5 globally, however, behind TikTok, Facebook (38% of kids used it globally!), Snapchat and Pinterest. In Qustodio’s analysis, the app fell out of the top-five most popular social media apps in the U.S., U.K. It’s not clear this shoehorning of Reels into Instagram has paid off with the younger crowd. Instagram head Adam Mosseri even admitted earlier this year that the platform has been pushing “too many videos” on users. Instagram, of course, has been cramming Reels into its experience - and receiving some backlash over the changes.

Google this month reported Shorts crossed 50 billion daily views. YouTube Shorts is YouTube’s solution to the problem. TikTok’s growth among the younger demographic has forced Big Tech giants to combat the threat with short-form video of their own. TikTok not only topped the average daily usage of other video apps, like Netflix (48 mins.) and Disney+ (40 mins.), it also came out ahead of other social apps, including Snapchat (72 mins.), Instagram (45 mins.), Facebook (20 mins.), Pinterest (16 mins.) and Twitter (10 mins.) among the under-18 crowd. This past year, the gulf between the two widened, it said, as kids in 2022 saw their average daily use of TikTok climb to a whopping 107 minutes, or 60% longer than the time they spent watching video content on YouTube (67 minutes). In June 2020, TikTok overtook YouTube for the first time, with kids watching an average of 82 minutes per day on TikTok versus an average of 75 minutes per day on YouTube, according to new data from parental control software maker Qustodio. According to an ongoing annual review of kids’ and teens’ app usage and behavior globally, the younger demographic - minors ranging in ages from 4 through 18 - began to watch more TikTok than YouTube on an average daily basis starting in June 2020, and TikTok’s numbers have continued to grow ever since. For another year in a row, TikTok has found itself as the social app kids and teens are spending the most time using throughout the day, even outpacing YouTube.

Tiktok app