Meghan Bobrowsky / Wall Street Journal:How Meta's Reels became a hit, with a $50B+ annual run rate; Sensor Tower: users spend 27 minutes/day on Instagram Reels, 21 on YouTube Shorts, and 44 on TikTok — Once a TikTok wannabe, Instagram's video feature is now a hit with users and advertisers. Can it make the leap to television?