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Saturday, February 24, 2024

Survey: Many TikTok Users Never Post


As TikTok’s popularity in the U.S. continues to increase, a new Pew Research Center analysis finds that 52% of adults on the platform have ever posted a video. And a minority of adult users are responsible for producing the vast majority of content on TikTok (see image below). Additional findings include:

The posting behaviors of younger adults do not stand out dramatically from other age groups. While 18- to 34-year-olds are much more likely to use TikTok in the first place than their older counterparts, around half of users in this age group have ever posted on the site – similar to the share among users ages 35 to 49.


Users who have posted videos on TikTok are more active and customize more of their content. Posters typically follow more users, have more followers themselves and are more likely to have filled out their account bio. They are somewhat more likely to find the content of their algorithmically curated “For You” page extremely interesting.

85% of TikTok users say their “For You” page is at least somewhat interesting, including 40% who call it either extremely or very interesting. Only 14% say it is not too or not at all interesting.

"Despite the fact that more and more Americans are using TikTok, we found that nearly half of U.S. adult users never upload videos, and the most active 25% are responsible for a massive 98% of public content. It's a reminder that most of what we see on TikTok was created by a small segment of the user base, and it might not reflect the average user's experience” said Computational Social Scientist Sam Bestvater.

The study is based on the direct observation of the TikTok accounts and posting behaviors of 869 survey respondents who volunteered to share their account handle for research purposes as part of a survey of U.S. adult TikTok users.

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