In the UK, users watch TikTok content for almost 26 hours every month, compared to less than 16 hours devoted to YouTube.
According to a report from app analytics firm App Annie, TikTok users spend more time watching content every month than YouTube users. As of June 2021, users in the US watched over 24 hours of TikTok content per month. On the other hand, YouTube users spent 22 hours and 40 minutes.
Although these statistics correspond only to Android users, TikTok’s rising popularity is impressive given that it follows continued threats of a US-wide ban earlier in 2020. Users have taken to the app’s offering of short, authentic content coupled with live streaming capabilities. This is perhaps the reason why YouTube is not experimenting with the short-video format with its homegrown YouTube Shorts.
When it comes to time spent overall, though, Google’s YouTube still takes the lead with its two billion users. TikTok came in fifth behind Facebook, WhatsApp and Instagram. Similarly, in terms of time spent on android phones, YouTube ranked first among other entertainment apps.
[2 minute read]