Most Instagram and TikTok users are female, men prefer YouTube | WARC | The Feed

More than half of Instagram and TikTok's user base is female while YouTube's audience leans towards men, according to data from influencer marketing management company HypeAuditor.

Why it matters

YouTube, Instagram and TikTok this year are set to attract widespread investment from marketers, but each platform offers different audience demographics. More than half of Instagram (53.6%) and TikTok (56.8%) users are female but this drops to 43.4% on YouTube.

Takeaways