VIP+ Analysis: Unpacking the usage trends driving a new TikTok trend that has young people watching TV and movies on the app.
entire TV episodes, series and movies in short video installments on the shortform video app, with some watching multiple times a week for hours at a stretch.
Indeed, user time on TikTok has surged so explosively it’s even overtaken YouTube in average time spent per day among U.S. adults, with its gap behind Netflix only narrowing as Netflix usage plateaus. Second-screen behavior was perhaps more benign when user activities were confined to checking email, shopping or idly scrolling social feeds when most posts were text- or image-based. Advertisers even found ways to interpret the behavior as a net benefit since it meant viewers were close to devices they could use for product research and purchases.
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