So, What Does This Mean for Netflix, YouTube & Other Platforms?
At the moment, Netflix and YouTube can breathe a small sigh of relief: TikTok doesn’t have the same popularity outside of the US (yet). Plus, both platforms still own the 35+ age group.
However, TikTok is looking to bridge that gap — it extended its video length to 10 minutes and is becoming a go-to search engine for Gen Z, making it even more competitive with YouTube.
Plus, TikTok is growing in popularity amongst older users too.
In fact, creators like Carla Rockmore and The Old Gays show that there’s space (and an audience) for the Gen X and Baby Boomer generations:
And in response, YouTube’s launched Shorts, rolled out unique handles (aka usernames), and is doubling down on monetization opportunities for creators: “Over the past three years, we’ve paid creators, artists, and media companies over $50B.”
As for other platforms, we’ve seen Instagram launch Reels, push more suggested posts in the feed, and refocus its efforts on helping creators make money too:
📣 Creator Week Announcements 📣
Today, we’re announcing new and improved ways for creators to make a living on Instagram:
– Expanding Subscriptions
– Stars ⭐️ & Gifts 🎁
– Buy & Sell Digital Collectibles pic.twitter.com/XaE9XYLf9t— Adam Mosseri (@mosseri) November 4, 2022
And even the NBA launched an app with vertical video and scrolling “For You” recommendations — reminiscent of TikTok’s For You Page.
Whether you consider it an entertainment or social platform, it’s clear that TikTok’s become a video force to be reckoned with — and is on everyone’s radar.
Now that the battle of TikTok vs Netflix has been decided, YouTube should take note.
TikTok is coming for the number one spot. Watch the crown.
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