The short video format is a hit for TikTok , which can compete with even longer YouTube videos .
A new study shows that users spend more time watching TikTok videos than YouTube videos per day.
According to eMarketer , American adults spend an average of 45.8 minutes on TikTok per day, thus surpassing the average of 45.6 minutes on YouTube.
This is the first time in history that TikTok has beaten YouTube in this metric. The ByteDance-owned platform surpassed Instagram in 2019 and Facebook a year later, and the time users spend hasn’t slowed as pandemic trends level off.
The sweeping advance of TikTok
TikTok is being a global phenomenon, closing 2021 as the most downloaded app in the world, above the traditional Facebook and Google apps.
However, one of his main duels is YouTube, thus assimilating measures to counteract his progress.
In February, TikTok extended the video length limit from 3 minutes to 10 minutes. The platform also announced a new revenue sharing program that is very similar to YouTube’s.
And YouTube is not far behind
YouTube has taken notice of TikTok ‘s success and is looking to halt its advance: Earlier this year, YouTube Chief Product Officer Neal Mohan announced a series of product announcements coming to the platform, focused on response from YouTube to TikTok, Shorts .
However, it is worth noting that TikTok has a smaller number of users, one billion monthly active users, while YouTube is believed to have more than 2.6 billion.