reach, attention and trust in 2025 cannot avoid Social + Video . Short-form formats keep you in the daily rhythm, while long-form formats give you the opportunity to create depth and conviction.

Sources: Digital 2025 July Global Statshot Report (We Are Social/Meltwater, GWI & Similarweb datasets)
View the report: https://datareportal.com/reports/digital-2025-july-global-statshot