Tik Tok users now spend more time each month watching content than YouTube users, according to to report Published by App Annie, an app analytics company.
In the US, ByteDance surpassed YouTube for the first time in August of last year.
As of June 2021, users watched more than 24 hours of content per month, compared to 22 hours and 40 minutes across Google’s video platform.
The difference is even more pronounced in the UK, where ByteDance outperformed YouTube in May last year.
Users there are now said to watch roughly 26 hours of content per month, compared to less than 16 hours via YouTube.
The figures include viewership on Android phones only. However, it may not be representative of mobile phone users as a whole.
But aside from the caveats, it shows just how high the Chinese platform has been over the course of just a few short years.
It’s also impressive considering the three-minute maximum for most of its videos, compared to the 10-minute format that many YouTubers prefer.
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Tik Tok outperforms YouTube in average watch time
The numbers come despite the Chinese platform facing constant threats for much of 2020 to be banned in the US amid chaotic negotiations (Biden officially rescinded Trump’s executive orders earlier this year).
YouTube is still ahead in terms of overall time spending. This is due to the number of its two billion users, compared to the 700 million users of the Tik Tok platform.
Except for iOS users and users of the app, which has been renamed to Douyin in China. YouTube still ranks number one in terms of spending time on Android phones among social and entertainment apps. As of the first half of this year, TikTok ranks fifth behind the Facebook, WhatsApp and Instagram apps.
YouTube users also spend more money than the Chinese platform across both iOS and Android worldwide. (Excluding Android users in China), according to App Annie data.
App analytics company App Annie believes the Chinese platform has been able to achieve this success due to its short video, original content and live broadcasts. So it’s no surprise that YouTube tried to emulate the Chinese platform’s short video format by launching YouTube Shorts.
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