Hammad Khalid
TikTok has reached a massive audience across the globe. The short content video app has just surpassed YouTube in terms of average watch time.
According to data from app tracking firm App Annie, TikTok has a higher average time per user spent on the app, indicating strong levels of engagement.
YouTube has an estimated two billion monthly users, but TikTok’s most recent official data indicated that it had around 700 million subscribers in mid-2020. The app has “upended the streaming and social environment,”
Tiktok reach has gone massive. The platform has reached most rural areas of the world where light internet users are watching and sharing content in this app.
As reported by BBC, data from app monitoring firm App Annie indicates that the average time per user spent on the apps is higher for TikTok, indicating high levels of engagement.
YouTube still leads TikTok in overall time spent, including in the UK,
YouTube’s mass audience means it’s getting more demographics that are comparatively light internet users… it’s just reaching everyone who’s online.
The most invested YouTube users probably “match or surpass” the engagement of TikTokers but none of that’s to say TikTok isn’t a success”
Jamie MacEwan, from Enders Analysis.
The massive surpass in terms of watch time could be the video length that lets users watch multiple videos and then it becomes a loop of multiple content videos that eventually accumulates more and more watch time from users’ end.
The first thing to consider is length. At first, TikTok videos could only be up to 15 seconds long, but the company recently extended the limit to 60 seconds when you string 4 15-second segments together.
The “time spent” metric in its report only accounts for Android phones – but also does not include China, where TikTok – known locally as Douyin – is a major app.
App Annie specializes in the analysis of the apps market,
On YouTube, the content videos you’ll find have no limits. They are supposed to belong to have more ads and more watch time through which YouTubers earn revenue. In this modern world of distraction, sticking to one video is kind of difficult.
Furthermore, TikTok was the most downloaded app in the world in 2020, and it is a close second to YouTube as the most popular consumer spending app. The platform has also announced a $100M fund for YouTube Shorts that becomes a straight competitor for TikTok.
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