According to research by Omdia, TikTok has surpassed Netflix as the second most popular video service for people under the age of 35 in the United States. Only YouTube stood in the way of TikTok taking the top spot. However, for the over 35s, the app dropped to sixth place, with even the BBC ahead of it.
In the UK and France, TikTok was fifth among under-35s, but didn’t even appear in the top 10 among over-35s. Commenting on TikTok’s popularity among younger users, Maria Rua Aguete, senior director at Omdia said.
“For broadcasters, commercial companies or other companies looking to reach younger audiences, the growing importance of TikTok in reaching and developing new audiences should not be underestimated.”
In addition to overtaking Netflix, there has also been a huge jump in the time people spend on the TikTok app. In 2021, the average time spent on the app rose from 6.4 minutes to 18.1 minutes. In 2021, Facebook leads the way in terms of average viewing time, recording an average of 18.7 minutes across the nine countries surveyed. Omdia said that TikTok may surpass Facebook in 2022, but the latter also has enough ability to fight back.
Facebook launched Reels globally in February 2022, short video content that appears in People’s Feeds. He hopes these Reels will stop the exodus of younger users, many of whom have switched to TikTok content.
