YouTube accounts for more than one-third of mobile internet download traffic, according to the latest data from Sandvine. The online video platform accounts for 37.0% of all mobile download traffic, far ahead of the Facebook platform, not including video content, in second-place.
TikTok, the emerging short-form video app, accounts for 1.5% of global mobile traffic and compares to more established platforms like Netflix (2.4%) and Facebook video content (2.5%). Its share may indeed be larger, as Sandvine reports they do not include a significant amount of data from China, where the platform originates.
More time spent watching mobile video content and quicker connection speeds may further TikTok's growth, which reached one billion app downloads in Q1 2019. As a result, media buyers are showing increased interest amid a rapidly expanding online video ad market.