TikTok Overtakes YouTube in the Content Wars

Sep 24, 2021 | Digital Marketing, Omnichannel Marketing

The meteoric rise of the Chinese owned social media platform continues to soar, with giant YouTube the latest to fall behind in the race for views

Headshot of Perry, Creative Director at Ten Four
Written by Jamie
Our Chief Digital Strategist
2 Mins Read

In what’s sure to be a sign of the times, TikTok has officially overtaken video giant YouTube in average watch time each month. This new data comes from a recent report conducted by app analytics firm App Annie. While the report only shows viewership data of Android phones, there’s no denying that this is a massive shift in the world of content marketing. 

These figures reflect the fact that mobile users are now increasingly more likely to pass the time by scrolling through a never-ending supply of bite-sized videos, rather than opting for the traditional longer format videos that built YouTube.  

However, the Google-owned media giant still reigns supreme when it comes to the overall time spent within the platform. This no doubt comes down to its two billion monthly users, compared to TikTok’s 700 million. 

What this means for brands and content marketers alike is that short videos, less polished and more authentic content, and live streaming are now all key players in the race for increasing engagement and ultimately driving up consumer spend. 

This recent success in bite-sized content is also why nearly every major social media platform is currently trying to roll out its own short video feature, such as Instagram’s TikTok-like infinite scroll video feature, Reels.

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