May 24, 2023
TikTok has become competitive with Netflix in terms of time American adults devote to watching it, after it previously surpassed YouTube, Twitter, Instagram and Facebook in this area, according to a study released Thursday, at a time when government and Congress intends to completely ban this popular application of the Chinese company. Intelligence insider said that the platform, owned by the Chinese group ByteDance, which previously attracted teenagers, has also become the subject of widespread interest from adults who have come to follow it, especially during the pandemic phase.

The report states that “TikTok users aged 25 to 54 — Millennials and Generation X+ — will spend (this year) more than 45 minutes a day browsing the app, far more than the time spent by users . in the age category in the following other social networks.

And TikTok has advanced in 2021 in terms of the time adults spend on each platform, on YouTube (Google), the giant in the sector.

Inside Intelligence predicts that TikTok users over 18 will spend an average of more than 58 minutes a day watching the app in 2024, less than Netflix (62 minutes) and more than YouTube (48.7 minutes).

The study notes that the efforts of American social networks to compete with TikTok’s short video service have not fully achieved the desired results.

Shorts on YouTube “didn’t get off the ground.” As for Rails videos from the Meta (Facebook and Instagram), they are enjoying some success, but the time users devote to watching them reduces the time they devote to other services on the two networks, namely the main newsletter. and “Stories”, which include more ads and thus generate more revenue for the group.

The report also addressed the “second screen” phenomenon, noting that “Netflix viewers often follow TikTok while watching Netflix.” And she believed that “advertisers considering buying ads on Netflix should be aware that some viewers’ attention can be distracted to the point that they stop watching the program” on the streaming platform.

These statistics show the importance of this app in the United States, where it has over 100 million users, according to what it confirms.

However, the network’s connection to ByteDance is worrying many US lawmakers, who fear Beijing will use it to obtain sensitive data or influence public opinion.

TikTok has denied this for years, but tensions between the two countries and the recent crash of a Chinese balloon believed to be for espionage have sparked calls to stand firm against China.

On Wednesday, a committee of the US House of Representatives voted on a bill to make it easier to ban TikTok in the House of Representatives.

On Monday, the White House ordered federal agencies to block TikTok on their employees’ phones and devices for 30 days.

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