Video Reuse Index: how Facebook video ads get reused
Figures as of 10/25/2026.
Of the 79,846 distinct videos used in US Facebook ads for which SpyWinAds could read a file date, 12.8% had their file uploaded to Facebook more than 30 days before the first ad. Videos run by 5+ stores make up only 8.9% of videos but 74.1% of ads.
From file upload to the first ad
74.2% of videos started running ads within 7 days of the file being uploaded to Facebook. 12.8% waited more than 30 days: these are old videos brought back to run again.
| Days from file upload to first ad | % of videos |
|---|---|
| 0–7 days | 74.2% |
| 8–30 days | 13% |
| 31–90 days | 6.5% |
| 91–365 days | 4.8% |
| >365 days | 1.5% |
Videos run by many stores are rarely old: 8.5% for videos run by 5+ stores, versus 14.8% for videos run by a single store.
How many stores run the same video
73.8% of videos are run by only one store. The few remaining videos carry most of the ads: 98 videos run by 50 or more stores account for 16.1% of ads.
| Stores running the same video | % of ads | % of videos |
|---|---|---|
| 1 store | 13.9% | 73.8% |
| 2–4 stores | 12% | 17.2% |
| 5–9 stores | 11.7% | 5% |
| 10–49 stores | 46.2% | 3.8% |
| 50+ stores | 16.1% | 0.1% |
How fast a video gets copied
For the 7,207 videos run by 5+ stores, the median is 18 days from the first store to the fifth. Half of the videos fall between 8 and 32 days. 24.5% reach 5 stores within 7 days.
71.2% of videos run on only one Page, 11.3% run on 5 or more Pages.
Methodology
- The source is ads running in the US in Meta's public Ad Library, scanned by users of the SpyWinAds app using keywords they chose, since 30/09/2026: 959,032 ads, 32,231 domains. The library leans toward products people are interested in, not a random sample of the whole market.
- A video groups the ads that share a video fingerprint, including reposts, re-encoded copies and versions with changed music.
- The Facebook upload date is read from the file age in Meta's video link, accurate to within 1–2 days. 398 videos off by 3 days or more were excluded.
- The first ad date is the earliest start date Meta records for that video in the library.
- Stores are counted by landing page domain. Ads turned off before the library scanned them may be missing, so the days to the fifth store are an estimate.
Citation
SpyWinAds Research (2026). Video Reuse Index 10/2026. https://spywinads.com/research/video-reuse-2026-10
You may use the data and charts on this page. Just credit the source with a link to this page.
Raw data: video-reuse-2026-10.json