US and UK 'TikTok Syndrome'... Overtaking YouTube and Eyeing Facebook

Global App Analytics Firm App Annie Announces
YouTube Surpassed in Viewing Time Per User

[Image source=AP Yonhap News]

[Asia Economy Reporter Cha Min-young] According to market analysis, TikTok, a mobile video platform operated by China's ByteDance, has surpassed YouTube in consumer usage time.

On the 6th (local time), the UK’s BBC cited an analysis by global application analytics firm App Annie, reporting that app users in the US and UK spent more time on TikTok than on YouTube in terms of "average watch time per user."

However, in total watch time, YouTube, which has more users than TikTok, still leads. YouTube’s estimated monthly user count reaches 2 billion, while TikTok’s user base was about 1 billion as of mid-last year. In the US, it is estimated that around 100 million people use TikTok.

Originally known for its 15-second short videos, TikTok extended its video length to 60 seconds and, starting from July, further extended it to 3 minutes, which is mainly offered by YouTube. Nick Tran, TikTok’s Global Head of Marketing, said, "TikTok is no longer just a simple video platform but has become the starting point of a new culture," adding, "It will evolve into a comprehensive entertainment platform."

The market response has been enthusiastic. TikTok became the most downloaded app last year, surpassing Facebook, which had held the top spot for two consecutive years since 2018 in the social network, communication, photo, video, and entertainment app categories. Additionally, TikTok has been competing with YouTube for the top spot in consumer spending since last year.

Not to be outdone, YouTube introduced "YouTube Shorts," allowing users to create and upload short 15-second videos similar to TikTok, first launched in India last year. It expanded to 26 countries including the US in March and further to over 100 countries in July.

Meanwhile, TikTok attempted to sell its US operations following a ban order issued during President Donald Trump’s administration, but the deal was not finalized due to the Chinese government’s refusal. The administrative order against TikTok and others by former President Trump was repealed by President Joe Biden in June.

This content was produced with the assistance of AI translation services.