Omdia: TikTok and YouTube Dominate Video Platforms for Millennials and Gen Z in the USA
TikTok and YouTube have emerged as the dominant video platforms for 18-35-year-olds in the USA, according to Omdia's latest consumer survey. TikTok reached 1.9 billion monthly active users globally in 2024, with 145 million in the USA. The platform generated $63.3 billion in global video revenues, nearly double YouTube's $33.3 billion, with $8 billion coming from US advertising.
The survey revealed significant platform overlap, with 92% of TikTok users also using YouTube monthly, and 61% using it daily. Instagram Reels and Facebook Video attract 76% of TikTok users monthly. YouTube viewing is increasingly shifting to TV screens, with 52% of US viewing occurring on TVs.
In Latin America, Netflix leads the SVOD market with 51 million subscriptions in 2024, projected to reach 57 million by 2025. Total SVOD subscriptions in the region are expected to grow from 154 million to 174 million in 2025. Disney+ is forecasted to reach 20 million subscriptions by 2025.
TikTok e YouTube sono emersi come le piattaforme video dominanti per i giovani di età compresa tra 18 e 35 anni negli Stati Uniti, secondo l'ultima indagine sui consumatori di Omdia. TikTok ha raggiunto 1,9 miliardi di utenti attivi mensili a livello globale nel 2024, con 145 milioni negli Stati Uniti. La piattaforma ha generato 63,3 miliardi di dollari di entrate globali dai video, quasi il doppio dei 33,3 miliardi di dollari di YouTube, di cui 8 miliardi provengono dalla pubblicità negli Stati Uniti.
L'indagine ha rivelato una sovrapposizione significativa delle piattaforme, con il 92% degli utenti di TikTok che utilizza anche YouTube mensilmente, e il 61% utilizza YouTube quotidianamente. Instagram Reels e Facebook Video attraggono il 76% degli utenti di TikTok mensilmente. La visione su YouTube si sta spostando sempre più verso gli schermi TV, con il 52% della visione negli Stati Uniti che avviene su TV.
In America Latina, Netflix guida il mercato SVOD con 51 milioni di iscrizioni nel 2024, previsto per raggiungere 57 milioni entro il 2025. Si prevede che le iscrizioni totali SVOD nella regione cresceranno da 154 milioni a 174 milioni nel 2025. Disney+ è previsto raggiungere 20 milioni di iscrizioni entro il 2025.
TikTok y YouTube han emergido como las plataformas de video dominantes para los jóvenes de 18 a 35 años en los EE. UU., según la última encuesta de consumidores de Omdia. TikTok alcanzó 1.9 mil millones de usuarios activos mensuales a nivel global en 2024, con 145 millones en los EE. UU. La plataforma generó 63.3 mil millones de dólares en ingresos globales por video, casi el doble que los 33.3 mil millones de dólares de YouTube, con 8 mil millones provenientes de la publicidad en EE. UU.
La encuesta reveló una superposición significativa de plataformas, con el 92% de los usuarios de TikTok que también utilizan YouTube mensualmente, y el 61% que lo usa a diario. Instagram Reels y Facebook Video atraen al 76% de los usuarios de TikTok mensualmente. La visualización de YouTube se está desplazando cada vez más a las pantallas de televisión, con el 52% de la visualización en EE. UU. ocurriendo en TV.
En América Latina, Netflix lidera el mercado de SVOD con 51 millones de suscripciones en 2024, proyectado para alcanzar 57 millones para 2025. Se espera que las suscripciones totales de SVOD en la región crezcan de 154 millones a 174 millones en 2025. Se prevé que Disney+ alcance 20 millones de suscripciones para 2025.
틱톡과 유튜브는 Omdia의 최신 소비자 조사에 따르면 미국에서 18세에서 35세 사이의 젊은 층을 위한 주도적인 비디오 플랫폼으로 떠올랐습니다. 틱톡은 2024년에 전 세계적으로 19억 명의 월간 활성 사용자를 기록했으며, 미국에서 1억 4500만 명을 차지하고 있습니다. 이 플랫폼은 전 세계 비디오 수익에서 633억 달러를 창출했으며, 이는 유튜브의 333억 달러의 거의 두 배에 해당하며, 미국 광고에서 80억 달러가 발생했습니다.
조사 결과 플랫폼 간의 중복 사용이 두드러지며, 틱톡 사용자 중 92%가 매월 유튜브도 사용하고 있으며, 61%가 매일 사용하고 있습니다. 인스타그램 릴스와 페이스북 비디오는 매월 틱톡 사용자의 76%를 끌어들입니다. 유튜브 시청은 점점 더 TV 화면으로 옮겨가고 있으며, 미국의 시청 중 52%가 TV에서 이루어지고 있습니다.
라틴 아메리카에서는 넷플릭스가 2024년에 5100만 개의 구독으로 SVOD 시장을 선도하고 있으며, 2025년까지 5700만 개에 이를 것으로 예상됩니다. 이 지역의 전체 SVOD 구독은 2025년까지 1억 5400만 개에서 1억 7400만 개로 성장할 것으로 예상됩니다. 디즈니+는 2025년까지 2000만 개의 구독에 도달할 것으로 예상됩니다.
TikTok et YouTube sont devenus les plateformes vidéo dominantes pour les 18-35 ans aux États-Unis, selon la dernière enquête de consommation d'Omdia. TikTok a atteint 1,9 milliard d'utilisateurs actifs mensuels dans le monde en 2024, avec 145 millions aux États-Unis. La plateforme a généré 63,3 milliards de dollars de revenus vidéo mondiaux, presque le double des 33,3 milliards de dollars de YouTube, dont 8 milliards proviennent de la publicité aux États-Unis.
