Malta's video engagement rate of 12.5% in 2026 reflects a growing digital maturity, with most users preferring short-form and interactive content. The increase in monthly video consumption to 7.8 hours indicates a shift towards online entertainment and digital marketing channels, emphasizing the importance of video in Malta's advertising landscape.
Mobile devices dominate video viewership, accounting for 78%, which underscores the need for mobile-optimized content. The €25 million spent on video advertising demonstrates strong investment by brands aiming to connect with Malta's digitally active population, leveraging social media platforms to maximize reach and engagement.