TikTok Usage Stalls Among Teenagers: Analyzing the Data

According to data from Forrester's 2023 Youth Survey, TikTok remains the preferred platform among Gen Z users, although its usage rate among teens has plateaued. However, there is notable growth in the adoption of Reels and Shorts, with nearly a third of teens using them at least once a week.

The survey findings indicate a slight decrease in the percentage of teens using TikTok weekly, from 69% in 2022 to 68% in 2023. Nonetheless, this percentage is still significantly higher than the 63% recorded two years ago. In a surprising turn of events, TikTok has surpassed YouTube, its main competitor, in terms of weekly usage among teens. YouTube's weekly usage dropped by three points year-over-year (YoY), settling at 66%. This firmly establishes TikTok as the leading platform among this demographic.

Mike Proulx, vice president and research director for Forrester's CMO practice, mentioned in an email to Our Website that TikTok has gained immense popularity in the last three years, positioning itself as the most utilized social media platform among American teenagers.

Short form wars

The Forrester 2023 Youth Survey was conducted with a sample size of almost 5,000 teenagers aged 12-17 from the United States. This extensive survey took place over the duration of July to September. For the past three years, the company has consistently monitored the weekly utilization of various social media platforms.

TikTok has emerged as a popular platform for both marketers and teenagers, despite facing potential bans in certain states like Montana. In fact, 75% of marketers expect to increase their investment in the platform. The success of TikTok lies in its short-form video format, leading to an average of 150 million monthly active users in the U.S. Users spend an average of 1.5 hours on TikTok every day. According to Proulx, it is predicted that TikTok will dominate the majority of linear TV budgets for marketers targeting Gen Z by 2024.

The success of TikTok has inspired the creation of similar platforms. Established companies like Meta and Alphabet have entered the short-form market, with Instagram introducing Reels and YouTube launching Shorts. These alternatives have gained popularity rapidly. Reels has witnessed an 11 point year-on-year increase in weekly usage, reaching 30% according to Forrester. YouTube Shorts has also seen a similar rise, jumping six points to reach 15%.

According to Forrester's data, TikTok's usage reached its peak in 2022 and has since leveled off in 2023," stated Proulx. "TikTok remains the dominant platform in the pureplay short-form video market, although Reels has gained traction."

However, according to Forrester, TikTok is not in direct competition with Reels and Shorts. Instead, TikTok is competing with Instagram and YouTube, as Reels and Shorts have been seamlessly integrated within their respective platforms. This could be the reason why TikTok is currently testing longer upload options.

Short video, meet AI

According to the report, AI plays a vital role in the expansion of Reels. Meta's Q3 earnings report reveals that Reels contributed to a more than 40% rise in time spent on Instagram. The success of Reels can be attributed to Meta's AI-powered recommendation algorithm. With Reels experiencing rapid growth, Instagram could serve as a viable option for marketers in the event of a TikTok ban in the U.S. Moreover, this emphasizes the importance for marketers to diversify their platforms and not rely solely on one.

“It’s an important reminder for brands to diversify their short-form video spend and not rely on just one platform,” said Proulx