
According to Omdia’s latest research, TikTok and YouTube have emerged as the reigning champions of video platforms for the 18-35 age group in the USA, leaving Instagram, Facebook, and Netflix in their wake. These findings highlight the rapidly evolving video streaming era, where TikTok and YouTube have firmly cemented their positions at the top.
TikTok Surpasses 1.9 Billion Users Globally
TikTok, in particular, has shown impressive growth. With over 1.9 billion monthly active users globally, including 145 million in the USA, TikTok continues to outpace other platforms in user engagement and video revenue generation. In 2024, TikTok’s ad revenues reached a staggering $8 billion in the USA alone, eclipsing YouTube’s $33.3 billion global ad revenue by a wide margin.
Maria Rua Aguete, Senior Research Director at Omdia, emphasized the undeniable influence these platforms have on media consumption in the USA. “Platforms like TikTok and YouTube are redefining how audiences consume content, and the numbers don’t lie.”
Massive Overlap Between TikTok and YouTube Users
A key insight from Omdia’s research is the massive overlap between TikTok and YouTube users. A remarkable 92% of TikTok users also engage with YouTube every month, with 61% returning daily. This demonstrates the strength of YouTube in capturing attention, even as TikTok surges in popularity.
In comparison, platforms like Instagram and Facebook show somewhat lower user engagement. Yet, TikTok users still engage heavily with Instagram Reels and Facebook Video, further cementing the widespread dominance of video content across social media.
What If TikTok Was Banned?
The report raises an intriguing question, what would happen if TikTok were banned in the USA? According to Aguete, it’s likely that millions of TikTok users would migrate to platforms like YouTube and Meta, rather than seeking new alternatives. However, with new apps emerging in response to the possible ban, it’s clear that the video platform era is constantly shifting.
The Rise of Connected TV and Mobile-Centric Habits
Another major trend highlighted by Omdia is the shift in how content is consumed. While TikTok, Instagram, and Facebook remain mobile-centric, YouTube is increasingly becoming a staple on connected TVs, with 52% of its views now coming from TV screens. This reflects the growing importance of TV as a viewing device, particularly as connected TV adoption continues to rise in the USA.
The Cultural Impact of TikTok on Hispanic Audiences
TikTok’s deep cultural resonance within the Hispanic community in the USA is another key takeaway from the research. Hispanic users engage with TikTok more frequently than non-Hispanic users, indicating the platform’s strong connection with diverse demographic groups.
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