This year, TikTok will surpass YouTube in terms of time spent by their respective adult users in the US. The short-video app will see 45.8 minutes per day from its average adult user, edging out YouTube, at 45.6 minutes.

Time spent with TikTok peaked at 40.0 minutes per day for the average US adult user in 2021, below that of YouTube, at 45.0 minutes daily. TikTok will lose some of its pandemic gains this year and the next, with its time spent falling to 37.1 minutes in 2023.

However, we think the continued growth in new users will start to bring down the average time spent this year. Meanwhile, YouTube time will continue to rise incrementally, due in part to the rising popularity of YouTube TV, which we include in our YouTube time spent forecast.

US TikTok users will spend more time with the social media platform this year than YouTube users will spend on YouTube. This difference will be just about a fraction of a minute but will expand in years to come.

The streaming music and podcast menu has expanded and now includes pure plays like Spotify; music services from Apple, Amazon, and YouTube; and digital radio content from domestic publishers Rogers Sports & Media and Bell Media. Time spent with digital audio has surpassed traditional radio.

Time spent with digital audio surpassed that of radio for the first time in 2021. The gap will widen going forward. At 1 hour, 33 minutes a day on average in 2022, time spent with digital audio will be 8 minutes more than time spent with radio. The switch is related to a reduction in commuting, which has had a direct impact on terrestrial radio consumption.

Digital video viewership, time spent with the medium, and video ad spending are all reaching new heights in Canada.

On today's episode, we discuss Facebook's new Ray-Ban smart glasses, whether time spent on TikTok actually surpassed YouTube, what branded gaming on Roblox looks like, how to get noticed as a marketer, whether selling Super Bowl ads early is a good move, how to make friends while working from home, how two people reversed climate change in their hometown, and more. Tune in to the discussion with eMarketer principal analyst Suzy Davidkhanian, director of reports editing Rahul Chadha, and analyst at Insider Intelligence Blake Droesch.