• March 31, 2023

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Short videos can lead to big outcomes, just ask TikTok.

When eMarketer compared average time spent on the top social platforms by U.S. adults, TikTok surpassed YouTube. Users spent an average of 45.8 minutes on the Bytedance-owned social video platform versus 45.6 minutes on YouTube.

This milestone follows a series of changes on the TikTok platform that were seen as threats to YouTube’s video dominance. In February, TikTok extended the video length limit from 3 minutes to 10 minutes. The platform also announced a new revenue sharing program that is very similar to YouTube’s.

YouTube has likely caught onto the success of TikTok and is looking to stop its roll: Earlier this year, YouTube Chief Product Officer Neal Mohan announced a series of product announcements that would be coming to the platform, centered around YouTube’s answer to TikTok, Shorts.


TikTok is also delivering these results on videos shorter than 10 minutes. The data does account for company’s virtual MVPD service YouTube TV. YouTube also offers videos longer than 10 minutes, which likely increase the overall time spent on the platform. The survey was conducted in April 2022 and accounted for all viewing engagement with a platform, be active or multi-tasked.

Despite efforts to emulate the features found on TikTok, Instagram accounted for an average of 30.1 minutes per day. Its parent platform also had an average of 30.1 minutes.

TikTok and YouTube were followed by Twitter, with 34.8 minutes spent on average, Snapchat with 30.4 minutes, Facebook with 30.1 minutes, followed by the aforementioned Instagram. Users spent an average of 23.8 minutes per day on Reddit.

However, it is worth noting that TikTok has a smaller user count, 1 billion monthly active users, while YouTube is believed to have north of 2.6 billion.


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