[eMarketer] YouTube is the number one US app for shorter videos

Among US social video viewers, YouTube is the top platform for watching short-form content, with 77.9% of those ages 16 and older going there to stream videos less than 10 minutes long. The No. 2 spot goes to Facebook, which captures a 60.8% share, while TikTok takes third with 53.9%.

According eMarketer, the Google-owned platform has massive reach among the general population as well. In 2021, 67.4% of people in the US—or 225.8 million consumers—watched YouTube at least once a month, per our estimates. The site, once synonymous with cat videos, boasted $6.82 billion in US net ad revenues last year.