According to industry analyst’s estimates, both YouTube and TikTok captured an average of 46 minutes of attention from adult users in the United States each day in 2022. Netflix had the highest amount of daily engagement at 60 minutes. While TikTok’s daily engagement is expected to increase to 48 minutes by 2024, it is unlikely to surpass Netflix
According to our forecast, while TikTok will have slightly more daily engagement than YouTube in 2023, the latter will still have the highest number of US viewers. In 2023, YouTube is expected to have 235.7 million monthly viewers in the US, while TikTok will have 102.4 million. Netflix is expected to have 172.2 million monthly US viewers.