Chinese-owned video app, TikTok recently announced that it would introduce a new feature that limits screen time for users under the age of 18.
The new feature is part of its plans to help people “stay in control” of their use of the app.
A recent report by a market tracker, Insider Intelligence reveals that adults in the United States are spending almost the same time on TikTok as they do on Netflix.
Time spent watching traditional television is falling and it is likely many TV viewers are “second-screening” with TikTok, Insider Intelligence reveals.
Streaming giant Netflix has seen a decrease in the time spent by US adults on the platform.
“The amount of time US adult TikTok users spend on the app is rising quickly,” the market tracker said in the report.
“It’s well ahead of YouTube user time and closing the gap with Netflix,” it notes.
TikTok Is Addictive For All
While it may have seemed like TikTok was addictive to only teenagers and young adults during the pandemic in 2020, it is not the same now.
TikTok is proving to be particularly addictive for US adults ranging from age 25 to 54 years old, according to Insider Intelligence.
The market tracker forecast that US adult users will spend an average of nearly 56 minutes per day on TikTok this year, six minutes less than the time spent watching Netflix.
“TikTok is a huge reason for the sustained growth in overall time spent with social networks since the pandemic,” the report said.
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It adds that “TikTok users ages 18 to 24 are watching the equivalent of a full-length comedy movie on the app every day.”
A panel of US lawmakers recently voted to advance a bill that would make it easier to ban the Chinese-owned video-sharing app TikTok.
Many have criticised the proposal, saying that it threatens free speech.
