As of late 2024, TikTok has reached approximately $8 billion in ad revenue in the U.S. and 1.9 billion global monthly active users. It generated $63.3 billion in video revenues, significantly outpacing YouTube's $33.3 billion. Both TikTok and YouTube dominate media consumption among 18-35-year-olds in the U.S., with users showing considerable overlap. Rua Aguete highlights TikTok's cultural importance, notably among Hispanic users, and that it is gaining traction among older demographics as well. Viewing trends are shifting, with an increase in YouTube viewing on TVs, signaling changing consumption behaviors.
"There is no doubt about the enormous impact platforms like TikTok, YouTube and Meta have on media consumption in the US," noted Rua Aguete, also commenting on the significant audience overlap: 92% of TikTok users use YouTube monthly, with 61% engaging daily.
"Should a TikTok ban occur, it's likely that millions of users would increase their engagement with YouTube and Meta platforms, Facebook and Instagram, rather than switch to new apps. Although, of course, new apps have been benefiting from the possible ban," Rua Aguete said before TikTok's reprieve by Donald Trump.
"All of [TikTok] revenues are via advertising. It's $63 billion. If you compare it to Netflix, Meta or Disney, it's quite shocking."
"[For people] under 35, TikTok and YouTube are the leaders. This was the reality - until now. Also, 17% of people between 55 to 64 in the U.S. said they were using TikTok, so we cannot say it's just for teenagers."
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