Brandwave

TikTok vs YouTube:Which is more popular?

In September 2026, TikTok had more branded searches than YouTube among live streaming platforms worldwide. TikTok had about 450,000 branded searches, while YouTube had 90,500. TikTok made up 1.4% of all live streaming platform searches we track, and YouTube accounted for 0.28%. When we asked ChatGPT and Google AI Overviews about live streaming platforms, YouTube appeared in all five answers and TikTok in four. YouTube was mentioned before TikTok in every answer.

Among live streaming platforms worldwide in September 2026

Who do people search for more?

TikTok, about 5 searches for every 1 for YouTube

TikTok 450K searchesYouTube 90.5K searches

Who does AI mention more?

YouTube, mentioned in every answer we collected

YouTube in 5 of 5TikTok in 4 of 5

Who does AI recommend more?

YouTube, named ahead of TikTok in every answer

YouTube first in 4TikTok never first

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Top live streaming platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, YouTube appeared in all five answers. TikTok was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. YouTube was listed before TikTok in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. YouTube1st
  2. Twitch2nd
  3. TikTok3rd
  4. Kick4th
  5. Rumble–
  6. Trovo–
  7. DLive–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • YouTube5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Twitch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TikTok4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kick4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rumble0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trovo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DLive0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about live streaming platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is TikTok or YouTube more popular in search?

This chart shows how often people search Google for TikTok and YouTube by name. Each line represents a brand's share of searches for all seven live streaming platforms we track, month by month, from English-language searches worldwide.

TikTok and YouTube among live streaming platforms worldwide, by month

Share of searches by month for TikTok, YouTube. The figures are in the table below the chart.

View monthly share of searches table
MonthTwitchRumbleTikTokKickYouTubeTrovoDLive
Oct 202593.7%3.8%1.4%0.42%0.28%0.19%0.28%
Nov 202592.5%4.6%1.7%0.5%0.28%0.18%0.28%
Dec 202591.6%5.5%1.7%0.5%0.27%0.18%0.27%
Jan 202692.5%4.6%1.7%0.5%0.28%0.18%0.28%
Feb 202692.9%4.6%1.4%0.5%0.28%0.15%0.23%
Mar 202692.8%4.6%1.4%0.5%0.28%0.15%0.28%
Apr 202692.6%4.6%1.4%0.75%0.28%0.12%0.28%
May 202692.7%4.6%1.4%0.75%0.34%0.12%0.1%
Jun 202693.6%3.8%1.4%0.76%0.34%0.1%0.07%
Jul 202693.4%3.7%1.7%0.62%0.41%0.1%0.06%
Aug 202694.2%3.1%1.4%0.93%0.23%0.08%0.05%
Sep 202693.6%3.8%1.4%0.76%0.28%0.1%0.07%

How has the TikTok and YouTube comparison changed over the last 12 months?

3 findings
  • TikTok was ahead of YouTube in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, TikTok’s share of searches among live streaming platforms worldwide held steady at 1.4%, and its estimated monthly branded searches moved from 550K to 450K.
  • Across the 12 months ending September 2026, YouTube’s share of searches among live streaming platforms worldwide held steady at 0.28%, and its estimated monthly branded searches moved from 110K to 90.5K.

How did search popularity change for live streaming platforms worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for TikTok worldwide fell 18.2% over 12 measured months, from 550K to 450K in September 2026.

  2. Estimated monthly branded searches for YouTube worldwide fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using TikTok’s and YouTube’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

TikTok

1 branded search term

  • tiktok live

YouTube

1 branded search term

  • youtube live

How the Brand Demand Index is measured

Other head-to-heads among live streaming platforms

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