Recent data from app monitoring firm App Annie indicates that the average time per user on the TikTok app is much higher, which indicates a lot of engagement.
TikTok, according to App Annie, has “upended the streaming and social landscape” in the digital age.
Because of the sheer number of users, YouTube retains the top spot in terms of total time spent, not per user.
The video giant, owned by Google, has an estimated two billion monthly users. While the latest public figures from Tiktok suggest that it was around 600 million by mid-2020.
This metric only includes Android phones, and it excludes China, where the app known as Douyin – is a popular app.
According to Enders Analysis’ Jamie MacEwan, “YouTube still leads TikTok in terms of overall time spent, including in the United Kingdom.”
Because YouTube has such a large audience, it reaches people who aren’t as familiar with the Internet. It’s like reaching everyone online.”
Most YouTube users “match or surpass” TikTokers’ engagement, he said. But “that doesn’t mean TikTok isn’t successful,” he added.
If you look at other social media sites, users don’t stick around for as long as they do on TikTok.
“Now that we know that in the United States and the United Kingdom, TikTok has overtaken YouTube. Facebook started reeling following Tiktok’s footsteps. That’s how successful TikTok is.”
According to App Annie’s report, “time spent” only includes Android phones, but does not include TikTok in China. In China, TikTok is known as Douyin.
It shows that TikTok surpassed YouTube in the UK in June 2020 and has maintained its lead ever since. There were several times late last year when it looked like YouTube would take the lead. But it turned out that it was TikTok that took the lead in April 2021.
TikTok has been the most downloaded app among social, communication, photo, video, and entertainment app in the world. Since last year, it has been in direct competition with YouTube for the top spot in terms of consumer spending.
It’s also been suggested in App Annie’s report that apps that allow live streaming, such as TikTok, are fueling an increase in money spent on creators.
In the first half of 2021, three-quarters of the money spent on the top 25 social apps was on apps with live-streaming as “a prominent feature,” according to the report.
On the gaming site Twitch, for example, viewers can buy a virtual currency – “bits” – and spend it to “cheer” streamers during a live stream. Or they may simply set up a recurring subscription to a manufacturer’s channel in exchange for customer convenience.
“Coins” – Tiktok’s version of “bits” – are used to tip creators on their platform, while YouTube has similar programs for its live streams.
Social apps’ engagement is increasing as a result of live-streaming, according to App Annie.
Snapchat is also mentioned in the report as one of the winners of the past year.
According to App Annie’s data, the augmented reality messaging app’s downloads outside the United States grew by nearly 30 percent year-over-year, and by 45 percent compared to two years ago.