TikTok Overtakes YouTube for Average Watch Time in US and UK

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Short video-making app TikTok’s users spend much more time watching content than YouTube users, according to the latest reports. People in the UK and US are using TikTok more than YouTube. A survey was done by an app monitoring firm App Annie indicates that the average time per user spent on the apps is higher in comparison to TikTok, which shows a higher level of engagement. TikTok overtook YouTube in August 2020 and till now the users have watched over 24 hours of content per month, in comparison to YouTube that is 22 hours and 40 minutes. 

According to The Verge reports in the UK, the difference is starker as TikTok overtook in May 2020 and the users watch almost 26 hours of content in a month, in comparison to YouTube which is 16 hours of content a month.  

The Figures derived are only including the viewership on Android phones, which is not the representation of all the mobile users, according to the reports. 

The Google-owned video giant has estimated overall 2 billion monthly users, while the most recent public figures suggested it had about 700 million in mid-2020. 


Credit- BNC News

Mass Audience 

According to an explanation by Jamie MacEwan, from Enders Analysis,

“YouTube still leads TikTok in overall time spent, including in the UK”.

The YouTube’s mass audience means it is getting more demographics that are comparatively light internet users, it is just reaching everyone online”. 

He even added that the most invested YouTube users probably match or surpass the engagement of TikTokers. But none of that’s to say TikTok isn’t a success. 

TikTok was even spending big money in order to attract customers, but they were not even hanging for long in comparison to other social media. when we talk about the US or UK, Tik Tok has overvalued YouTube and is reeling in Facebook, that is a great way of approval. 

However the time spent metric is only accountable in App Annie’s reports that only account for Android Phones and doesn’t include China, where TikTok is known locally as Douyin-that is a major app. 

TikTok had surpassed YouTube back in June 2020 and has maintained its lead ever since in the UK. However, in the US TikTok and YouTube traded places various times late last year before TikTok had taken the topmost position in April 2021. Many other metrics confirmed the increasing importance of TikTok. 

There are many social, communication, photo, video, and entertainment apps, however, TikTok is ranked as the most downloaded app in the world since 2020. It is also in competition with YouTube since last year. 

Spendy Streaming 

App Annie’s reports further suggest that the apps with live-streaming features including TikTok are ready to fuel a surge in money spent on the creators. 

The apps that have the feature of “Live Streaming” for three-quarters of the money spent in the top 25 social apps in the early half of 2021. 

Even on certain gaming websites like Twitch, viewers can even purchase “Bits”, a virtual currency and it can be spent to cheer the streamers during a live stream. They can even set up a recurring subscription to the creator’s channel, that is in exchange for the subscriber-only benefits. 

TikTok has another way to tip the creators with “coins”- its own version of “bits”, whereas YouTube runs similar programs for its live streams. 

App Annie says, “ Live Streaming is driving growth in engagement for social apps, which sets them up for the consumer spend”.

According to the reports, Snapchat was also on the winner list last year. Users also spend a lot of money on YouTube than TikTok across both platforms iOS and Android worldwide.  

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Vishakha Puniyani
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