L'enquête a révélé un chevauchement significatif des plateformes, avec 92 % des utilisateurs de TikTok utilisant également YouTube chaque mois, et 61 % l'utilisant quotidiennement. Les Instagram Reels et les vidéos Facebook attirent 76 % des utilisateurs de TikTok chaque mois. La visualisation sur YouTube se déplace de plus en plus vers les écrans de télévision, avec 52 % des visionnages aux États-Unis se déroulant sur des télévisions.
En Amérique Latine, Netflix est en tête du marché SVOD avec 51 millions d'abonnements en 2024, et devrait atteindre 57 millions d'ici 2025. Le nombre total d'abonnements SVOD dans la région devrait passer de 154 millions à 174 millions en 2025. Disney+ devrait atteindre 20 millions d'abonnements d'ici 2025.
TikTok und YouTube haben sich laut der neuesten Verbrauchererhebung von Omdia als die dominierenden Video-Plattformen für 18- bis 35-Jährige in den USA etabliert. TikTok erreichte 1,9 Milliarden monatlich aktive Nutzer weltweit im Jahr 2024, mit 145 Millionen in den USA. Die Plattform erzielte 63,3 Milliarden Dollar an globalen Videoeinnahmen, fast doppelt so viel wie die 33,3 Milliarden Dollar von YouTube, wobei 8 Milliarden Dollar aus der US-Werbung stammen.
Die Umfrage zeigte eine erhebliche Überlappung zwischen den Plattformen, da 92 % der TikTok-Nutzer auch YouTube monatlich verwenden und 61 % es täglich nutzen. Instagram Reels und Facebook Video ziehen monatlich 76 % der TikTok-Nutzer an. Das Anschauen von YouTube verschiebt sich zunehmend auf Fernsehbildschirme, wobei 52 % der US-Zuschauer auf TVs sehen.
In Lateinamerika führt Netflix den SVOD-Markt mit 51 Millionen Abonnements im Jahr 2024, was voraussichtlich bis 2025 auf 57 Millionen ansteigen wird. Die Gesamtzahl der SVOD-Abonnements in der Region wird von 154 Millionen auf 174 Millionen im Jahr 2025 wachsen. Disney+ wird voraussichtlich bis 2025 20 Millionen Abonnements erreichen.
- TikTok achieved $63.3 billion in global video revenues, surpassing YouTube's $33.3 billion
- TikTok reached 1.9 billion monthly active users globally, with 145 million in the USA
- 92% cross-platform engagement between TikTok and YouTube users
- None.
Insights
The latest Omdia survey unveils critical insights about digital advertising and streaming market dynamics. TikTok's $8 billion U.S. advertising revenue and $63.3 billion global revenue demonstrate unprecedented monetization success, nearly doubling YouTube's $33.3 billion. This shift in advertising spend signals a transformative change in digital media economics.
For TechTarget (TTGT), which operates in the B2B tech marketing space, these trends present both challenges and opportunities. The dominance of short-form video platforms among younger demographics suggests B2B marketers may need to adapt their strategies. With 92% overlap between TikTok and YouTube users and increasing TV-based YouTube consumption (52%), the multi-platform video approach is becoming important for reaching decision-makers.
The potential TikTok ban scenario could redistribute massive advertising budgets across other platforms, potentially benefiting traditional digital marketing channels where TechTarget operates. This market uncertainty could drive advertisers to diversify their spending across established B2B platforms.
The evolution of video consumption patterns revealed in this data has profound implications for digital advertising strategies. The high platform overlap statistics - 76% monthly cross-usage between TikTok and Meta platforms - indicates a mature multi-platform ecosystem where audience targeting must be increasingly sophisticated.
The demographic insights, particularly regarding Hispanic user engagement and the shift toward TV-based consumption, suggest a need for more nuanced audience segmentation. For TechTarget's business model, which relies heavily on intent data and B2B marketing, this could mean reduced effectiveness of traditional digital marketing approaches as younger decision-makers prefer video-first platforms.
The migration of advertising dollars to short-form video platforms (TikTok's $63.3B vs YouTube's $33.3B) represents a structural shift in digital advertising that could pressure traditional B2B marketing platforms to evolve their offerings or risk losing market share.
In 2024, TikTok surpassed 1.9 billion monthly active users (MAUs) globally, including 145 million MAUs in the
Speaking at Content Americas 2025, Maria Rua Aguete, Senior Research Director at Omdia, said, "There is no doubt about the enormous impact platforms like TikTok, YouTube, and Meta have on media consumption in the
Rua Aguete also highlighted significant audience overlap among platforms, revealing that
Rua Aguete further noted, "Should a
Another emerging trend is the shift in viewing habits with TikTok, Facebook and Instagram usage remaining predominantly mobile-centric.
Omdia's research also highlights TikTok's strong cultural resonance within Hispanic communities in the
Netflix remains the leader in the region, ending 2024 with 51 million subscriptions and forecasted to reach 57 million by 2025 and 70 million by 2029. Its success stems from its ad-supported tiers and substantial investments in Spanish-language content, accounting for
Disney+ subscriptions are expected to reach 20 million by 2025, bolstered by the Q2 2024 merger of Star+ and Combo+ and the introduction of an ad-supported tier.
Rua Aguete emphasized the importance of
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Fasiha Khan: fasiha.khan@omdia.com
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SOURCE Omdia
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