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It’s not just a feeling; children globally are increasingly dedicating more time to TikTok and less to traditional platforms like YouTube. A recent study by TechCrunch and Qustodio reveals that kids aged 4 to 18 are spending an average of 91 minutes daily on TikTok, compared to just 56 minutes on YouTube. In the U.S., the figures are even steeper, with children averaging 99 minutes on TikTok and 61 minutes on YouTube.
This trend began during the pandemic when kids started gravitating toward apps and streaming services. By June 2020, TikTok surpassed YouTube for the first time, with kids averaging 82 minutes on TikTok and 75 minutes on YouTube. The study analyzed data from 400,000 families globally using Qustodio’s parental control software, relying on real viewing data rather than estimates or self-reported information.
Prior to the pandemic in 2019, children under 18 were watching an average of 48 minutes on YouTube and 38 minutes on TikTok daily. How do other platforms stack up? The same research indicates that kids also spend 47 minutes on Disney+, 45 minutes on Netflix, 40 minutes on Amazon Prime, 38 minutes on Hulu, and 20 minutes on Twitch.
The popularity of TikTok among children may stem from its short video format, which averages under a minute, making it more enticing than the longer content on YouTube. Although YouTube has introduced Shorts, it hasn’t been enough to reclaim the attention of Gen Z and the swiftly rising Gen Alpha.
TikTok’s influence is so significant that many young users now turn to the app as a primary search tool, with Google noting that approximately 40 percent of young people prefer searching for information on Instagram or TikTok rather than using Google Search or Maps. Furthermore, kids may have even more reasons to stay engaged on TikTok, as the app is set to introduce games soon.
This article was originally published on July 14, 2022.
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Summary:
Children are increasingly favoring TikTok over YouTube, with an average of 91 minutes spent daily on TikTok compared to 56 minutes on YouTube, especially in the U.S. This shift began during the pandemic. The shorter video format of TikTok seems to resonate more with younger viewers, leading them to prefer it for entertainment and even as a search tool.