While YouTube is still dominant in social video, TikTok is growing dramatically in popularity, according to eMarketer. The implications for marketers may be significant as this trend continues. YouTube is still ahead of TikTok in total users and in every age group, reports eMarketer, but things are shifting in a few key age groups:
- Among US teens ages 12 to 17, 87.6% will use YouTube monthly this year, while 65.3% will use TikTok, according to our forecasts. YouTube’s penetration is reaching a ceiling, while TikTok’s is still rising fast; YouTube will rise just 1.5 percentage points this year compared with 2020, while TikTok will be up more than 13 points (from 51.7%).
- In the 18-to-24 group, the usage gap will be even smaller than among teens this year: 85.4% will be on YouTube monthly and 73.9% will be on TikTok.
- By 2025, there will be 24.2 million US TikTok users ages 18 to 24 and 26.6 million US YouTube users.
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