According to the latest reports, app users in the UK and the US spend more time on TikTok than on YouTube. Data from app monitoring company App Annie shows that each user of TikTok spends more time on the app on average, indicating a high level of engagement. App Annie described TikTok as subverting the streaming and social fields.
However, YouTube continues to occupy the top position of the overall time spent (rather than per user) because it has more users. Google’s video giant is estimated to have 2 billion monthly users, and TikTok’s recent public data shows that it has approximately 700 million users in mid-2020. App Annie specializes in the analysis of the app market. The time spent indicator in its report only includes Android phones -but it doesn’t include the Chinese market.
Mass Audience
Enders Analysis’s Jamie MacEwan explained: In terms of overall time spent, YouTube is still ahead of TikTok, including in the UK. YouTube’s mass audience means that it has gained more people who are relatively light Internet users….It just reached all the people online.
He said that the YouTube users with the most investment may match or exceed TikTok user engagement. But he added, This is not to say that TikTok was unsuccessful. MacEwan said: TikTok spends a lot of money to attract users, but compared with other social media, they may not stay there for long.
The report shows that in the UK, TikTok surpassed YouTube as early as June 2020 and has maintained its lead ever since. In the United States, TikTok and YouTube exchanged positions several times at the end of last year, and then TikTok appeared first in April 2021.
The other indicators tracked by the company reflect the increasing importance of TikTok. Among social, communication, photo, video and entertainment applications, TikTok has been listed as the world’s most downloaded application since 2020. Since last year, it has also competed with YouTube for the top spot in consumer spending.
Expensive Streaming
App Annie’s report also shows that apps with live streaming capabilities, including TikTok, are driving a surge in the funds spent by creators. According to the report, in the first half of 2021, applications with live broadcast as a prominent feature accounted for three-quarters of the spending on the top 25 social applications.
For example, on the gaming website Twitch, viewers can purchase virtual currency Bits and spend money to cheer the creators who conduct the live broadcast during the live broadcast. Or, they can subscribe regularly to the creator’s channel in exchange for exclusive benefits for the subscribers. Tiktok lets users use “coins” to tip creators, while YouTube runs a similar program for its live streaming.
App Annie pointed out: Live streaming is driving the growth of engagement in social applications, which prepares them for consumer consumption. The report also highlighted another winner of the past year-Snapchat. According to App Annie’s data, the number of downloads of this information application focused on augmented reality outside the United States has increased by nearly 30% YOY, and has increased by 45% over two years ago.
