TikTok Encroaches on YouTube’s Viewership Dominance

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A recent report from an app analytics firm concluded that TikTok has now surpassed YouTube in certain portions of viewership among users in the United States. 

The report indicated as of June, 2021, viewers watched over 24 hours of TikTok content per month, compared to 22 hours and 40 minutes of YouTube content monthly, across the US. 

It should be noted the study only encompassed figures derived from Android phones, which may not necessarily reflect overall mobile phone habits. However, it serves to illustrate the significant scope of reach the platform has achieved in making inroads into social media and cultural practices in the United States.

As attention spans grow shorter and demand for succinct sound bites increases, the astronomical rise of TikTok is attributed to its appeal stemming from shorter video content – a maximum of three minutes, compared to the typical 10 minute format used by the majority of YouTubers. 

YouTube still dominates the market in overall time spent on viewership, particularly owing to its two billion viewers, as opposed to TikTok’s approximate 700 million. Nevertheless, the video giant has taken recent steps to launch and promote condensed content known as “YouTube Shorts,” snack-sized entertainment videos packaged in concise 60-second formats, in order to stay on top of trends in the industry. (See Ads101 March article, “Top Ten YouTube Trends of 2021: http://ads101.com/2021/03/29/top-ten-youtube-trends-of-2021/).

YouTube also remains at the head of the pack in time spent on social media and entertainment apps through the first half of this year, with TikTok weighing in at number five on the heels of Facebook, WhatsApp, and Instagram. YouTube further continues to dominate earnings over TikTok from both Android and iPhone users worldwide (excluding China).

Will YouTube be able to maintain its reign as king of the online video channels, or will TikTok continue to erode YouTube’s lead? Read the full story here: https://www.theverge.com/2021/9/7/22660516/tiktok-average-watch-time-youtube-us-android-app-annie.

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