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EMARKETER

US TikTok Usage and Time Spent 2025

The App Remains Popular, but Instagram and YouTube Are Becoming Bigger Threats

Report by Minda Smiley  |  Jun 30, 2025
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Table of Contents
Executive Summary
TikTok’s user growth is outpacing its social rivals despite ban disruptions
TikTok is still the king of time spent—for now
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
TikTok will see healthy user growth this year in the US, even as its future remains unclear. User time spent on the app is falling YoY, but it still leads other social networks. However, it’s facing more competition from Instagram and YouTube.
Topics
Generation Z
Social Media Marketing
Social Media Usage
US
Table of Contents
Executive Summary
TikTok’s user growth is outpacing its social rivals despite ban disruptions
TikTok is still the king of time spent—for now
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery

TikTok will see user growth in the US even as uncertainty surrounding the ban continues. But it’s facing increased competition from Instagram and YouTube, and time spent on the app among users is falling YoY.

Key Question: What does TikTok usage in the US look like right now?

User Time Spent on TikTok Is Falling—but It's Still Ahead of Other Social Networks
E-Mail ChartDownload

Key Stat: TikTok users will spend an average of 52 minutes on the app this year, according to our forecast, marking a 6.9% decline YoY—but it’s still far ahead of other social networks.

This report can help you: Develop media strategy and allocate budget for campaigns (brands, agencies)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. TikTok’s user growth is outpacing its social rivals despite ban disruptions
    3. TikTok is still the king of time spent—for now
    1. Recommendations for marketers
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    User Time Spent on TikTok Is Falling—but It's Still Ahead of Other Social NetworksTikTok Continues Seeing YoY Growth in the US, but It’s Slowing, (millions of US TikTok users and % change, 2025-2029)
    Instagram Is Seeing Bigger Gen Z User Gains Than TikTokInstagram Is the Platform of Choice If TikTok Ban Actually Goes Into Effect
    Teen TikTok Users Spend More Time on the App Than Instagram and YouTube CombinedUser Time Spent on TikTok Is Falling—but It's Still Ahead of Other Social Networks
    TikTok Far Surpasses YouTube In Terms of Time Spent Among Users 24 and Under

    Interviewed for This Report

    Yi Chen
    Media by Mother
    Comms Strategy Director
    Interviewed June 10, 2025
    Rob Lewis
    Good Conduct
    Co-Founder, Executive Creative Director
    Interviewed June 11, 2025
    Whitney Wolf
    Superdigital
    Head of Strategy and Marketing
    Interviewed June 11, 2025

    authors

    Minda Smiley

    Contributors

    Rahul Chadha
    Director, Report Editing
    Vladimir de Leon
    Chart Editor
    Jasmine Enberg
    Vice President and Principal Analyst
    Donte Gibson
    Senior Charts Editor
    Zach Goldner
    Senior Forecasting Analyst
    Kyndall Krist
    Senior Copy Editor
    Oscar Orozco
    Senior Director, Forecasting
    Matt Torpey
    Senior Chart Editor
    Paul Verna
    VP, Content
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