GWI said 37 percent of active Instagram users have watched videos on the Facebook-owned photo- and video-sharing network, and that number rises to more than one-half of Latin American users.
GWI wrote in an email to SocialTimes:
But perhaps the most arresting trend here is the potential for further growth. Virtually all (99 percent) Instagrammers are watching video clips online each month, meaning that Instagram is well-placed to follow in Facebook’s footsteps and make video a central part of the user experience–all of which is good news for branded content on the network.
Instagram users: How often do you watch videos on Instagram?