TikTok has already surpassed YouTube, Twitter, Instagram and Facebook in time spent by US adults on each platform. The social network is now right on Netflix’s heels, according to a study published Thursday Inner intelligence. The site, from a Chinese group called Bite Dance, initially won over younger people, but adults have also adopted it widely, especially during the pandemic.
This year, “TikTok users between the ages of 25 and 54 – ‘Millennials’ and ‘Gen Xers’ – will spend more than 45 minutes a day on the app. Social networks”, the cabinet indicates.
read more: TikTok warns young users after one hour of use
In 2024, Inner intelligence It predicts that TikTok users over 18 will spend an average of more than 58 minutes per day, trailing Netflix (62 minutes) and YouTube (48.7 minutes).
The “second screen” phenomenon
Efforts by California social networks to adopt a short-lived, viral video service have had mixed results, study finds. On YouTube, the “shorts” aren’t “shaking things up”. Meta’s “reels” (Facebook, Instagram) have had some success, but time spent watching them cannibalizes time spent on other formats, the main feed and “stories,” which show more ads and bring in more money for the team.
The report also mentions the “second screen” phenomenon: “Viewers are often on TikTok while Netflix is playing in the background. Advertisers considering buying ads on Netflix should be aware that some viewers may be distracted to the point of abandoning their streaming schedule.”
To read: Should TikTok also be banned in Switzerland if accused of espionage?
A platform that worries elected officials
These statistics show the importance this application has taken in the United States – it claims more than a hundred million users in this country. But his membership in the Bite Dance worries many elected officials. They fear Beijing will use it to gain access to classified data or manipulate public opinion.
TikTok has denied it for years, but tensions between the two countries and, more recently, the downing of a Chinese spy balloon have sparked calls to stand firm against China.
Read again: Will TikTok meet the Huawei-style fate?
On Wednesday, a bill that would lead to a total ban on the stage in the US passed a major milestone in the US Congress. On Monday, the White House ordered federal agencies to ensure their officials’ devices disable TikTok within 30 days after its ban was enacted into law in late December.
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