TikTok has seen a decline in its share of U.S. social media usage, dropping from 34% to 29% in late 2024. This shift accompanies an overall reduction in social media time spent, decreasing from 7.9 hours to 6.5 hours weekly. While platforms like YouTube Shorts and Facebook Reels are gaining ground, the specifics behind TikTok's downturn remain unclear. Factors such as changing user demographics, competition, and potential political issues could be influencing this trend, marking a notable shift since TikTok's meteoric rise during the pandemic era.
Even before a disruption in January caused by a looming U.S. ban, TikTok's domination of video-based social media usage had started to wane.
The average time spent using social media apps per week dropped from 7.9 hours in the fourth quarter of 2022 to 6.5 hours in the fourth quarter of 2024.
Collection
[
|
...
]