TikTok users in the United States will spend more time with the social media platform this year than YouTube users will spend on the video platform. This difference will be just about a fraction of a minute but will expand in years to come, eMarketer forecasted in its latest report.
Time spent in TikTok has been growing fast, and the app is notorious for pulling users in. In 2020, the platform shot past Facebook and Instagram, with users spending 38.6 minutes on TikTok, 4 minutes more than Facebook's 34.6 minutes, despite the social network seeing peek use.
On the other hand, time spent with Facebook is now decreasing, and TikTok is targeting YouTube. The ByteDance-owned app rolled out three-minute videos last year, then five-minute videos a few months later. In February, the app took a clear step toward long-form content with the introduction of 10-minute videos.
Over 40% of Gen Z spends more than 3 hours a day on TikTok, per Joy Ventures and getWizer. Around the same proportion of Gen Z spends more than 3 hours with YouTube. That is why, according to eMarketer, platforms are now copying TikTok. In fact, Instagram and YouTube are trying to take on TikTok's short-form dominance with Reels and Shorts, respectively.
Looking ahead, while TikTok's time spent will be tip top this year, the app's US ad revenues will not surpass YouTube's just yet. “Per our forecasts, that'll happen in 2024, when TikTok nets $11.01 billion in US ad revenues, topping YouTube's $10.71 billion,” eMarketer concluded.