TikTok will soon beat YouTube in viewing time. Could Netflix be next?

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In 2022, both YouTube and TikTok captured 46 minutes of their adult US users’ attention each day, per our estimates. Netflix reigned supreme at 60 minutes daily. Time spent with TikTok will tick up every year through 2024, when it will reach 48 minutes per day, but it won’t pass Netflix anytime soon.

Beyond the chart: While TikTok will edge YouTube in time spent this year, the latter will still lead in US viewership. In 2023, YouTube will boast 235.7 million monthly US viewers, while TikTok will have 102.4 million, according to our forecast. Netflix will sit solidly in the middle with 172.2 million monthly US viewers.

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Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, device adoption trends, company reports, primary research, and interviews.

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