The application of short viral videos has just overtaken its great rival. US and UK users now spend more time there than on YouTube.
It was only a matter of time. After being offered the title of the most downloaded application in the world, ahead of the Facebook juggernaut, TikTok continues to panic counters. According to a new report from App Annie commissioned by the BBC, English and American users now spend more time on TikTok than on… YouTube.
If we see the hellish progress of TikTok in our regions and around the world, YouTube could soon be in danger. The Chinese giant has already started to extend the maximum duration of its videos, from 1 to 3 minutes, and could even lengthen its format up to 5 minutes in the future. On the YouTube side, we are instead trying to copy what made TikTok so successful with short vertical videos, the Shorts.
In the UK, TikTok managed to overtake YouTube last year, in June 2020, before soaring in terms of time spent by its users vis-à-vis its California rival. Across the Atlantic, the two video platforms competed for first place before TikTok definitely took the ascendancy in April 2021.