Social fatigue

In recent years the composition of posts on social media platforms has shifted from text and still photos to short form video. The entertaining nature of most video content coupled with the time it takes to watch even a short video compared to looking at a single image should increase time spent on social media.  However, according the Global Web Index (GWI) 2023 social trends report, the average daily time spent fell below that of 2019.  While time spent on social media in North America has continued to grow, time spent fell in 36 of the 48 markets tracked by GWI.  The data however does not track time spent on social interactions made in real life. 

Source: Global Web Index, June 2023