TikTok‘s global advertising revenue has reached $63.3 billion (including ByteDance’s Chinese operations), nearly double YouTube’s $33.3 billion, according to global analyst and advisory company Omdia.
The platform now counts 1.9 billion monthly active users worldwide, including 145 million in the United States, where it generates approximately $8 billion in advertising revenue.
The statement was made by Maria Rua Aguete, Senior Research Director at Omdia, at Content Americas 2025, where she presented the company’s latest consumer survey on platform usage among millennials and Gen Z in the U.S.
Video Platform Usage Shows High Overlap
Highlights of Omdia’s study show that TikTok and YouTube have emerged as the leading video platforms used by American consumers aged 18 to 35 years old, and that there is a significant audience overlap between major video platforms – i.e., 92% of TikTok users also engaged with YouTube monthly, with 61% using YouTube daily.
Instagram Reels and Facebook Video attract 76% of TikTok users monthly, while daily usage stands at 50% for Instagram and 44% for Facebook.
Viewing Habits Across Platforms
While TikTok maintains its mobile-first nature, YouTube is experiencing a shift in viewing patterns, with 52% of U.S. consumption now occurring on television screens. This trend continues to grow alongside connected TV adoption.
The research also indicates that Hispanic users in the United States show higher engagement rates with TikTok than non-Hispanic users.
If TikTok gets permanently banned in the U.S., users would likely increase their engagement with YouTube and Meta platforms rather than switching to new applications, according to Rua Aguete’s analysis. However, she notes that apps like Whatnot have gained traction during discussions of possible TikTok restrictions.
The research is part of Omdia’s latest consumer survey, which examines video platform usage among 18-35-year-olds in the United States. The findings position TikTok and YouTube as the leading video platforms for this demographic, surpassing Instagram, Facebook, and Netflix in terms of engagement.
Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.
TikTok‘s global advertising revenue has reached $63.3 billion (including ByteDance’s Chinese operations), nearly double YouTube’s $33.3 billion, according to global analyst and advisory company Omdia.
The platform now counts 1.9 billion monthly active users worldwide, including 145 million in the United States, where it generates approximately $8 billion in advertising revenue.
The statement was made by Maria Rua Aguete, Senior Research Director at Omdia, at Content Americas 2025, where she presented the company’s latest consumer survey on platform usage among millennials and Gen Z in the U.S.
Video Platform Usage Shows High Overlap
Highlights of Omdia’s study show that TikTok and YouTube have emerged as the leading video platforms used by American consumers aged 18 to 35 years old, and that there is a significant audience overlap between major video platforms – i.e., 92% of TikTok users also engaged with YouTube monthly, with 61% using YouTube daily.
Instagram Reels and Facebook Video attract 76% of TikTok users monthly, while daily usage stands at 50% for Instagram and 44% for Facebook.
Viewing Habits Across Platforms
While TikTok maintains its mobile-first nature, YouTube is experiencing a shift in viewing patterns, with 52% of U.S. consumption now occurring on television screens. This trend continues to grow alongside connected TV adoption.
The research also indicates that Hispanic users in the United States show higher engagement rates with TikTok than non-Hispanic users.
If TikTok gets permanently banned in the U.S., users would likely increase their engagement with YouTube and Meta platforms rather than switching to new applications, according to Rua Aguete’s analysis. However, she notes that apps like Whatnot have gained traction during discussions of possible TikTok restrictions.
The research is part of Omdia’s latest consumer survey, which examines video platform usage among 18-35-year-olds in the United States. The findings position TikTok and YouTube as the leading video platforms for this demographic, surpassing Instagram, Facebook, and Netflix in terms of engagement.