The average TikTok user spends 95 minutes on the app per day

Why TikTok's algorithm is likely driven by what you linger on

While the inner workings of the engine driving the vast majority of the app's engagement remain a secret, it is understood to rely heavily on what content users spend the most time watching rather than swipe past. Experts believe the app can develop user profiles robust enough for its algorithm to consistently match engaging content to in as little as two hours.

TikTok intentionally keeps users scrolling, something researchers have found makes it more addictive than other short-form video platforms.

Less than half of TikTok's US users have posted a video

Like most platforms, content is driven by a small number of active users—in TikTok's case, 25% of accounts are responsible for an estimated 98% of content posted.

TikTok boasts nearly 1.8B monthly users

The app has surged in popularity recently, with usage surging during the COVID-19 pandemic. Those users have generated high revenues, too, with over $23B in 2024.

TikTok is one of the fastest-growing social media platforms of all time

Centered around user-generated short videos, the platform was created by the Chinese technology company ByteDance Ltd. With over 1.8 billion users, the app has become a global force.

Roughly 62% of US adults under 30 say they use TikTok

A Pew Research Center publication reports that most members of Gen Z use the app. That's significantly more than other age groups: 39% for those ages 30 to 49, 24% for those 50 to 64, and 10% for those 65 and older.

TikTok explained: how the app became a global phenomenon

Since 2018, the short-form, video-sharing app TikTok has gone from launching in the US to becoming a habit-forming cultural force that’s signed up more than half of the country's population as users.

Explore internet usage data, including how humans consume 1.2 billion years of content yearly

About half this time consists of content from social media platforms, where the average user spends about 18.5 hours weekly. An estimated $3.66T was spent on consumer goods by online shoppers in 2025, though nonconsumer goods, such as flights and hotel stays, greatly increase this estimate.

TikTok's personalized algorithm activates the brain's reward system

A 2025 Washington Post study found that 75% of the TikTok users it studied nearly doubled their time spent on the app within a month. Experts in design and psychiatry say this is due to the app's interface and algorithm, which, after learning about the user's preferences, recommend videos more likely to activate that person's dopamine reward system than non-personalized suggestions.

TikTok can turn everyday users into stars

TikTok is such a cultural force, it’s now a platform for turning ordinary users into stars. This "Planet Money" podcast episode performs a deep dive into how Tai Verdes went from working a day job and dreaming of becoming a successful musician to using TikTok to gain a following.

What Trump's second 75-day extension means for TikTok sale

After President Trump took office in January 2025, he offered TikTok the opportunity to find a US company to buy the app within 75 days. In the meantime, the app continued operating. In April, Trump extended that deadline by an additional 75 days. This BBC article breaks down what that means for the company's potential buyers and for its users.

A timeline and visuals on TikTok's rapid growth

The app that would become TikTok is known as Douyin in China, and this article recounts its history, acquisition of rival Musical.ly, and rebranding ahead of its lightning growth. One visualization shows how quickly TikTok reached 1B users.

How TikTok ate the internet

TikTok is now deeply integrated into American culture, thanks to the app’s powerful algorithm and focus on entertainment which have influenced popular trends and social media content consumption in the US. This immersive piece highlights TikTok’s role in helping shape everything from music to fashion and even politics in the US—while its connection to China has also drawn scrutiny and raised national security concerns.

The TikTok sale went through in January 2026

The app's ownership is now majority American, though TikTok CEO Shou Chew, who is Chinese, remains on the board of directors. It's unclear what, if anything, has changed for American users, as the company has historically kept the specifics of its algorithm a secret.

TikTok isn't factored into a song's rank on the Billboard charts, but it can have an impact

Billboard ranks a song's chart position based on its radio airplay, its physical sales, and its streaming numbers (across Spotify and other platforms), but doesn't include user-generated content, meaning it doesn't include TikTok videos. Keith Caulfield, Billboard's managing director of charts and data operations, notes that TikTok still has an impact, though, because listeners will often stream the app's most popular songs on other platforms.

Most memes now begin on TikTok

The website Know Your Meme looked at the data for 700 to 1,400 memes uploaded to the platform each year from 2010 to 2022. In 2010, a majority of memes began on YouTube (34%) or 4chan (28%), but by 2022 most were starting on TikTok.

