Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

People are watching longer TikToks. What does that mean for competition with YouTube?

TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.

That longer attention span is good news for creators, who benefit from diversifying their audiences across platforms so they’re not beholden to a single company or algorithm. Creators may be open to cross-posting on both YouTube and TikTok.

History lesson: TikTok has allowed 60-second videos since 2017. The social network upped its maximum video length to 3 minutes in 2021 and then to 10 minutes in 2022. In October 2023, the platform began allowing 15-minute videos for certain creators.

Increasing video length has paid off.

  • TikTok surpassed YouTube for time spent by adult users in 2022, per our forecasts.
  • In 2024, adult TikTok users will average 55 minutes per day on the platform, 5 minutes more than YouTube’s average.
  • That said, YouTube will have more than twice as many US users (237.4 million) as TikTok (102.3 million) in 2023, according to our forecast.

Discovery channel: Because of TikTok’s shorter content, the platform risks users discovering clipped content and leaving the platform to watch the full version on YouTube. Increasing video length could prevent a user from watching half of a video essay on TikTok and finishing the content on YouTube.

TikTok is wise to find ways to keep those users from leaving the platform. It may have a smaller user base, but those users are engaged.

Ads up: Despite having fewer users, TikTok will surpass YouTube in US ad revenues in 2024, according to our forecast.

  • TikTok will have $8.66 billion to YouTube’s $8.17 billion.
  • Each US TikTok user will net the platform $80.35 in 2024 ad revenues, more than twice as much as YouTube’s $33.78 per user.

TikTok has a flywheel of entertainment, advertising, and commerce propelling its success. With a smaller US user base, it has more room to grow than YouTube, meaning TikTok’s ad business will only get bigger.

What’s next? TikTok has seen success from longer videos. That means the platform may follow YouTube’s lead and venture into connected TV (CTV). YouTube TV has been a success, and CTV has huge ad potential (specifically with shoppable ads), so it wouldn’t be a surprising step for TikTok. But TikTok is still a vertical video platform, so getting users to think about it as a CTV platform could be difficult.

Advertisers should expect TikTok to keep innovating with content length and format, which will mean new ad formats along the way.

This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.