Omdia: TikTok and YouTube Dominate Video Platforms for Millennials and Gen Z in the USA

Rhea-AI Summary

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.

Positive

• 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

Negative

• None.

News Market Reaction

+2.82%

1 alert

+2.82% News Effect

On the day this news was published, TTGT gained 2.82%, reflecting a moderate positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

LONDON, Jan. 21, 2025 /PRNewswire/ -- According to Omdia's latest consumer survey, TikTok and YouTube have emerged as the leading video platforms for 18-35-year-olds in the USA. These platforms have outpaced Instagram, Facebook, and Netflix, solidifying their dominance across the video landscape.

In 2024, TikTok surpassed 1.9 billion monthly active users (MAUs) globally, including 145 million MAUs in the USA. In terms of video revenues, TikTok led global rankings, amassing $63.3 billion (including China), nearly doubling YouTube's global advertising revenue of $33.3 billion. Within the USA, TikTok's advertising revenues reached approximately $8 billion. 

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 USA."

Rua Aguete also highlighted significant audience overlap among platforms, revealing that 92% of TikTok users also engage with YouTube monthly, with 61% using YouTube daily. In comparison, Instagram Reels and Facebook Video attract 76% of TikTok users monthly, while daily usage stands at 50% for Instagram and 44% for Facebook.

Rua Aguete further noted, "Should a USA TikTok ban occur, it's likely that millions of users would increase their engagement with YouTube and Meta platforms, such as Facebook and Instagram, rather than switching to new apps. That said, new apps have certainly gained traction amidst discussions of a possible TikTok ban."

Another emerging trend is the shift in viewing habits with TikTok, Facebook and Instagram usage remaining predominantly mobile-centric. 52% of YouTube viewing in the USA now occurs on TVs, a figure that continues to rise as connected TV adoption grows.

Omdia's research also highlights TikTok's strong cultural resonance within Hispanic communities in the USA with Hispanic users engaging more frequently compared to non-Hispanic users.

Latin America's total subscription video on demand (SVOD) subscriptions are projected to grow from 154 million in 2024 to 174 million in 2025, adding 20 million new subscribers in a year.

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 48% of regional SVOD revenues.  Disney+  follows with 12% and Paramount+ holds 8%.

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 Mexico and Brazil to Netflix's growth, noting, "Netflix not only leads globally but is cementing its dominance in Latin America. Its investments in Spanish-language content and advertising models are driving growth across the region."

ABOUT OMDIA

Omdia, part of Informa TechTarget, Inc. (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets combined with our actionable insights empower organizations to make smart growth decisions.

Fasiha Khan: fasiha.khan@omdia.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/omdia-tiktok-and-youtube-dominate-video-platforms-for-millennials-and-gen-z-in-the-usa-302356206.html

SOURCE Omdia

FAQ

What were TikTok's advertising revenues in the USA for 2024?

TikTok's advertising revenues in the USA reached approximately $8 billion in 2024.

How many monthly active users did TikTok have globally in 2024?

TikTok had 1.9 billion monthly active users globally in 2024.

What percentage of YouTube viewing occurs on TV screens in the USA?

52% of YouTube viewing in the USA occurs on TV screens.

How many SVOD subscriptions is Latin America projected to have by 2025?

Latin America is projected to have 174 million SVOD subscriptions by 2025, adding 20 million new subscribers from 2024.

What is Netflix's projected subscription base in Latin America by 2025?

Netflix is projected to reach 57 million subscriptions in Latin America by 2025.

What percentage of TikTok users also engage with YouTube monthly?

92% of TikTok users also engage with YouTube on a monthly basis.