TikTok and YouTube Become Popular Video Platforms Among Young Americans

Dominance of TikTok and YouTube Among Young Americans

Recent findings from Omdia reveal a significant shift in video consumption habits among American youth, particularly those aged 18 to 35. TikTok and YouTube have established themselves as the most favored video platforms, overshadowing long-standing giants like Instagram, Facebook, and Netflix. This dominance reflects a changing landscape in how young people engage with digital media.

In 2024, TikTok witnessed explosive growth, amassing over 1.9 billion monthly active users worldwide, including 145 million in the United States alone. Not only did TikTok lead in video revenue globally, generating an impressive $63.3 billion—almost double YouTube’s $33.3 billion advertising revenue—but it also raked in approximately $8 billion in advertising revenues within the U.S. This incredible financial success highlights TikTok's pivotal role in shaping media consumption.

Maria Rua Aguete, Omdia’s Senior Research Director, commented at Content Americas 2025, stating, “There is no doubt about the enormous impact platforms like TikTok, YouTube, and Meta have on media consumption in the USA.” Her remarks underscore the significant audience overlap between these platforms. Notably, 92% of TikTok users also engage with YouTube monthly, while a considerable 61% utilize YouTube daily. In contrast, Instagram Reels and Facebook Video reach 76% of TikTok users on a monthly basis, with 50% and 44% daily engagements, respectively.

The survey also indicated a potential consequence of a ban on TikTok in the U.S. —many users would likely increase their activity on YouTube and Meta platforms instead of gravitating towards new apps. This insight emphasizes the strong user base that both TikTok and YouTube enjoy.

The study also sheds light on viewing preferences, particularly the shift towards connected televisions. A rising trend reveals that now 52% of YouTube viewing occurs on TVs in the U.S., a significant change that indicates a broader audience tuning in through various devices.

A unique finding from Omdia's research is the strong cultural impact of TikTok among Hispanic communities in the U.S. Hispanic users reportedly engage on the platform with greater frequency compared to their non-Hispanic counterparts, further emphasizing TikTok's diverse influence.

In Latin America, the subscription video-on-demand (SVOD) market continues to show vigorous growth, with subscriptions projected to rise from 154 million in 2024 to 174 million by 2025, thanks to the addition of 20 million new subscribers. Netflix remains the leader in this region, concluding 2024 with 51 million subscriptions and expectations to reach 57 million by 2025, and a forecasted 70 million by 2029. This success is attributed to its ad-supported tiers and robust investments in Spanish-language content, contributing to 48% of SVOD revenues in the region.

Disney+ and Paramount+ follow Netflix, with projected subscriptions of 20 million and 8%, respectively, by 2025. The merging of Star+ and Combo+ along with the introduction of an ad-supported tier are key strategies behind Disney’s anticipated growth.

It's clear that the dynamic landscape of media consumption is continuously evolving, with TikTok and YouTube firmly in the lead among younger demographics. Understanding these trends will be crucial for stakeholders in the digital content and advertising sectors as they adapt to the changing preferences of American consumers.