TikTok surpasses YouTube in average US watch time UK

YouTube and TikTok logos on a smartphone screen

Reuters

App users in the UK and US are spending more time on TikTok than on YouTube, a new report suggests.

App Annie data shows that TikTok users spend more time on apps than the average user, which indicates high engagement.

App Annie described TikTok’s “upend” of the social and streaming landscapes.

YouTube, however, retains the number one spot in terms of overall time spent (not per user) because it has more users.

Google’s video company has two billion users per month, and TikTok’s latest public figures suggest that it may have 700 million by mid 2020.

App Annie specializes in the analysis and monitoring of apps markets.

Its report does not account for Android smartphones. However, it only includes China where TikTok (also known as Douyin) is an important app.

‘Mass audience’

Jamie MacEwan from Enders Analysis stated that “YouTube continues to lead TikTok overall in time spent including in the UK.”

“YouTube has a large audience, which means that it is reaching more people who are not internet users. It’s simply reaching all those online who have an Internet connection.”

He said that the most invested YouTube users likely “match or exceed” TikTokers’ engagement.

He said that TikTok was a great success, but that is not to say it’s impossible.

He said that while TikTok spent a lot to get users, they weren’t necessarily staying around as long as other social media.

We now know that TikTok in the US has overhauled YouTube and is reeling on Facebook… That’s an enormous seal of approval.”

App Annie’s “time spent” report does not account for Android smartphones. It also doesn’t include China where TikTok, locally known as Douyin, is a significant app.

This shows that TikTok in the UK has been leading YouTube since June 2020. TikTok was able to trade places with YouTube several times last year, before TikTok came out on top in April 2021.

The firm also tracks other metrics that reflect TikTok’s growing importance.

Among social, communication, photo, video and entertainment apps, TikTok is ranked as the most-downloaded worldwide since 2020. It also competes with YouTube for the top spot in consumer spending since last year.

Spend money streaming

App Annie also found that live streaming apps, such as TikTok, are driving a rise in creator spending.

According to the report, live streaming apps accounted for 37% of the money spent on top social media apps during the first half 2021.

Twitch is a gaming website where viewers can buy “Bits”, a virtual currency, and use them to cheer streamers on live streams. They can also set up a subscription for a channel creator to receive subscriber-only advantages.

Tiktok allows users to tip creators using “coins”, its version of “bits”, and YouTube has similar programs for live streaming.

App Annie states that live-streaming drives growth in social app engagement, which opens them up to consumer spending.

Snapchat is also highlighted in this report.

App Annie data shows that the augmented reality messaging app had nearly 30 percent growth in downloads worldwide, and a 45% increase over two years ago.

Publiated Mon, 6 Sep 2021 at 13:39.40 +0000

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