The future of (US) TikTok Implications for the social marketplace
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TikTok has played a significant role in digital culture over the last five years, driven largely by pandemic-era adoption and knock-on effects. From marketing strategies to viral trends, it has become inextricable from Gen Z culture. Yet it now faces risk of disruption in the US and possibly beyond as a result. The main winners of this disruption will be its main competitors, Instagram Reels and YouTube Shorts. However, others could stand to benefit as they snap up TikTok’s other use cases, and there is opportunity for a new player on the scene. A surprising winner could simply be offline activity, as the culture TikTok became the online translator for simply continues IRL, driven by a desire to reduce screen time and the lack of an ‘on-the-pulse’ platform to post to.
Key data and insights in this report:
- Top reasons audiences engage with social platforms, Q3 2024, global
- Weekly active user penetration of social app features, Q4 2024, global
- Top reasons why audiences mainly use their social platforms, Q1 2024, global
- Should TikTok leave the marketplace, how its closest competitors will expand into the gap
This report sources data from:
- MIDiA Research Consumer Survey Q1 2024, Total-9,000 (US-1000, UK-1000, Australia-1000, Canada-1000, Germany-1000, France-1000, Poland-1000, Turkey-1000, South Africa-1000)
- MIDiA Research Consumer Survey Q3 2024, Total-9,000 (US-1000, UK-1000, Australia-1000, Canada-1000, Germany-1000, France-1000, Netherlands-1000, Japan-1000, Mexico-1000)
- MIDiA Research Consumer Survey Q4 2024, Total-9,019 (US-1002, UK-1000, Australia-1001, Canada-1000,Germany-1006, France-1008, Sweden-1000, South Korea-1001, Brazil-1001)
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