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.

릴스, 연 매출 500억 달러 넘었다… 인스타그램의 다음 무대는 거실 TV
TV가 되고 있는 릴스. 틱톡 아류로 시작한 인스타그램 릴스, 5년 만에 연 매출 500억 달러로 세계 최고 수익 영상 사업으로 등극. 모건스탠리 서베이 성장률 1위·HBO맥스급 이용률을 발판으로 이제 거실 TV와 크리에이터 롱폼 편성까지 넘봐. K-콘텐츠 업계에 유통 창구·광고 예산 재편이라는 숙제 던져.
K-EnterTech HubJung Han

Reels' standing in the U.S. streaming landscape has shifted accordingly: in Morgan Stanley's latest survey, 26% of U.S. adults reported using Reels — the same tier as HBO Max (27%) and Tubi (26%) — and its usage growth ranked first among the two dozen services measured. Meta is now moving that momentum to the television screen.