TikTok and Netflix dominated 2024.
(Here’s what the numbers reveal)
By the end of 2024, TikTok generated ~$8B in U.S. ad revenue and surpassed 1.9B monthly active users globally, including 145M users in the U.S. 
What’s even more shocking? TikTok brought in $63.3B globally in ad revenue – nearly DOUBLE YouTube’s $33.3B. 
Omdia Research highlights that platforms like TikTok, YouTube, and Meta are now THE go-to for media consumption in the U.S., especially among 18-35-year-olds.
But here’s the kicker:
92% of TikTok users also use YouTube monthly.
61% of TikTok users engage daily.
In Hispanic communities, TikTok has become even more culturally significant, with engagement outpacing non-Hispanic users.
And it’s not just mobile: 52% of YouTube viewing in the U.S. now happens on TV. 
Meanwhile, Netflix continues to dominate in Latin America, holding 48% of SVOD revenues in the region. Mexico and Brazil are fueling its growth, especially with a focus on Spanish content and originals.
What’s the lesson here?
Platforms like TikTok, YouTube, and Netflix aren’t just strong – they’re reshaping how we think about video and ad revenue.
Latin America is emerging as a key growth region, growing by 9.4% in 2025 to hit $55B.
Curious: Do you think TikTok will continue its dominance, or is there room for challengers?