TikTok users are spending almost as much time on the platform daily as on Netflix. This has caused concern for authorities, particularly in Europe and the United States. According to a study by the Insider Intelligence agency, TikTok is now in close competition with Netflix.
TikTok will surpass Netflix watch time soon
The ByteDance-owned social network has already conquered Twitter, Instagram, Facebook, and YouTube in terms of daily time spent on the platform. This has made TikTok a real invincible in the vast world of social media. The platform is so addictive that in several countries, they are attempting to limit the screen time of its youngest users. This is proof that TikTok is not only in use by teenagers, but also appeals to millennials and generation X. Who will exceed 45 minutes of daily use of the platform by 2023, according to reports.
TikTok surpassed YouTube in the ranking of content platforms on which users spend the most time each day in 2021. Insider Intelligence predicts that users over the age of 18 will spend an average of 58 minutes per day on TikTok this year. Compared to 48.7 minutes for YouTube. Netflix, still the leader, would then be within range, with 62 minutes.
YouTube has tried to compete by introducing Shorts, like the Reels of Instagram and Facebook. And even facilitating access to monetization, but it has not fully succeeded. Reels, on the other hand, have been successful with the audience. But at the expense of other formats seen on the social networks of the Meta Group.
TikTok has remained faithful to its formula and even extended the duration of videos up to 10 minutes. This has attracted more creators, brands, and users, contributing to the increase in daily viewing time.
However, this stranglehold on social media has caused concern in Europe, where the Parliament and the European Commission prohibit their collaborators from using the application. In the United States, the outright ban of TikTok is gaining ground. With many elected officials fearing the mass of personal data that can be recovered by ByteDance and China. A bill that could give birth to a total ban on TikTok in the country is taking steps towards final adoption.
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TikTok may get a ban in the US
TikTok, the Chinese-owned social media app with over 1 billion users worldwide, is facing increasing scrutiny over concerns about its data collection practices. In the US, a recent vote by the House of Representatives Committee on Foreign Affairs has brought the app closer to a potential ban in the country. The McCaul Data Act, which would give President Biden the authority to ban TikTok in the US, was approved by the committee with a vote of 24 in favor and 16 against. The bill aims to address safety concerns around the app. With Chairman Michael McCaul stating that TikTok is “too dangerous” to be on members of Congress and children’s phones.
While the bill still has a long way to go before becoming law, the debate over TikTok’s safety and privacy concerns highlights the tension between national security and individual freedoms. TikTok has responded to the bill. Arguing that an American ban on TikTok would be a ban on exporting American culture and values to over 1 billion users worldwide. The app’s fate in the US remains uncertain, but the ongoing debate shows that the issue is far from over.
In conclusion, the popularity of TikTok is increasing at an alarming rate. Which is worrying authorities in Europe and the United States. TikTok’s success has posed a significant threat to other content platforms, and it remains to be seen whether it will overtake Netflix in terms of daily time spent on the platform. However, the increasing concern over data security and privacy issues may lead to further restrictions. Or even a total ban on the platform in certain regions.