TikTok's 'average video playback time' finally surpasses YouTube

by Solen Feyissa

The video sharing app 'TikTok' has been pointed out that 'users spend relatively little time on the app', but new survey results show that 'average video playback time per user' in the United States and the United Kingdom. has surpassed YouTube.

TikTok passes Youtube for average watch time in UK and US

TikTok has rapidly increased the number of users in the last few years, and on August 11, 2021, it was reported that it overtook Facebook, which had been the top for many years, and became the ``most downloaded app in the world''.

Finally TikTok surpasses Facebook to become 'the most downloaded app in the world' - GIGAZINE

According to a new report from app research firm App Annie, TikTok's 'average video playback time per user' has surpassed YouTube in the United States and the United Kingdom.

With an estimated 2 billion monthly users on YouTube and 700 million on TikTok, YouTube has a higher average video watch time across the app. On the other hand, when converted to ``per user'', the average video playback time of TikTok is longer, so Jamie McEwan of marketing company Enders Analysis said, ``The fact that YouTube has a large number of viewers means that light users are It means that it is increasing. It's just that 'everyone online is using it,'' he commented to the BBC. However, McEwan believes that some of the users YouTube is most focused on have exceeded TikTok's engagement .

Until now, TikTok has been pointed out that ``users spend less time on the app'' than other social media such as YouTube and Facebook, so this survey result means a big change for TikTok.

In addition, App Annie has also found out in another survey that 'apps with live streaming features make it easier for creators to spend money.' Apps with live streaming functions such as TikTok and Instagram accounted for more than three-fourths of the total amount spent by creators in the top 25 top apps in the first half of 2021. Based on this, App Annie believes that the live streaming feature will increase app engagement and encourage consumer spending.

However, the 'time spent on the app' in the above survey was investigated only for Android devices, and does not include the data of TikTok's Chinese version 'Douyin'.

As the number of TikTok users increases, the price of the displayed ad space is also rising, and the most valuable ad space is expected to exceed 200 million yen in 2021.

It is expected that more than 200 million yen will be required to use TikTok's popular advertising space | GIGAZINE.BIZ

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