In 2026, Azerbaijan's digital landscape continues to thrive with nearly 78% of the population engaging with short-form videos daily. Average consumption has increased to 45 minutes per person, reflecting the growing popularity of platforms like TikTok and Instagram Reels. This shift is driven by increased smartphone penetration and improved mobile internet infrastructure, making short videos an essential part of digital marketing strategies in the country.
The advertising investment in short-form videos has reached approximately AZN 35 million (USD 20.6 million), indicating a strong commitment by local brands to leverage this format for audience engagement. Content creators have surged to over 1.2 million, fueling a vibrant ecosystem of influencer marketing. Brands that adopt short-video campaigns are seeing engagement rates around 12.5%, demonstrating their effectiveness in Azerbaijan’s digital marketing space.