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About
Time Spent on TikTok
Gen Zers Aren’t the Only TikTok Addicts—That’s Bad News for Meta, Snap, Netflix, and YouTube
Executive Summary
The amount of time US adult TikTok users spend on the app is rising quickly. It’s well ahead of YouTube user time and closing the gap with Netflix. Our first-ever forecast for time spent on social platforms by age reveals what—and who—is driving the growth.
Key Question: Why is time on TikTok rising across all adult age groups, and what does that mean for video advertisers?
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KEY STAT: US adult users will spend close to 56 minutes per day on TikTok this year, exceeding our previous forecast by 18.7%.
authors
Debra Aho Williamson
Contributors
- Jasmine Enberg
- Principal Analyst
- Evelyn Mitchell
- Analyst, Digital Advertising & Media
- Oscar Orozco
- Director, Forecasting
- Max Willens
- Senior Analyst
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