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?

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

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Debra Aho Williamson


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

"Behind the Numbers" Podcast