TikTok-USA-users-also-use-other-social-media-apps
According to Omdia’s latest consumer survey, TikTok and YouTube are the top video platforms for 18-35-year-olds in the USA. These platforms have outperformed Instagram, Facebook, and Netflix, cementing their leading positions in the video space.
In 2024, TikTok reached over 1.9 billion monthly active users globally, including 145 million in the USA. TikTok also led in global video revenues, earning $63.3 billion, almost double YouTube’s $33.3 billion. In the U.S., TikTok’s advertising revenue hit about $8 billion.
Speaking at Content Americas 2025, Maria Rua Aguete, Senior Research Director at Omdia, stated, “The influence of TikTok, YouTube, and Meta on U.S. media consumption is undeniable.”
Rua Aguete pointed out that 92% of TikTok users also visit YouTube monthly, with 61% doing so daily. Instagram Reels and Facebook Video see 76% of TikTok users each month, with 50% using Instagram and 44% using Facebook daily.
She added, “If a U.S. TikTok ban happens, many users would likely increase their YouTube and Meta platform usage rather than adopt new apps. However, new apps have gained some momentum amid the ban discussions.”
Another notable trend is the shift in viewing habits. TikTok, Facebook, and Instagram remain primarily mobile-focused, while 52% of YouTube’s U.S. viewing now occurs on TVs, a number that continues to grow with connected TV adoption.
Omdia’s research highlights TikTok’s cultural impact within U.S. Hispanic communities, where Hispanic users engage more frequently than non-Hispanic users.
In Latin America, subscription video on demand (SVOD) subscriptions are expected to rise from 154 million in 2024 to 174 million in 2025, adding 20 million new subscribers in just a year.
Netflix continues to lead in this region, ending 2024 with 51 million subscriptions and projected to reach 57 million by 2025 and 70 million by 2029. Netflix’s success is attributed to its ad-supported tiers and substantial investments in Spanish-language content, which make up 48% of regional SVOD revenues. Disney+ follows with 12%, and Paramount+ holds 8%.
Disney+ subscriptions are predicted to hit 20 million by 2025, boosted by the 2024 merger of Star+ and Combo+ and the introduction of an ad-supported tier.
Rua Aguete underscored Mexico and Brazil’s importance to Netflix’s growth, stating, “Netflix is not just a global leader; it’s also solidifying its dominance in Latin America. Its investment in Spanish-language content and advertising models is driving regional growth.”