TikTok overtakes YouTube for average watch time

TikTok overtakes YouTube for average watch time

23 September 2021 |

Display, Video, Audio

Users in the UK and US now spend more time on TikTok than YouTube, according to a new report published by app monitoring firm App Annie earlier this month. These findings reflect trends in the Australian market, with data published in July of this year showing that Aussies spent more time on TikTok than on YouTube in 2020


This global uptake is a staggering achievement for the Chinese-owned social media app, which was founded in 2016. Since its inception, TikTok has amassed an immense global user base of over one billion people. Its success has been a disruptive force in the worlds of social media and marketing, and with over 850 million app downloads last year alone, it’s clear TikTok is here to stay. 


While YouTube continues to dominate globally in terms of overall watch time, this new data confirms that TikTok has a unique ability to capture its users attention. And with the rate of engagement for advertising on the platform dwarfing that of Instagram and YouTube, TikTok has cemented itself as a powerhouse in the world of social media marketing. 


But what is it about TikTok that makes it so engaging? According to the September report, the app’s success lies in its emphasis on short-form, authentic content and live streams. This is bolstered by an algorithm that takes user interactions, video information, account settings, and declared interests into consideration to serve content that is hyper relevant to users’ interests


TikTok advertising currently has an upper hand on other social platforms, taking advantage of the elevated attentiveness and engagement of the average TikTok user. Ads are seamlessly woven into the user’s feed, appearing alongside and often being indistinguishable from organic content. TikTok also recently released their new ‘Spark Ads’ feature, which allows existing organic content to morph into a sponsored post. TikTok allows brands to communicate their message to potential customers in an environment where they are receptive to new information in a way that doesn’t disrupt their overall viewing experience. As such, advertising on TikTok is a must for any business wanting to forge genuine connections with their customers, particularly when the target audience is digital natives. 


Reach out to ADMATIC today and see how you can leverage the power of TikTok to connect with your customers.