The news: Attention metrics (AUs) in the social media video landscape are gradually fragmenting as audiences shift to platforms with interest-driven feeds, per our industry KPI data provided by Adelaide.
From Q3 2024 to Q3 2025, community-driven and discovery-focused platforms saw increased attention:
- YouTube remains dominant, but AUs are slowly declining. AUs fell from 65.6% in Q3 2024 to 64.8% during the tracked period.
- X also saw declines, falling from 32.1% to 29.4%.
- Meta saw some gains: Facebook increased slightly from 18.6%to 19.1%, but Instagram dipped slightly from 23.9% to 23.6%.
- Meanwhile, curated platforms are gaining ground: Pinterest AUs climbed from 24.8% to 27.1%.
- Reddit also grew, climbing from 18.3% to 19.1%.