For 17 years, YouTube has ruled digital video.
- More than two-thirds of the US population and more than three-quarters of internet users visited YouTube monthly in 2021, we forecast.
- On a monthly basis, more people viewed video on YouTube last year than used Facebook (225.8 million compared with 179.1 million, respectively).
- There were almost as many monthly YouTube viewers as monthly TV viewers (245.7 million) last year.
But the increase in video viewing on other social platforms—primarily TikTok—is eating into YouTube’s dominance. With more venues displaying videos, user attention is starting to become divided. The same holds true for creator videos: YouTube, once the 800-pound gorilla, is increasingly fighting to keep its most popular creators from going elsewhere.
The growth of TikTok doesn’t yet amount to a full changing of the guard when it comes to social video winners and losers. YouTube is still ahead of TikTok in total users and in every age group we forecast.
- YouTube will have well over twice as many monthly users as TikTok this year (230.6 million compared with 90.6 million, respectively).
- More than half of children ages 0 to 11, essentially Generation Alpha, will use YouTube this year, compared with just 4.6% on TikTok.
- By generation, YouTube will have nearly double the penetration of TikTok among millennials this year, almost four times as many Gen Xers, and about eight times the penetration among baby boomers.