This is especially true for young users who are now entering a new busy time of life known as adulthood.
AdvertisementAfter demolishing the competition from 2020 through the first half of 2022, TikTok's DAU growth rate has collapsed.
One interesting theory is that TikTok users are growing up and taking on new responsibilities that leave less time to watch videos.
If some of TikTok's core users can no longer afford to spend an hour a day on the app, that's not good for business.
This is not just meThe Wall Street Journal recently interviewed a few TikTok users in their 20s.
Persons:
—, TikTok, it's, Brielle, There's, I'd, she'll, Keilah Bruce
Organizations:
Service, Evercore, YouTube, Facebook, Street Journal, Intelligence, Street
Locations:
TikTok