By the end of 2024, TikTok has generated approximately $8 billion in ad revenue in the U.S.
As revealed by Omdia’s Senior Research Director María Rua Aguete at a Content Americas panel, it surpassed 1.9 billion monthly active users globally, with 145 million in the U.S. alone. In terms of video revenues, TikTok reached $63.3 billion globally – nearly doubling YouTube’s global ad revenues of $33.3 billion.
According to Omdia’s findings, TikTok and YouTube are the leading video platforms for 18-35-year-olds in the U.S., outpacing the likes of Instagram, Facebook and Netflix.
“There is no doubt about the enormous impact platforms like TikTok, YouTube and Meta have on media consumption in the US,” noted Rua Aguete, also commenting on the significant audience overlap: 92% of TikTok users use YouTube monthly, with 61% engaging daily.
“Should a TikTok ban occur, it’s likely that millions of users would increase their engagement with YouTube and Meta platforms, Facebook and Instagram, rather than switch to new apps. Although, of course, new apps have been benefiting from the possible ban,” Rua Aguete said before TikTok’s reprieve by Donald Trump.
Rua Aguete also underlined TikTok’s cultural resonance within Hispanic communities in the U.S., with Hispanic users engaging with the platform more frequently than non-Hispanic users.
“[For people] under 35, TikTok and YouTube are the leaders. This was the reality – until now. Also, 17% of people between 55 to 64 in the U.S. said they were using TikTok, so we cannot say it’s just for teenagers,” she observed.
“All of [TikTok] revenues are via advertising. It’s $63 billion. If you compare it to Netflix, Meta or Disney, it’s quite shocking.”
Another key trend is the shift in viewing habits. While TikTok, Facebook and Instagram usage “remains heavily mobile-centric,” 52% of YouTube viewing in the U.S. now occurs on TVs, and it’s a figure that continues to grow.
“People don’t realize YouTube is not just a mobile phone app,” she noted.
SVOD subscriptions are expected to grow from 154 million in 2024 to 174 million in 2025. 48% of SVOD revenues in Latin America come from Netflix, she revealed, followed by Disney (12%) and Paramount (8%). Mexico and Brazil remain the key markets fueling Netflix’s growth.
“Many people keep criticizing Netflix, but it is, and will be in the next five years, the No. 1 player in the world. In Latin America, it’s really, really powerful. It has been investing a lot into Spanish content and Spanish originals.”
To sum it up, “Netflix is strong, TikTok is strong, YouTube is strong.” Another interesting find? Latin America is emerging as one of the world’s highest growth regions, expected to grow by 9.4% this year to reach $55 billion at the end 2025. Although the U.S. remains the largest market, it will grow by 3.3% in 2025 – less than the global growth rate.
“The region has a lot of potential,” said Rua Aguete.
While a lot of subscriptions around the world will come from partnerships next year – “Everyone needs each other” – FAST revenues are rising, expected to reach $11.7 billion globally by 2029, with the U.S. leading at $9.4 billion. In Latin America, such revenues might grow from $231 million in 2024 to $569 million by 2029.
“With FAST, maybe the numbers are not as impressive, but it’s going to double. Which are going to be the big countries? Outside of the U.S., Brazil will overtake Canada as the second biggest player after the U.K..”
Finally, pay TV still refuses to go away.
“In the U.S. it’s declining, but in some countries it’s still really important. My message is this: You still need to speak to pay TV players. Don’t ignore them,” added Rua Aguete.
The Streaming Wars is intentionally ad-free
We don’t run display ads. Not because we can’t, but because we don’t believe in them.
They interrupt the reading experience. They cheapen the work. And they burn advertisers’ money on impressions nobody actually wants.
So we chose a different model.
We say the things people in this industry are already thinking but don’t say out loud. We connect the dots beyond the headline and focus on explaining why things matter to the people working in this business.
If you believe industry coverage can exist without clutter and interruption, you can support it here → SUPPORT TSW.
Support is optional. But it directly funds research and continued coverage — and helps prove this model can work.
Support TSW →
