TikTok’s meteoric rise is unstoppable, it seems. According to the latest app analytics report from App Annie, TikTok’s users now spend more time each month watching content than YouTube users. As of June 2021, TikTok users are watching over 24 hours of content on the app per month in the US, while people are watching 22.7 hours of content on YouTube per month.
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This is on average per user, of course, but the total watch time on YouTube is still immensely more than TikTok’s. Importantly, this report only includes viewership on Android devices. Apparently, it is much more difficult to attain the same information from iOS.
It shows the shift in viewing trends. Back in ‘our’ day, YouTube was the only place to view short clips and started the trend of videos going viral. TikTok has now taken over this trend and is the place to go for short-form content. Its longest allowed content is only three minutes, while the most successful YouTube channels produce content that is at least 10 minutes long.
Seeing that TikTok faced the wrath of the Trump administration in 2020, almost being banned completely, it further highlights the changing trends in viewership (especially in younger viewers).
YouTube has 2 billion active monthly users as of June, with TikTok hitting the 700 million active users milestone at the same time.
