In the US, TikTok users now spend more time viewing content each month than their YouTube counterparts. That’s what App Annie’s latest report comes out with, confirming the app’s rise from China.
Short video platforms are on the rise, to the point of unsettling the YouTube giant. Instagram or Google’s recent efforts with YouTube are confirming the trend shorts, but it’s TikTok that sets the pace. The Chinese app ByteDance crushes everything in its path and recently presented itself with the title of the most downloaded application in the world, once again surpassing the American giants Facebook and Snapchat. according to App Annie’s latest reportTikTok, which specializes in app analytics, now leads YouTube in the average time each user spends per month in the US and UK.
Across the Atlantic, ByteDance has dethroned YouTube in terms of brain time and its users have spent an average of more than 24 hours per month on the platform, versus 22 hours and 40 minutes on Google’s video platform. The trend is more pronounced in the UK where TikTok outperformed its rival in May 2020, with an average watch time of nearly 26 hours per month, compared to less than 16 hours on YouTube. We can also see great progress in South Korea, even if YouTube maintains significant progress in this country (39 hours versus just over 15 hours).
This data is interesting, but it should be noted that it concerns only Android users, as he recalls the edge. In fact, the iOS ecosystem does not count and the numbers do not take into account Douyin, the Chinese version of TikTok. However, it confirms the meteoric rise of TikTok in recent months, which has not been subject to threats from the United States and controversies related to it. However, the global YouTube site remains one step ahead and maintains the first place in the ranking of time spent on “Social and Entertainment Apps” on Android. The platform is supported by 2 billion monthly users and is ahead of the Facebook empire made up of Facebook, WhatsApp and Instagram apps. With 700 million monthly users worldwide, TikTok took fifth place in the first half of 2021 and ahead of Facebook Messenger.
Here again, the Chinese app is fast advancing, having not featured in this ranking in 2018 and was in ninth place in 2019. The health crisis may have encouraged the introduction of this service highlighting (ultra) short videos. But over the summer, TikTok changed its strategy by hosting videos up to three minutes long. It should be noted that the podium consists of the same players since 2013 with WhatsApp (No. 1 in 2013 and 2014), Facebook (No. 1 from 2015 to 2017) and YouTube that have dominated this ranking since 2018.
Snapchat is also in good shape
In France, TikTok is on top of the podium and is ahead of Instagram and Snapchat. In addition to the success of the Chinese platform, the report also goes back to the form of Snapchat. Little Ghost, which doubled its sales in the second quarter of 2021 and inspires TikTok, continues to grow internationally. Outside the US, Snapchat downloads have increased by 45% in the past 12 months. The app has grown in Asia, Latin America and the Middle East in particular, with a 190% increase in downloads in India. The service has also grown in Pakistan, Brazil and Mexico.
Back to the fore for Snap Group, which has gone through difficulties and faced many competitors in recent years. They did not hesitate to take over the main features of Snapchat, without quelling the company’s delusional ambitions.
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