For the first time, the YouTube app for Android fell behind TikTok in terms of average watch time, according to a report prepared by consulting firm App Annie. We are talking about the United States and Great Britain. At the same time, YouTube remains the leader in terms of audience volume.
YouTube currently has about 2 billion active monthly users on PC and mobile, while TikTok's audience is a bit more modest in this regard, at 700 million. Of course, if Chinese users were included in these statistics, the result would be different.
In June of this year, TikTok overtook YouTube in the UK in average watch time, and the gap continues to widen. In the US, YouTube was in the lead until April 2021, after which TikTok became the leader.
TikTok is optimized for vertical videos and can be easily swipe-controlled. According to polls, this format is more convenient for users, which affects the viewing time. A new YouTube project called YouTube Shorts was recently launched. The service allows you to watch 60-second videos, is integrated into the main YouTube interface on Android and iOS, and is equipped with tools for recording videos and publishing them using a smartphone.