Reports Video

Social video TikTok sets the pace

Report by Richard Broadhurst
Cover image for Social video
Synopsis PDF PowerPoint Excel

Our clients have full access to all of our reports. Clients can log in to read this report. Click here to become a client. Alternatively, you can purchase this individual report.

Price: £3,000.00 excl. VAT

20,000 foot view:  Social video is optimising lean-through engagement for digital natives, with simple editing features, filters, and music. Value for younger digital natives (those aged            lies in co-creation, sharing and liking. User-generated content (UGC) creation has contributed to the success of short-form video, as users seek to have an impact within social media ecosystems through creating and sharing unique experiences. TikTok is driving this lean-through consumer behaviour, with weekly active user (WAU) engagement for the platform increasing by            between            2020 and            2021. Despite this, TikTok monetisation still lags behind social video leader YouTube, which generated            billion in ad revenues 2021. This contrasts with the MIDiA estimate of            billion total TikTok revenue generated in 2021. Optimising lean-through monetisation will help close the gap for TikTok.

Key insights 

  • TikTok’s WAU            grew from            in            2020 to                       2021 
  • Younger digital            (those aged between            and            seek            creation and lean-through consumption:            of            TikTok, while            use Instagram at            every week
  • Among the            social video apps, Twitch active            are the most ad-receptive segment,                       not skipping relevant ads compared            the            consumer average
  • Older digital            (those aged between            and            prefer            YouTube penetration for this segment                       compared to only            for TikTok                       for Instagram
  • Competition for            video engagement is increasing, with            extending maximum video length to            in 2022 in response to            launching its short video integration,            in 2021 (beta version of            was launched in India in           
  • Short videos            increased attention but remain less            for ad monetisation 
  • Monetising lean-through            will enable TikTok to close            revenue gap with YouTube

Methodological note: 

  • MIDiA Research            social video as user-generated content            video content that is uploaded,            and engaged with on social            apps
  • MIDiA Research            ‘lean in’ as interactive consumption            likes, comments, Facebook shares, etc.)
  • MIDiA Research            ‘lean through’ as creative behaviour            to consumption (creating replica and            user generated content (UGC) for            on social apps)
  • MIDiA Research            younger digital natives as those                      
  • MIDiA Research            older digital natives as those                      

Companies and brands mentioned in this report: ByteDance, Dubsmash, Facebook, Fit Analytics, Instagram,, Shopify, Snapchat, SoundOn, TikTok, Twitch, Twitter, Vine, YouTube 

Unlock critical media insight and intelligence for competitive advantage

Our clients have full access to all of our reports. Become a Client

Already a client? Login to read this report

Or, purchase this individual report

Price: £3,000.00 excl. VAT