TikTok is giving other social Media giants ‘headache’, overtakes YouTube for average watch time in the US and UK
According to App Annie’s app analytics study, a comprehensive report seen by NCMP, TikTok users now spend more time viewing content than YouTube users.
With almost 24 hours of content each month, ByteDance’s app surpassed YouTube in the US in August last year, compared to 22 hours and 40 minutes on Google’s video platform.
With almost 26 hours of material watched each month, TikTok has surpassed YouTube in the UK.
The statistics only include Android users, thus they may not be typical of all mobile users.
These figures are remarkable considering TikTok’s rapid growth in only a few short years, and the fact that most of its videos are just three minutes long, compared to many YouTubers’ favored ten-minute format.
Not to mention the possibility of a US ban on TikTok throughout 2020 (Biden officially rescinded Trump’s unilateral directives earlier this year).
TikTok initially surpassed YouTube in the US in August.
TikTok has a bigger advantage in the UK.
YouTube still dominates time spent, owing to its two billion subscribers against TikTok’s 700 million, BBC News reports.
In the first half of the year, TikTok ranked fifth among “Social and Entertainment Apps” on Android, after Facebook, WhatsApp, and Instagram, omitting iOS users and users of the app renamed Douyin in China.
According to App Annie, consumers spend more money on YouTube than TikTok on both iOS and Android (excluding Chinese users).
App Annie believes TikTok’s popularity is due to “short-video, genuine content, and live streaming.”
So it’s no surprise that YouTube has launched its own version of TikTok’s short-form video format, YouTube Shorts.