This article originally appeared on Business Insider.
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? A few folks might be deleting the app. More likely: There are simply no more hours left in the day for people to watch more TikTok videos. This is especially true for young users who are now entering a new busy time of life known as adulthood.
Here’s the data. This chart is probably way more worrying for
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