TikTok: No Big Deal? Data Collection: No Big Deal Either
September 7, 2021
Here’s an interesting and presumably dead accurate statement from “TikTok Overtakes YouTube for Average Watch Time in US and UK.”
YouTube’s mass audience means it’s getting more demographics that are comparatively light internet users… it’s just reaching everyone who’s online.
So this means Google is number one? The write up points out:
The Google-owned video giant has an estimated two billion monthly users, while TikTok’s most recent public figures suggested it had about 700 million in mid-2020.
Absolutely. To me, it looks as if two billion is bigger than 700 million.
But TikTok has “upended the streaming and social landscape.”
How? Two billion is bigger than 700 million. Googlers like metrics, and that’s a noticeable difference.
I learned that the average time per user spent on the apps is higher for TikTok than for YouTube. TikTok has a high levels of “engagement.”
Google YouTube has more users, but TikTok users are apparently more hooked on the short form content from the quasi-China influenced outfit.
Advertisers will care. Retailers who want to hose users with product pitches via TikTok care.
Data harvesters at TikTok will definitely care. The more time spent on a monitored app provides a more helpful set of data about the users. These users can be tagged and analyzed using helpful open source tools like Bootleg.
Just a point to consider: How useful will time series data be about a TikTok user or user cluster? How useful will such data be when it comes time to identify a candidate for insider action? But some Silicon Valley wizards pooh pooh TikTok data collection. Maybe a knowledge gap for this crowd?
Stephen E Arnold, September 9, 2021
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