TikTok Surpasses YouTube in Average Watch Time

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TikTok’s popularity continues to grow: The video-sharing app has surpassed YouTube’s average watch time on Android devices in the U.S., according to recent data from App Annie by the BBC. This marks the first time TikTok has overtaken the long-reigning video platform giant YouTube in average user watch time.

To be clear, YouTube still is the dominant online streaming platform. It draws the greatest number of users across mobile and desktop devices. YouTube has an estimated 2 billion monthly users; TikTok, in comparison, only has 700 million.

But the rapid growth of TikTok is not going ignored by businesses. Real estate is also paying attention to finding new ways to court potential clients. In April, listing agent Rochelle Maize turned to TikTok to create buzz for her $5.3-million Santa Monica, Calif., listing. She enlisted the help of TikTok influencers by allowing them to film in the staged home to capture “viral-worthy vignettes.” Read more: Real Estate Pro Turns to TikTok to Sell $5.3M Home

The popularity of short-form video has grown more and more over time. Viewers and creators use TikTok almost exclusively on mobile devices. Portrait video is dominant. TikTok also features an auto-scrolling interface that promotes increased engagement and watch time, according to the site 9to5Google.

To better compete, YouTube has launched YouTube Shorts—60-second video content that began streaming in early May. It’s integrated into the main YouTube app on Android and iOS.

Should you jump on the TikTok bandwagon for your business? Tech coach Burton Kelso explains 4 Business Reasons for Joining TikTok.