The amount of time kids and teens spend watching videos on TikTok has gone up.
June 2020 was the month when TikTok began to outrank YouTube in terms of the average minutes per day people ages 4 through 18 spent on these two platforms. In that month, TikTok overtook YouTube for the first time, as this younger demographic began to spend more time on TikTok than on the video sharing site.
TikTok has dominated with younger users. By the end of 2021, kids and teens were watching an average of more than 90 minutes of TikTok per day compared with just 56 minutes per day spent on the internet.
Qustodio used an analysis of 400,000 families with accounts with its service for parental monitoring to create the new data, which is based on kids and teens use of TikTok andYouTube across platforms. They use apps and websites in the real world, not an estimate.
These figures are average. Kids aren't necessarily watching an hour and a half of TikTok and an hour of YouTube every day The data shows how viewing trends have changed over the years, where some days kids will watch more online video than others, and will switch between their favorite apps.
The data shows that the world's largest video platform may be losing its grip on the next generation of web users. People born between the late 1990s and the 2010s are thought to be Gen Z. Gen Alpha includes those who were born after the early to mid-2010s.
Qustodio analyzed kids app usage and found that TikTok was close to YouTube in terms of time spent. The report looked at the data in a rather clunky way. The decision to include early 2020 app usage in a report was made at the time in order to highlight the increased connection taking place at the beginning of the Pandemic. The top markets were the focus of the report.
Kids now spend nearly as much time watching TikTok as YouTube in US, UK and Spain
A clearer picture of the year-over-year shift in video viewing trends among the web's youngest users has been provided by the new data.
The firm found that kids and teens were spending an average of 48 minutes a day on the platform, compared with 38 minutes on TikTok. In 2020 as a whole, TikTok came out on top with an average of 75 minutes per day, compared with 64 minutes for YouTube.
The average grew further apart this year. The younger demographic spent more time on TikTok than on YouTube.
Qustodio data was used to create this image.
Qustodio data was used to create this image.
The firm broke out metrics for leading countries like the U.S., U.K., and Spain, which show an even more incredible shift on a regional basis. Kids and teens in the U.S. spent an average of 99 minutes per day on TikTok. In the U.K., TikTok usage was up to more than 100 minutes per day. The figures include both websites and apps.
The shift in consumer behavior is something that all social app makers are aware of. TikTok's short-form vertical video feed has been copied by many companies.
The company believes that it will prove to be a discovery engine that will drive users to its long-form product. The company recently claimed that it had over 1.5 billion monthly users, and that it was seeing gains in watch time. No specific figures were shared on that front.
Kids and teens are not included in the first-party data of YouTube. It includes usage on phones, tablets, the web, smart TVs, game consoles and more.
Qustodio's research shows that younger people have simply been opting for the short-form content provided by TikTok. TikTok has been pushing its users to consume longer videos. TikTok increased the max video length to 10 minutes from 3 minutes. The optimal video length for a TikTok video has grown.
The sweet spot for traction was 11 to 17 seconds. That was changed to 21-34 seconds in November 2021.
This will help to increase the average watch time on TikTok.
According to Qustodio, the impact of TikTok's rise and the unique interests of Gens Z and Alpha isn't the only app that feels it. The mix of apps that young people use is different than before. They are spending an average of 4 hours per day on screen.
In terms of time spent, it is still ahead of other video streaming services.
Last year, kids spent 56 minutes per day on the internet.
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