A new study from ZapCap finds that Americans spend more than two hours daily watching short-form video across social media platforms, with TikTok leading in engagement across all states.
According to the report, users average 54 minutes per day on TikTok, 49 minutes on YouTube Shorts, and 33 minutes on Instagram Reels. In most states, TikTok accounts for more than an hour of daily screen time, consistently outperforming its social media counterparts.
Ohio leads in overall short-video consumption, with users spending 148 minutes daily across platforms. Massachusetts, Montana, Rhode Island, and Illinois follow closely, all averaging at least 145 minutes per day. Despite slightly lower usage, states such as North Carolina, New Jersey, Wyoming, and Minnesota still approach two hours daily.
TikTok Dominates Engagement
TikTok remains the most engaging platform, with users in Ohio, Utah, and North Dakota averaging over an hour per day. The study notes that Instagram Reels, despite Meta’s investment, has yet to surpass TikTok or YouTube Shorts in watch time in any state.
“Short-form videos are revolutionizing digital media,” said Jessica Bui, a spokesperson for ZapCap, credtiting AI expansion for the growth in popularity. “AI-powered tools have transformed video production, allowing creators to produce high-quality videos with ease.”
Impact of AI and Short-Form Content
The report highlights the increasing role of artificial intelligence in content creation. In high-consumption states such as California and New York, AI-generated clips and virtual influencers are becoming more popular.
However, the study also points to concerns linked to short-form video consumption, including the spread of misinformation, rising anxiety and shorter attention spans.
“With AI making content creation more accessible, both creators and consumers need to approach these technologies mindfully,” Bui said. “By developing media literacy skills and setting intentional boundaries, we can minimize negative impacts while still enjoying the benefits these platforms offer.”
The New Jersey Digest is a new jersey magazine that has chronicled daily life in the Garden State for over 10 years.