In the US, TikTok users now spend more time viewing content each month than their YouTube counterparts. This is what emerged from the latest App Annie report, which confirms the rise of the app in China.
Short video platforms are on the rise, to the point of unsettling the YouTube giant. Recent efforts by Instagram or Google with YouTube shorts confirm this trend, but it is TikTok that sets the pace. The Chinese app ByteDance crushes everything in its path and recently presented the title of the most downloaded application in the world, once again surpassing the American giants Facebook and Snapchat. according to Annie’s latest reportTikTok, which specializes in app analytics, now tops YouTube in average monthly time per user in the US and UK.
Across the Atlantic, ByteDance has dethroned YouTube in terms of brain time, averaging more than 24 hours per month on the platform, compared to 22 hours and 40 minutes on Google’s video platform. The trend is more pronounced in the UK, where TikTok outperformed its rival in May 2020, with an average watch time of nearly 26 hours per month, compared to less than 16 hours on YouTube. We can also see a lot of progress in South Korea, although YouTube is ahead in this country (39 hours vs. just over 15 hours).
This data is interesting, but it should be noted that it is only for Android users, remember the edge. In fact, the iOS ecosystem does not count and the numbers do not take into account Douyin, the Chinese version of TikTok. However, it confirms the meteoric rise of TikTok in recent months, which has not been subject to threats from the United States and controversies in this regard. However, YouTube still leads the world, ranking first in terms of time spent on “entertainment and social apps” on Android. The platform is supported by 2 billion monthly users and is at the forefront of the Facebook empire made up of Facebook, WhatsApp and Instagram apps. With 700 million monthly users worldwide, TikTok ranked fifth in the first half of 2021 and ahead of Facebook Messenger.
Once again, the Chinese app is rapidly advancing, having not been included in this ranking in 2018 and was placed in ninth place in 2019. The health crisis may have encouraged the advancement of this service, with an emphasis on (ultra) short videos. However, over the summer, TikTok changed its strategy by hosting videos of up to three minutes in length. It should be noted that the platform has been shaped by the same players since 2013 with WhatsApp (No. 1 in 2013 and 2014), Facebook (No. 1 from 2015 to 2017) and YouTube that have dominated this ranking since 2018.
Snapchat is in good shape too
In France, TikTok is at the bottom of the platform and ahead of Instagram and Snapchat. In addition to the success of the Chinese platform, the report is also back in the form of Snapchat. Little Ghost, which doubled its sales in the second quarter of 2021 and inspired TikTok, continues to grow internationally. Outside the US, Snapchat downloads have increased by 45% in the past 12 months. The app has grown in Asia, Latin America and the Middle East in particular, with a 190% increase in downloads in India. The service has also grown in Pakistan, Brazil and Mexico.
A return to the Snap group that has struggled and faced many competitors in recent years. They did not hesitate to take over the core functions of Snapchat, but they did not hesitate to stop the company’s sham ambitions.