Time Spent on TikTok

Gen Zers Aren’t the Only TikTok Addicts—That’s Bad News for Meta, Snap, Netflix, and YouTube

Report by Debra Aho Williamson  | Feb 27, 2023
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Table of Contents
Executive Summary
YouTube and Netflix are losing ground to TikTok.
TikTok is dominating other top social platforms.
Meta and Snapchat aren’t holding Gen Z user attention like TikTok is.
Millennials and Gen X are gobbling up tons of TikTok videos, too.
Should you align your ad spending with user attention?
Behind the Numbers
Sources
Media Gallery
About This Report
The “TikTok generation” transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.
Topics
Time Spent with Media
US
Table of Contents
Executive Summary
YouTube and Netflix are losing ground to TikTok.
TikTok is dominating other top social platforms.
Meta and Snapchat aren’t holding Gen Z user attention like TikTok is.
Millennials and Gen X are gobbling up tons of TikTok videos, too.
Should you align your ad spending with user attention?
Behind the Numbers
Sources
Media Gallery

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?

How Has the Forecast for Average Daily Time Spent on TikTok by US Adult Users Changed? (minutes, 2020-2024)
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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%.

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Table of Contents

  1. Executive Summary
  2. YouTube and Netflix are losing ground to TikTok.
  3. TikTok is dominating other top social platforms.
  1. Meta and Snapchat aren’t holding Gen Z user attention like TikTok is.
  2. Millennials and Gen X are gobbling up tons of TikTok videos, too.
  3. Should you align your ad spending with user attention?
  1. Behind the Numbers
  2. Sources
  3. Media Gallery

Charts in This Report

How Has the Forecast for Average Daily Time Spent on TikTok by US Adult Users Changed? (minutes, 2020-2024)Average Time Spent per Day With Netflix, TikTok, and YouTube* by US Adult Users, 2019-2024 (minutes)
Average Time Spent per Day by US Adult Users on Select Social Media Platforms, 2023 (minutes)Average Time Spent per Day on Select Social Media by US Users Ages 18-24, 2019-2024 (minutes)

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authors

Debra Aho Williamson

Contributors

Jasmine Enberg
Principal Analyst
Evelyn Mitchell
Analyst, Digital Advertising & Media
Oscar Orozco
Director, Forecasting
Max Willens
Senior Analyst