TikTok customers are formally gobbling up extra content material than their counterparts on YouTube, with the ByteDance-owned quick video platform formally outpacing the streaming large when it comes to content material watched every month for the second yr in a row.

A latest report from the app analytics agency App Annie discovered that as of June 2021, TikTok customers have been watching greater than 24 hours of content material per thirty days, in contrast with 22 hours and 40 minutes watched on Google-owned YouTube. The new knowledge solidifies a development that first emerged in August of 2020, when TikTok overtook YouTube within the U.S. for the primary time. In different elements of the world, the gulf between the 2 streaming platforms has grown even wider: According to the identical report, TikTok formally overtook YouTube within the U.Okay. in May of final yr, with customers there now reportedly taking in almost 26 hours of content material a month, as in comparison with lower than 16 on YouTube in the identical timeframe.

While the information is unique to viewership on Android telephones—which means that iOS customers would possibly skew the numbers in a distinct route—the report’s conclusion does appear to reliably mirror that proven fact that cell customers are more and more inclined to kill time by flipping by way of an limitless provide of bite-sized movies (TikToks are at the moment restricted to a few minutes in size, though that would possibly quickly change) than they’re to hunker down for a longer-format video on YouTube.

The conclusions reached within the report are precisely why almost each main platform is at the moment attempting to duplicate the success TikTok has seen with short-form video. After Instagram debuted Reels—its TikTok-like short-form infinite scroll characteristic—and Twitter canned its short-lived story characteristic, Fleets, Reddit introduced in August that it additionally had a brand new short-form video feed within the works. That video participant, which has an interface that’s almost equivalent to TikTok’s in each kind and performance, provides customers the flexibility to swipe, share and touch upon movies, along with having the ability to upvote or downvote them.