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Contributor: PR Newswire New York
Friday, November 18 2022 - 20:03
Omdia research reveals TikTok advertising revenues will exceed META and YouTube's combined video ad revenues by 2027
LONDON, Nov. 18, 2022 /PRNewswire-Asianet/ --

New research from Omdia shows online video advertising will generate over 
$331bn in 2027 and 37% of those revenues will belong to just one company, 

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"Advertisers are beginning to move away from META and YouTube and towards 
TikTok to reach their vast follower base," said Maria Rua Aguete Senior 
Director in Omdia's Media and Entertainment practice group.

"In the USA, TikTok has overtaken other social media platforms to become the 
most popular place to watch videos. Our trackers for social media viewing time 
show that consumers spent more than half an hour on TikTok in 2022. Last month, 
our research showed TikTok leapfrogged Netflix to become the second most 
popular app in the US, with only YouTube retaining the crown for under 35s 

TikTok reached a critical mass very quickly and has become popular with the 
young consumer market, a sought-after demographic by advertisers. This market 
has been traditionally hard to reach via channels such as traditional linear TV 
and other social networks.

According to Omdia research, the sector is heading for a positive trajectory 
with total global media revenue expected to surpass a trillion dollars by 2027.

Following suit across the globe, TikTok has been very successful in China with 
ecommerce integration. This activity is expected to continue with the platform 
seeking to recreate in other regions across APAC by establishing partnerships 
with regional ecommerce players.

A closer look at the research shows that Netflix will generate $7.4bn in 
revenues in 2027, equating to 2% in the online video advertising market.

Meta on the other hand has not fared well from Apple's privacy restrictions 
implemented last year. Advertising on Meta lost its effectiveness which caused 
many brands to divert their advertising budgets elsewhere.

Aguete concludes: "TikTok's journey has been very interesting and it's clear 
that their model works. This is a platform which offers a huge audience reach 
and potential to advertisers which cannot be ignored."


Omdia, part of Informa Tech, is a technology research and advisory group. Our 
deep knowledge of tech markets combined with our actionable insights empower 
organizations to make smart growth decisions.  Fasiha Khan / T: +44 7503 666806 
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