TikTok CEO Shou Zi Chew on its future

TikTok CEO Shou Zi Chew dives into how the trendsetting video app and cultural phenomenon works, from what distinguishes its algorithm and drives viral videos, to the challenges of content moderation and digital addiction in this wide-ranging conversation with the head of TED, Chris Anderson.

YouTube occupies more US screen time than Netflix

As consumers continue to shift their viewing activity away from traditional cable and broadcast TV, they’re spending an increasing amount of time streaming content, much of it on YouTube. In fact, Nielsen data from August 2025, shows that YouTube accounted for 13.1% of US screen time, compared to Netflix’s 8.7%.

How to read the news on TikTok

There's plenty of news on TikTok, but that doesn't mean it's all reliable. This guide, written by a communication technology professor, breaks down the ways the app's algorithm delivers news. It also covers how users can determine whether or not a story is factual or misleading. Most strikingly, the professor warns readers that if they didn't search for a TikTok video, then "it probably found you."

TikTok's top 10 users have over 1B followers

Influencers like Charli D'Amelio and MrBeast, as well as more traditional stars like Dwayne "The Rock" Johnson, produce content that keep people scrolling.

X is a social media platform focused on real-time communication and content sharing

Users post and interact through short messages known as tweets. As of February 2025, X receives over 4.83 billion monthly visits, with users spending an average of 34 minutes daily on the platform.

What Trump's executive order provides TikTok

Just a few days into his second term, President Trump paused the US law banning TikTok through an executive order. While that may sound like an all-out reversal, it's more of a time out, granting ByteDance an additional 75 days to find a US-based seller. This resource breaks down what Trump's executive order provides the Chinese company and what it might mean for the future of the app.

Music today is often intended to circulate on social media

Artists are increasingly using TikTok and other short form video platforms as a space to promote their music. One scholar notes this emphasis, and connect it to Taylor Swift's early use of social media to promote her own work and brand.

See the average daily volume of data processed by the internet, from emails to Zoom meetings

During February 2025, over 333 billion messages were sent via email every day, or approximately 231,400,000 per minute. Over 150 million hours were spent daily on Zoom meetings worldwide, but almost 10 times that amount of video content was streamed in the same timeframe.

Understanding TikTok-owner ByteDance's business model

ByteDance has ridden TikTok's major success to become the world's most valuable startup. This deep dive showcases some of the company's smartest moves and tactics, and where it's headed next.

TikTok's 'sonic logo' imprints the app's identity across platforms

As the app's popular videos spread to other platforms like Instagram and Reddit, the company sought a way to alert viewers that the content originated on TikTok. They decided on the sonic logo that now acts as a bumper on all of its shared videos, to attract users.

Trump has extended TikTok's sale deadline three times

In 2024, US lawmakers passed a requirement for parent company ByteDance Ltd. to sell TikTok or face a ban in the country, which the company challenged in court. In early 2025, the law took effect, though President Trump paused it three separate times, affording the company more time to sell.

Visualizing how American men and women spend every hour of the day, by decade of life

Drawing on three years of Census time-use data, the tool tracks 12 activities—sleep, work, housework, caregiving, TV, and more—across age groups from the 20s through 70s. One persistent gap: women spend 45 more minutes per day on housework than men on average.

TikTok doesn't exist in China

TikTok is owned by the Chinese company ByteDance Ltd., yet only the platform’s sister app Douyin is available in China. That's because the Chinese government regularly censors Douyin—something ByteDance likely believes would degrade TikTok, its international app.

How to catch a TikTok thief

Someone took a 10-second clip of a parody video made by Hugh Clegg and posted it to TikTok, where it racked up millions of views. The uncredited clip meant viewers assumed it was owned by the uploader, an assumption Clegg was eager to rectify. His messages and comments had no real effect outside of earning him temporary bans for "spamming." So he decided to moonlight as a private eye.

TikTok is changing the building trades

Plumbers, welders, and general contractors are meeting their customers on TikTok. This article delves into the growing group of tradespeople documenting their work (and advertising their services) on the popular app. The profiled workers are convinced this is the new way to sustain a life in the trades.

In 2025, ByteDance agreed to sell the app's US branch

In 2024, US lawmakers passed a requirement for parent company ByteDance to sell TikTok or face a ban in the country, which the company challenged in court. After several extensions granted by President Trump, ByteDance agreed to sell the company's US branch to a group of US investors, including Oracle, which will oversee the app's security and cloud computing.

