TikTok's growth rate stalls

Some users who started using the app in their teens are now young adults - and no longer have time for endless scrolling

Mar 13, 2024

By one important measure, TikTok didn't grow in the final quarter of 2023. In the U.S., it actually went into reverse. This is shocking for an app that has experienced rocket-ship expansion since the Chinese tech giant ByteDance launched it in 2016. The question is why?

Key takeaways

  • TikTok's US average monthly users between the ages of 18 and 24 declined by nearly 9% from 2022 to 2023, The Wall Street Journal reported recently, citing analytics firm Data.ai;
  • "Time spent" has been the part of TikTok's business that really caught investors' attention. US adults were expected to spend about an hour a day in 2024 on TikTok, more than YouTube, according to eMarketer estimates;
  • The Wall Street Journal recently interviewed a few TikTok users in their 20s. They tell a similar story: They started noticing that TikTok, in particular, got in the way of sleep, work, household chores, and relationships.

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