TikTok Overtakes YouTube In Terms Of Average Watch Time

App analytics firm, App Annie, reports that Android users now spend more time watching videos on TikTok than on YouTube.

According to a study published by app analytics firm, App Annie, Android users now spend more time on TikTok than YouTube. By June this year, users consumed 24 hours of TikTok content per month, compared with 22 hours and 40 minutes on YouTube.

Related | 4 Best Practices To Increase TikTok Video Ad Impressions

TikTok actually overtook YouTube in terms of average watch time over a year ago. In the UK, however, it did so nearly one-and-a-half years ago, and UK users now reportedly watch almost 26 hours of content per month – 10 more hours than YouTube’s 16 hours or less.

These numbers are astonishing, even after taking into account TikTok’s meteoric rise, as they refer to a platform that is not only fairly new, but also filled with video content that is shorter than 3 minutes (and even less than this in the past). Let’s not forget, TikTok is also a platform that received threats of being banned in the US, throughout 2020.

Of course, as BBC News also points out, YouTube is still the top video sharing platform when it comes to overall time spent on Android phones.

And when considering the “Social Entertainment Apps” category, TikTok takes the 5th spot as of the first half of this year, behind Facebook, WhatsApp, and Instagram.

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