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While this premise may not sound particularly appealing to internet users over the age of 35, the platform has proven to be highly successful with younger audiences. TikTok allows users to create, edit, and share short-form video clips that are jazzed up with filters and accompanied by the latest music trends. What makes the app a global phenomenon, however, is its age demographic. At the beginning of 2022, Ireland and the Nordics experienced an increase in TikTok downloads in Google Play Store, while iOS devices saw an increase in downloads in Latin America and Nigeria. dollars on the short video app? As of January 2022, the United States and Indonesia had the largest TikTok audiences with 131 million and over 92 million users engaging with the popular social video platform, respectively. Whether it is professionally produced or user-generated – online video content is proving vastly popular with social media consumers, and it is, therefore, expanding across established platforms like Instagram and serving as a springboard medium for newcomer applications like TikTok.īut who are the millions of users flocking to TikTok and spending over 824 million U.S. In 2020, mobile users spent a large amount of time with mobile apps, and while usage rates have been normalizing in 2021, social media platforms still account for the biggest share of users’ demand. This phenomenon was especially underlined during the coronavirus pandemic, with quality, storytelling, and accessibility standing out as main reasons to watch short videos. It also reflects recent changes in internet user behavior, such as shorter attention span resulting in short-form video platforms becoming major players. TikTok’s immense popularity mirrors one of the most significant technological trends of the past decade, the shift from desktop to mobile.

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User figures have soared and continuously increased on both Android devices and iOS devices, reaching over 30 million and 120 million monthly active users in January 2022, on the respective platforms. While TikTok app downloads slowed down during the first half of 2021, the popular video app still ranks as one of the leading apps in the Google Play Store and the Apple App Store worldwide. In July 2021, TikTok reached the milestone of three billion downloads worldwide, despite being banned in India the previous year and losing a considerably large audience.