Brandwave

TikTok vs YouTube:Which is more popular?

In September 2026, YouTube had more branded searches than TikTok among social media platforms in New Zealand. YouTube had about 3.4 million branded searches, while TikTok had 388,000. YouTube made up 42.8% of all social media platform searches we track, and TikTok accounted for 4.9%. When we asked ChatGPT and Google AI Overviews about social media platforms, TikTok appeared in all five answers and YouTube in four. TikTok was mentioned before YouTube in three out of five answers.

Among social media platforms in New Zealand in September 2026

Who do people search for more?

YouTube, about 9 searches for every 1 for TikTok

YouTube 3.4M searchesTikTok 388K searches

Who does AI mention more?

TikTok, mentioned in every answer we collected

TikTok in 5 of 5YouTube in 4 of 5

Who does AI recommend more?

TikTok, named ahead of YouTube in 3 of 5 answers

TikTok first in 3YouTube first in 2

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Top social media platforms in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Facebook1st
  2. Instagram2nd
  3. TikTok3rd
  4. YouTube4th
  5. WhatsApp5th
  6. LinkedIn6th
  7. Reddit7th
  8. Snapchat8th
  9. Pinterest9th
  10. Threads–

Mentioned by AI

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

  • Facebook5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Instagram5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • TikTok5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • YouTube4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Reddit4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LinkedIn3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snapchat3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pinterest2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • WhatsApp2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Threads0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about social media platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand 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 ten social media platforms we track, month by month, from searches in New Zealand.

TikTok and YouTube among social media platforms in New Zealand, by month

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

View monthly share of searches table
MonthYouTubeFacebookInstagramTikTokPinterestRedditWhatsAppLinkedInSnapchatThreads
Oct 202542.9%30.2%8.7%4.1%4.7%3.4%2.1%2.5%1.5%<0.01%
Nov 202543.8%30.9%7.3%4.1%4.8%3.5%1.9%2.1%1.5%<0.01%
Dec 202544.8%31.6%7.4%4.2%4%3.5%1.6%1.8%1.1%<0.01%
Jan 202644%31.2%7.3%4.1%3.9%4.2%2%2.1%1%<0.01%
Feb 202643.8%31%7.2%4.1%4.8%3.5%1.9%2.1%1.5%<0.01%
Mar 202646.2%27.2%7.7%4.3%5%3.7%2%2.3%1.6%<0.01%
Apr 202642.9%30.7%7.1%4.9%4.7%4.1%2.1%2.1%1.5%<0.01%
May 202641.7%29.8%8.4%4.7%5.5%4%2.3%2%1.5%<0.01%
Jun 202642.4%30.2%7%4.8%5.6%4%2.3%2.1%1.5%<0.01%
Jul 202643.4%30.9%7.2%4.1%4.7%4.1%2.1%2.1%1.3%<0.01%
Aug 202642.2%30.2%7%4.8%5.6%4%2.3%2.5%1.5%<0.01%
Sep 202642.8%30.6%7.1%4.9%4.7%4.1%2.3%2.1%1.5%<0.01%

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

3 findings
  • YouTube was ahead of TikTok in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, TikTok’s share of searches among social media platforms in New Zealand moved from 4.1% to 4.9%, and its estimated monthly branded searches moved from 323K to 388K.
  • Across the 12 months ending September 2026, YouTube’s share of searches among social media platforms in New Zealand moved from 42.9% to 42.8%, and its estimated monthly branded searches held steady at 3.4M.

How did search popularity change for New Zealand social media platforms in September 2026?

2 changes

  1. In September 2026, YouTube gained share of searches among social media platforms in New Zealand, from 42.2% to 42.8%.

  2. In September 2026, TikTok rose from 5th to 4th among social media platforms in New Zealand.

How are branded searches counted?

24 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

12 branded search terms

  • tiktok
  • tiktok app
  • tiktok banned
  • tiktok dow
  • tiktok for you
  • tiktok leaked
  • tiktok mashups
  • tiktok porns
  • tiktok social media
  • tiktok studio
  • tiktok unblocked
  • tiktok view

YouTube

12 branded search terms

  • bluey youtube
  • open youtube
  • peppa youtube
  • youtube
  • youtube app
  • youtube c
  • youtube downloading
  • youtube home
  • youtube movies
  • youtube shorts
  • youtube social media
  • youtube studio

How the Brand Demand Index is measured

Other head-to-heads among social media platforms

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