Qualitative Comparison between TikTok and YouTube

Abstract

This study compared TikTok and YouTube users' perceptions and experiences of the two video-sharing platforms (VSPs). A thematic analysis of 351 survey responses revealed six key themes. TikTok's short videos and algorithm-driven scrolling were distinct features. TikTok was primarily used for entertainment, while YouTube served practical purposes, such as tutorials and music. YouTube featured longer videos, often used as background noise during other activities. Content length and platform algorithms influenced users' attention and satisfaction. Younger users, especially Generation Z, were drawn to TikTok's short, algorithm-curated content. YouTube attracted users with longer videos and individual searches. These findings offer theoretical and practical insights into gratification niches, competition, and the coexistence of TikTok and YouTube.