Dive Brief:

• TikTok has jumped over Netflix to become the second most popular app in the United States among people under 35, according to new research Omdia shared with Marketing Dive.
• The service’s popularity is heavily skewed by age; among those over 35, TikTok is only the sixth most popular service. YouTube remains the market’s most popular service.
• TikTok is not as popular in the UK and France, where it is the fifth most-watched video service in both markets among the under 35s. Among those over 35, the app does not even make the top ten.

Dive Insight:

It’s no secret at this point that TikTok continues its march to the top of social media. The findings are notable for calling out how the app is impacting the broader viewing experience for younger consumers, a development that has the potential to impact streamers like Netflix as well as traditional broadcasters in the long term if the trend continues.

“For broadcasters, commercial or otherwise keen to engage younger viewers, the increasing importance of TikTok to reach and grow new audiences should not be understated,” said Maria Rua Aguete, Omdia senior director, in a statement.

Signs that TikTok’s influence is spreading beyond social media include the NBA’s recently relaunched app, which includes vertical video and scrolling “For You” recommendations. Similarly, ESPN has launched a creator network in hopes of attracting more Gen Z attention.

TikTok has become the most popular social media platform for viewing videos in the United States, with average viewing on the platform up nine minutes (a 56.6% jump) in 2021, according to Omdia’s research. Average viewing on the platform in 2021 was 18.1 minutes. Though TikTok’s average viewing time trailed Facebook’s 18.7-minute 2021 average, the platform will likely overtake Facebook for video viewing in 2022.

Unsurprisingly, TikTok’s popularity has caught the attention of advertisers, who have been keen to develop new ways to engage consumers on the platform. Earlier this year, the platform launched a gaming pilot with companies such as Vodoo, Nitro Games, FRVR, Aim Lab, and Lotum, through which creators can link to mini-games that will keep viewers interested and viewing longer. The company has also seen an uptick in brand loyalty, rising from No. 21 to No. 5, according to Brand Keys research.

TikTok’s rapid and steady rise is threatening Facebook’s dominance, as its monthly active users plateaued over the year. In response, Meta has refocused its efforts on attracting younger users, partnering with high-profile TikTok creators and adding VR games to its service. The platform also rolled out its short video “Reels” feature globally earlier in 2022. Similarly, Meta sibling Instagram rolled out several TikTok-inspired ad features and formats earlier this year. In Brand Keys’ research, Facebook dropped 17 spots and Instagram fell six.

Editor’s note: Omdia and Marketing Dive are both owned by Informa. Omdia has no influence over Marketing Dive’s coverage.