TikTok already has Instagram beat in total minutes per day that US adults spend on the platform and will pass Facebook in 2025, according to our forecast. And those figures don’t account for the amount of time teens are spending on the platform.
Both Facebook and Instagram are ahead of TikTok in number of US users, with 177.9 million and 135.2 million, respectively, compared to TikTok’s 102.3 million. But TikTok has more US Gen Z users (45.8 million) than Facebook (30.9 million) or Instagram (45.5 million), according to our forecast.
Expect TikTok to continue to shape trends, especially for young people.
3. But ad spending still heavily leans toward Meta