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
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SOURCE Omdia