Gen Z is now spending more time watching TikTok than YouTube. YPulse research shows TikTok use among young consumers increased 475% since 2019 and their favorite app has become their biggest influencer when it comes to entertainment, music discovery, purchases, and aesthetics. Parental control software corp Qustodio compiled data from 400,000 families who have an account with their service and they found globally Gen Z, as well as their younger Gen Alpha counterparts, spent an average of 56 minutes on YouTube per day in 2021 compared to 91 minutes on TikTok. YouTube is aware of this shift and has accelerated their short form video efforts in hopes of attracting young viewers toward their typical long-form content. Although, for both platforms, the lines seem to be blurring as TikTok is rolling out long-form videos as well. (TechCrunch)
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