TikTok Not YouTube Is Being Consumed the Most in US, UK: App Annie

TikTok has overtaken YouTube when it comes to common watch time per person within the US and UK, in response to a report launched by analyst agency App Annie. The short-video app is taken into account to have “upended the streaming and social landscape”. It led the app market worldwide when it comes to downloads within the first half of 2021. The progress comes regardless of the ban of TikTok in India, which was the most important marketplace for the app. YouTube retains its management for general time spent amongst social, communication, picture and video, and leisure apps globally.

The report by App Annie shows that the common watch time per person within the US on TikTok was practically 9 p.c greater than that on YouTube. However, the hole was a lot wider within the UK the place the common time spent per person on TikTok was over 64 p.c greater than on YouTube, the information highlights.

TikTok first surpassed YouTube within the UK again in May 2020 and it has maintained the lead since. In the US, TikTok and YouTube have been swapping the highest spot since August final yr, although the previous began to dominate in April this yr.

TikTok and YouTube common time spent within the US (left) and UK (proper)
Photo Credit: App Annie

It is essential to notice that the common time spent knowledge posted by App Annie is predicated solely on the consumption of Android customers.

App Annie notes that TikTok’s achieve over YouTube “could shake up the rankings in years to come” as individuals are spending extra time on short-video content material.

TikTok additionally continued to steer the worldwide app market on each Android and iOS gadgets on the a part of downloads within the first half of the yr. But on the identical time, YouTube maintained its domination for general time spent on Android gadgets globally. Google’s video platform additionally managed to beat TikTok in shopper spending within the first half of 2021.

App Annie says that YouTube continues to steer within the streaming, social, and picture and video house on account of depth and breadth of engagement. The agency additionally says that livestreaming is without doubt one of the options that’s driving progress in time spent.

In the previous few months, YouTube has tried taking up TikTok with its function referred to as Shorts. The firm had additionally introduced a Shorts Fund worth of $100 million (roughly Rs. 734 crores) in May to “monetise and reward” creators creating short-video content material for its platform.

Alongside TikTok and YouTube, Snapchat is silently rising its presence in abroad markets, with its downloads rising 45 p.c within the final 12 months in comparison with two years prior, in response to App Annie. Downloads for Snapchat in India had been up by 190 p.c year-on-year for the 12 months ending June.

TikTok options MX TakaTak, Instagram, Josh, and Moj had been the highest 4 most downloaded apps within the nation within the first half of 2021. On the opposite hand, YouTube, WhatsApp, Facebook, Instagram, and Truecaller had been the 5 main apps within the Indian when it comes to probably the most time spent by shoppers. It was just like the information for the entire of 2020, although Truecaller overtook MX Player to return within the listing of the top-five apps the place the customers spent most time within the nation.

The report additionally mentions that TikTok, Twitch, and Bigo Live had been among the many high 10 apps by shopper spend worldwide within the first half, because of in-app gifting mechanisms launched by these apps. In India, Disney+ Hotstar continued its domination on the buyer spending entrance, adopted by Chamet, Tango Live, Truecaller, and Zee5.