By the end of 2024, TikTok has generated approximately $8 billion in ad revenue in the U.S.
According to Maria Rua Aguete, Senior Research Director at Omdia, the popular app TikTok boasts over 1.9 billion active users worldwide, with approximately 145 million in the United States. In terms of video earnings, TikTok generated a staggering $63.3 billion globally – almost twice as much as YouTube’s global ad revenues of $33.3 billion.
Based on research by Omdia, it’s TikTok and YouTube that dominate as preferred video platforms among Americans aged 18 to 35, surpassing competitors such as Instagram, Facebook, and Netflix in popularity.
It’s clear that platforms such as TikTok, YouTube, and Meta significantly influence how media is consumed in the United States, according to Rua Aguete. Furthermore, he pointed out a substantial overlap in their audiences: an impressive 92% of TikTok users access YouTube monthly, with around 61% of them using it daily.
If a ban on TikTok were implemented, it’s probable that millions of users would boost their activity on YouTube, Facebook, Instagram, and Meta platforms instead of moving to new applications. While it’s true that new apps may be gaining from the potential ban, Rua Aguete stated this before TikTok was spared by Donald Trump.
Rua Aguete further emphasized that TikTok has a strong connection to Hispanic cultures in the United States, as Hispanic users tend to interact on the platform more often compared to their non-Hispanic counterparts.
She noted that among individuals younger than 35 years old, TikTok and YouTube are dominant platforms. However, this was previously assumed to be the norm – but now, 17% of Americans aged 55 to 64 also reported using TikTok, which challenges the idea that it’s only for teenagers.
TikTok’s entire income comes from advertising, amounting to a staggering $63 billion. This figure is surprisingly large when compared to that of Netflix, Meta (Facebook), or Disney.
One significant change is the transformation in how people watch content. Unlike TikTok, Facebook, and Instagram which are primarily accessed via mobile devices, an impressive 52% of YouTube viewing in the United States happens on televisions, and this number is steadily increasing.
“People don’t realize YouTube is not just a mobile phone app,” she noted.
It’s projected that SVOD subscriptions will increase from 154 million in 2024 to 174 million in 2025. It was also disclosed that nearly half of all SVOD earnings in Latin America are generated by Netflix, with Disney and Paramount accounting for 12% and 8%, respectively. Mexico and Brazil continue to be the main drivers behind Netflix’s expansion.
Though numerous individuals frequently critique Netflix, it remains and will continue to reign as the top global contender over the next five years. In Latin America, its influence is particularly substantial. Notably, Netflix has been pouring significant resources into creating Spanish content and original productions.
In summary, Netflix, TikTok, and YouTube are all thriving. A fascinating fact is that Latin America is predicted to be one of the fastest-growing regions globally, with an expected increase of 9.4% this year, reaching a total of $55 billion by the end of 2025. Despite the U.S. currently being the largest market, it’s projected to expand by only 3.3% in 2025, which is less than the global growth rate for that period.
“The region has a lot of potential,” said Rua Aguete.
As a passionate cinephile, I can’t help but notice the growing trend of streaming services worldwide. Next year, we’ll see more collaborations as everyone realizes the importance of working together – “We all need each other.” This synergy is driving up Fast (Over-The-Top) revenues significantly, projected to reach an impressive $11.7 billion globally by 2029. The United States is leading this charge with a whopping $9.4 billion contribution. In Latin America, these revenues are expected to skyrocket from $231 million in 2024 to a staggering $569 million by 2029. It’s an exciting time for movie lovers like me!
Although FAST’s current statistics may not be striking, they are set to double. Among the major nations, it’s predicted that Brazil will surpass Canada to become the second largest participant following the United Kingdom.
Finally, pay TV still refuses to go away.
In the United States, traditional pay-TV subscriptions are decreasing, but in certain nations, they remain significant. Here’s my advice: Continue engaging with pay-TV providers. Avoid disregarding them, says Rua Aguete.
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2025-01-21 19:16