According to research from Omdia, TikTok overtook Netflix as the second most popular video service for people under the age of 35 in the United States. Only YouTube prevented TikTok from taking the top spot. However, for those over 35, the app dropped to sixth place, with even the BBC leading.
In the UK and France, TikTok is fifth among the under 35s, but does not even appear in the top 10 among the over 35s. Commenting on TikTok’s popularity among younger users, said Maria Rua Aguete, senior director of Omdia.
“For broadcasters, commercial companies or other companies keen to reach a younger audience, TikTok’s growing importance in reaching and developing new audiences shouldn’t be underestimated.”
In addition to overtaking Netflix, there has also been a huge leap in the amount of time people spend on the TikTok app. In 2021, the average time spent on the app went from 6.4 minutes to 18.1 minutes. In 2021, Facebook leads the way in terms of average watch time, recording an average of 18.7 minutes across the nine countries surveyed. Omdia said TikTok could overtake Facebook in 2022, but the latter also has enough capacity to fight back.
Facebook launched Reels globally in February 2022, which is 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.
