The Wall Street Journal reported earlier this month that, according to internal Meta research, Instagram users cumulatively spend less than one-tenth of the time per day on Reels that TikTok users spend on TikTok.Īccording to the Journal, part of the reason for this is that Instagram has struggled to recruit people to make content. But the company has experienced a number of setbacks in growing the service. Since introducing Reels in 2020, Instagram has touted the short-form video feature as its answer to TikTok. YouTube’s strategy echoes recent updates that Facebook and Instagram parent Meta has made to its platforms to compete with TikTok. “And that’s the growth market that all of these platforms have been chasing.” “TikTok is the platform of choice for young people,” says Margaret O’Mara, a historian of the tech industry. Instagram and Snapchat are next in the rankings, with 62% and 59% of teens saying they use the platforms, respectively. teens use YouTube and 19% are on the platform “almost constantly” as compared to the 67% who use TikTok and 16% who use it “almost constantly.” teens, TikTok is steadily gaining ground. A Pew Research survey published in August found that while YouTube is still the most popular social media platform among U.S. TikTok has also gained a serious foothold among Gen Z users. “What TikTok has done is sort of take YouTube’s recommendation system and Facebook’s feed features that have been criticized for prioritizing engagement and addiction, and ball it all up into a really compelling service,” Bergen says. TikTok’s average monthly active users increased by 234% in the second quarter of 2022 compared to the same time period in 2019, while YouTube’s grew by only 29%, according to data from app metrics platform Sensor Tower. But TikTok’s popularity is becoming more and more clear. With over two billion monthly active users, YouTube is far and away the top performing online streaming platform.
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