According to a new study, app users in the United Kingdom and the United States spend more time on TikTok than on YouTube. According to data from app tracking firm App Annie, TikTok has a greater average time per user spent on the app, indicating strong levels of engagement.
TikTok has “upended the streaming and social environment,” according to App Annie. YouTube, on the other hand, holds the top place in terms of total time spent – not per user – due to its large user base.
The Google-owned video behemoth has an estimated two billion monthly users, while TikTok’s most recent official estimates put its user base at about 700 million by mid-2020. App Annie is a company that focuses on market research for mobile apps.
The report’s “time spent” statistic only considers Android phones, and it excludes China, where TikTok, also known as Douyin, is a popular app.
Jamie MacEwan, from Enders Analysis, explained, “YouTube still leads TikTok in overall time spent, including in the UK.”
“YouTube’s mass audience means it’s getting more demographics that are comparatively light internet users… it’s just reaching everyone who’s online.”
According to him, the most involved YouTube viewers “match or surpass” the engagement of TikTokers.
But, he continued, “none of these is to suggest TikTok isn’t a success.”
“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.”
App Annie’s “time spent” statistic only considers Android phones, and it excludes China, where TikTok, also known as Douyin, is a popular app.
It indicates that TikTok overtook YouTube in the United Kingdom in June 2020 and has held its position since then. TikTok and YouTube exchanged spots many times in the United States late last year before TikTok took the lead in April 2021.
TikTok’s growing prominence is reflected in the firm’s other KPIs.
TikTok has been the most downloaded social, communication, picture, video, and entertainment app in the world since 2020. Since last year, it has been competing with YouTube for the top place in consumer expenditure.
According to App Annie’s findings, live-streaming applications, such as TikTok, are fueling an increase in money spent on artists.
According to the research, live-streaming apps accounted for three-quarters of all money spent in the top 25 social apps in the first half of 2021.
Viewers may buy “Bits” – virtual money – and use them to “cheer” streamers during a live stream on the gaming website Twitch, for example. In return for subscriber-only advantages, customers may also set up a recurring subscription to a creator’s channel. Tiktok allows users to pay producers with “coins,” which are Tiktok’s version of “bits,” and YouTube has a similar scheme for live streaming.
App Annie says, “Live-streaming is driving growth in engagement for social apps, which sets them up for consumer spend.”
Another winner from the previous year is Snapchat, according to the study.
According to App Annie’s data, the augmented-reality messaging app’s downloads increased by over 30% year over year, and by 45 percent when compared to two years ago.