TikTok is undoubtedly the network social which has enjoyed the most dynamic momentum for several years. Faced with the impressive growth of the Chinese platform, competitors are trying to adapt somehow by mimicking its short video formats. This reel strategy is still struggling to bear fruit ifon according to recent Meta (formerly Facebook) leaks. On the side of YouTube implementation place des Shorts is starting to show some results. US users spent an average of 94 minutes a day on TikTok in August, up 9% from last year, according to data from consulting firm Sensor Tower.
YouTube benefits from launching short films
If this indicator remains positive, this means a real slowdown in network growth. social which previously increased by 45% year on year, especially at the very beginning of the pandemic. Meanwhile, US internet users spent an average of 73 minutes on YouTube in August, up 3% from last year. This is definitely less than son Chinese competitor but much better than Meta apps, including Instagram fell 8% in August while Facebook remained flat. It’s still too early to tell, but according to Business Insider, this good resistance from YouTube could be due to the implementation place Shorts that will represent 30 billion daily views, according to recent comments from Google CEO Sundar Pichai. Please note that platform strategies change over time. While the majority of TikTok visitors remain under 30, the network social opens up more and more to older users. You can also read our article dedicated to these retirees who have a real audience rating on the service.