Meta has reported WhatsApp users send over 100 billion messages daily

Across 180 countries and 60 languages, approximately billion users use the messaging app every day, with about 400 million in India, WhatsApp's biggest market. In some countries, the app has gone beyond messaging, enabling users to schedule doctor's appointments, conduct real estate deals, and provide direct-to-consumer sales.

TikTok's algorithm has changed the way hits are made

Songs aimed at TikTok's algorithm—designed for viral dances or soundtracking common experiences—often find success on the Billboard charts. An early example was Lil Nas X's "Old Town Road," which used his memes and a country-trap beat from the Netherlands to rise to the top of the Billboard charts.

Facebook dominated US social ad spend in the first half of 2024

This data visualization shows the social media platforms where advertisers spent the most money in the first six months of 2024, with Facebook leading the pack taking home 36.3% of US social ad spend.

Why TikTok loves Rainer Maria Rilke

It seems like an odd fit: A social media app known for bite-sized videos and a long-dead Austrian poet. Despite the odds, Rilke, especially his famous "Letters to a Young Poet," has become an unexpected trend on TikTok, where influencers share his wisdom on creativity and self-discovery.

US lawmakers banned TikTok in 2024 for security purposes

After years of concerns about ByteDance Ltd.'s affiliation with the Chinese government, Congress passed a bill banning TikTok in the US. The main argument favoring the ban is that Beijing could use the wildly popular app to run foreign influence campaigns. Americans opposed to the ban say the law will negatively impact the livelihoods for TikTok shops and influencers.

In 2022, there were 4.2 billion social media users across the globe

Among them were 200 million creators. Linktree, a company that helps create links in people’s social media bios (and much more), gathered the most important numbers from 2022 to get a more accurate picture of what the creator economy looks like, numerically speaking.

See who Americans spend time with over their lives

Time with friends peaks in the teens and falls sharply by the 30s, while time with coworkers dominates middle age. After retirement, both nearly vanish, and time spent alone climbs steadily to nearly 8 hours a day by age 80.

A creator economy timeline

Long before anyone memorized a TikTok dance, the creator economy began with regular people blogging about their personal lives. Eventually, it snowballed into the creator economy we know today. The Washington Post created an interactive timeline to help visualize how the creator economy got from point A to point B.

In 2018, Tencent's market capitalization hit $580B, surpassing Facebook (now Meta) for the first time.

Why TikTok loves fast-casual restaurant Chili's

The company noticed TikTokers posting enthusiastically about its food and began partnering with creators on the platform. The videos include mukbangs, a South Korean trend in which users eat a massive amount of food, and #cheesepulls, where Chili's mozzarella sticks are stretched to their limits.

Explore Wikipedia, but TikTok-style

Wikipedia's vast trove of information can be a bit dull to navigate. This homemade website takes real Wikipedia pages and places them in a swipeable format similar to TikTok, so you can learn about very random things in a similar mode as the culture-shifting TikTok app. Check it out here.

Meta Platforms Inc., which owns both Facebook and Instagram, is the largest social media company in the world.

Douyin is a dominant channel for government propaganda

Driven by strict censorship rules, ByteDance Ltd. spun off TikTok from its sister app Douyin—the version available in China—in order to flourish in international markets. This “60 Minutes” report compares the apps side by side.

A major dopamine hit from social media use comes from unpredictability—not knowing if the content users post or share will get the 'like' from other users, triggering cycles of anticipation similar to those experienced with a slot machine.

Excessive social media use is linked to feelings of increased isolation, mental health declines, increased stress and general dissatisfaction among teens.

The top three US dating apps by market share are Tinder, Bumble, and Hinge

While Tinder took up about 25% of US dating app market share as of 2024, Bumble wasn't far behind at 24%. Up-and-comer Hinge sat in third place with 18% of US market share.

Americans consume 8.3 billion calories of turkey on Thanksgiving

Individuals consume an average of 3,150 to 4,500 calories at the meal, which takes the average male 10 hours to burn off.

A small fraction of creators make money on YouTube

YouTube has become one of the world's leading entertainment platforms almost entirely on the back of users who upload their own content. An estimated 3.7 million new videos get uploaded to YouTube each day, but only a small, very popular fraction are able to make money from their content.