According to an article disclosed by the analytics organization App Annie, TikTok has exceeded YouTube in terms of average viewing time per user in the United States and the United Kingdom. Short video applications are deemed “subverting the streaming media and social landscape.”
In terms of downloads in the first half of 2021, it has a leading stance in the international application market. Although TikTok is prohibited in India, which is the biggest market for the application, it has attained growth.
YouTube maintains a leading position in overall usage time of global social, communications, photos and videos, and entertainment applications.
App Annie’s statement reveals that the average viewing time of American users on TikTok is almost 9% higher than that on YouTube. Nonetheless, the data reveals that the gap in the UK is much larger, with each user spending an average of 64% more time on TikTok than on YouTube.
TikTok overtook YouTube for the first time in the UK in May 2020 and has retained its leading position ever since. In the United States, TikTok and YouTube have been exchanging top positions since August last year, although the former began to dominate in April this year.
It should be noted that the average duration data released by App Annie is only established on the consumption of Android users.
App Annie pointed out that as people spend additional time on short video content, TikTok’s progress over YouTube “may change rankings in the next few years.”
TikTok also continued to lead the global application market on Android and iOS devices in terms of downloads in the first half of the year. But at the same time, YouTube maintains its dominant position in the total time spent on Android devices worldwide.
In the first half of 2021, Google’s video platform also successfully defeated TikTok in terms of consumer spending.
App Annie said that due to the depth and breadth of participation, YouTube continues to lead in the fields of streaming media, social media, photos, and videos. The company also said that live broadcast is one of the features that promote the growth of time spent.
In the past few months, YouTube has tried to challenge TikTok with its feature called Shorts. The company also announced in May that it would establish a Shorts Fund worth 100 million U.S. dollars (about Rs 7.34 billion) to “monetize and reward” creators who develop short video content for its platform.
App Annie’s data shows that, along with TikTok and YouTube, Snapchat is quietly expanding its influence in overseas markets. The number of downloads in the past 12 months has increased by 45% compared to two years ago. In the 12 months ending in June, Snapchat downloads in India increased by 190% year on year.
TikTok alternatives MX TakaTak, Instagram, Josh, and Moj are the top four most downloaded apps in the country in the first half of 2021. On the other hand, YouTube, WhatsApp, Facebook, Instagram, and Truecaller are the top five apps in this app.
Indian consumers spend the most time. This is similar to the data for the entire 2020, although Truecaller surpassed MX Player and entered the list of the top five applications with the most time spent in the country.
The report also mentioned that TikTok, Twitch, and Bigo Live were the top 10 apps in global consumer spending in the first half of the year, thanks to the in-app gifting mechanism introduced by these apps.
In India, Disney Hotstar continues to dominate consumer spending, followed by Chaumet, Tango Live, Truecaller, and Zee5.