TikTok is now watched on average longer than YouTube by users in both the UK and US, according to a new report.
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According to app monitoring firm App Annie, the average time per user spent on the apps is higher for TikTok, indicating high levels of engagement.
YouTube retains the top spot for overall time spent on apps – not per user – as it has more users overall than TikTok, with an estimated two billion monthly users – TikTok has somewhere around 700 million.
“YouTube still leads TikTok in overall time spent, including in the UK,” Jamie MacEwan, from Enders Analysis, explained to the BBC. “YouTube’s mass audience means it’s getting more demographics that are comparatively light internet users… it’s just reaching everyone who’s online.”
He added that the most-invested YouTube users probably “match or surpass” the engagement of TikTok users. “TikTok was spending big to attract users, but they were not necessarily hanging around for long compared to other social media,” he said. “Now we know that in the US and UK, TikTok has overhauled YouTube, and is reeling in Facebook… that’s a huge seal of approval.”
