How Meta’s reels became a $50 billion business

Once a TikTok wannabe, Instagram’s video feature is now a hit with users and advertisers. Can it make the leap to television?

Posted Thursday, January 1, 2026 8:24 am

Meghan Bobrowsk | The Wall Street Journal

Five years ago, Meta’s Reels was a TikTok copycat with no revenue. Now, it is set to bring in as much as Coca-Cola and Nike—and the company plans to expand to more screens in 2026.

Meta Platforms Chief Executive Mark Zuckerberg announced on an October earnings call that Instagram and Facebook Reels had surpassed a $50 billion annual run rate, which means that the company is on track to make that amount of revenue in the next 12 months. By comparison, analysts expect YouTube to bring in $46 billion in advertising revenue this year, and the research firm eMarketer estimates TikTok will bring in $17 billion.

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How Meta’s reels became a $50 billion business

Once a TikTok wannabe, Instagram’s video feature is now a hit with users and advertisers. Can it make the leap to television?

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