In just the U.S., consumption of TikTok is up 39 million hours a day compared to the second half of 2020 and first half of 2021 (i.e., after COVID normalization)

Slides: s067 Argument: UA005A Cluster: Competitive Threats And Substitutes Hub-Score: 0

Framing-Operationen

Macht sichtbar

TikTok's dramatic growth in watch time after COVID normalization period

Macht unsichtbar

Peak COVID usage patterns and comparison to other social video platforms

Naturalisiert

TikTok as a major force in video consumption landscape requiring comparison to gaming

Abhaengigkeiten

Haengt ab von

c004 Video games are losing an attention war within the 'Major Market 8'

Verifikation

Plausibel

PLAUSIBLE. eMarketer reported ~73.8M aggregate hours/day on TikTok for US adults in 2023. In H2 2020/H1 2021, TikTok had far fewer US users (~40-50M DAU vs. 80M+ now) and lower per-user time (~30-38 min vs. ~52 min). A rough back-calculation yields ~20-30M aggregate hours/day for that baseline, making a ~39M hour increase plausible. Sensor Tower's 2024 figure of 88M hours/day also supports the trajectory. The 39M figure is consistent with eMarketer trend data, though the exact baseline cannot be independently pinpointed.

Externe Quellen

eMarketer (via Backlinko) [Link] — US adults spent 4.43 billion minutes/day on TikTok in 2023 (~73.8M hours/day), a 5x increase since 2019
Sensor Tower [Link] — US TikTok users spent approximately 88 million hours/day on the app in 2024
eMarketer US TikTok Usage 2025 [Link] — Average 52 min/day per US TikTok user in 2025, down 6.9% YoY

Metadaten

Epistemischer Status: stated_as_fact
Evidenztyp: data_cited
Evidenzqualitaet: externally_checked
Themen: streaming, social_media, consumer_behavior