TikTok , you’re on the clock.

A new study from Ampere Analysis has found that YouTube is the most popular social-media destination for viewers of microdramas , with nearly half (44 percent) of those who have consumed the trendy format doing so on YouTube. While vertical video may feel like the domain of TikTok (and to some degree it is: TikTok captures 38 percent of all microdrama views), YouTube’s sheer scale makes it so difficult to overcome. In September, YouTube accounted for 12.6 percent of all “TV” usage, according to Nielsen. Netflix was second with 8.3 percent — no one else claimed even five percent.

TikTok , you’re on the clock.

A new study from Ampere Analysis has found that YouTube is the most popular social-media destination for viewers of microdramas , with near

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