Instagram behind: Russians spend more time on TikTok in 2021

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Chinese short video platform TikTok has grown in popularity in Russia over the past year and surpassed its main competitor Instagram. This is a key metric for mobile applications: total visit time. This is evidenced by data for the first half of 2021, published by the analytical company App Annie as part of a regular report. Photo-sharing social network Facebook, which is now targeting vertical videos, closes the top 5 in the country.

TikTok ranks 4th (5th in other countries) in terms of engagement and is gradually approaching YouTube video hosting. The latter is traditionally the leader, and not only among the Russian audience, but in principle all over the world. Currently, people are spending more time on TikTok compared to YouTube in only two countries – the US and the UK. But only on an average monthly basis, which is quite understandable given the fact that YouTube has 2 billion active users, and TikTok has about 1 billion.

According to experts, in the first half of the year, users spent 740 billion hours in social and entertainment applications. This is 44% of the total time spent using applications, App Annie notes. The statistics have grown steadily over the past 3 years, having increased by 30% in the first half of 2021 compared to the first half of 2018.

Recall that in its category, TikTok has established itself as the most downloaded application in the world since 2020. Against the backdrop of major successes, the service decided to expand the limit on the length of uploaded videos to 5 minutes – the feature is already being tested. According to social media researcher Matt Navarra, in the near future, TikTok may even give more freedom and increase the limit to 10 minutes. This development will allow TikTok to take over YouTube territory and potentially take away some of its audience from Google.

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