TREE NEWS reports: Meta Platforms’ chief financial officer said Facebook Reels watch time reached an all-time high globally and in the US, while Instagram’s global per-user time also hit a record with double-digit year-over-year growth in the third quarter. The figures were disclosed as part of Meta’s quarterly update on user engagement across its apps.
Meta CFO: Facebook Reels Watch Time Hits All-Time High Globally and in US
AI take
The disclosure matters less as a product milestone than as a signal on engagement quality, which is what advertisers and platforms ultimately monetize. Record per-user time on both Reels and Instagram suggests short-form video continues to absorb attention even as Meta's app portfolio matures. What's worth watching is whether this engagement strength translates into the monetization metrics that accompany such updates — the item gives no read on that.
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