YouGov: YouTube and TikTok user behavior analysis
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Most YouTube users (60%) and TikTok users (54%) visit the social platforms multiple times a day Most people who use TikTok or YouTube visit the apps daily (67% and 74% respectively), with many visiting multiple times. One in five TikTok (20%) and YouTube (21%) users visit the platforms 10 times or more per day. When asked about popular social networking behaviors, TikTok users (62%) are more likely to post content than YouTube users (49%). More than a quarter of TikTok’s daily active users post a photo or comment on TikTok at least once a day (27%), compared to only a fifth of YouTube’s daily active users (20%). New analysis from YouGov shows that live streaming is most appealing to these online social network users, with the majority of TikTok and YouTube users highly engaged with this type of content. 73% of TikTok users and 63% of YouTube users watch live content When asked about the types of live content they typically watch (not limited to content on TikTok or YouTube), concerts and performances ranked as the most popular category (TikTok: 33%; YouTube: 20%). 51% of TikTok users learn about new TV shows through social media Social media networks play a key role in content discovery, especially when it comes to discovering new TV shows. While recommendations from friends and family remain the top way for TikTok (61%) and YouTube (51%) users to discover new shows, social media also helps half of TikTok users (51%) and one-third of YouTube users (34%). |
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