Reels Crosses a $50 Billion Run Rate — and Instagram's Next Stage Is the Living-Room TV

Instagram Reels, which launched as a TikTok knockoff, has in just five years grown into the world's most profitable video business at a $50 billion annual revenue run-rate—and now, riding the No.1 growth rate in Morgan Stanley's survey and HBO Max-level usage,

Jung Han 7월 11, 2026 6 min read분 읽기

The fastest-growing service in Morgan Stanley's survey now matches HBO Max and Tubi on reach, and creator-made long-form programming is next

Instagram Reels, a product that launched five years ago to dismissive 'TikTok clone' reviews, has crossed a $50 billion annual revenue run rate and become one of the most profitable video businesses in the world. That figure rivals the annual revenue of Coca-Cola or Nike, and it exceeds the roughly $46 billion analysts project for YouTube's advertising business this year.

Reels Crosses a $50 Billion Run Rate — and Instagram's Next Stage Is the Living-Room TV

계속 읽으시려면 지금 구독해주세요

1 month 10,000 won, 3 months 26,000 won, 1 year 94,000 won

월간 멤버십

₩10,000

₩5,000

3개월 멤버십

₩26,000

연간 멤버십

₩94,000