On TikTok, about a third of the content we watched were ads — but it didn't always feel that way. Other users have complained on the site that they are receiving ads "all over their FYP" or ads "every 6 videos." We focused solely on TikTok videos and slideshows and excluded TikTok stories and TikTok livestreams — even streams that were explicitly there to sell products, like QVC. The key difference is that you scroll past a TikTok ad. Kristen Schiele, a USC Marshall School of Business professor, told Insider we could see an increased ad volume since advertisers push more ad content around the holiday season.

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Persons: TikTok, didn't, —, Hannah, Sebastian, TikTok livestreams, I'm, Trevor, I've, Kristen Schiele, Schiele, Soo Slick, Elizabeth Adeoye, Adeoye, she's, They've Organizations: Service, Intelligence, QVC, TikTok, Disney, USC Marshall School of Business, Amazon Locations: Southern California, Northern California, Bay, Nigerian