After explosive user growth in 2019 and 2020, TikTok will reach a pivotal milestone with respect to its youngest users. By the end of this year, eMarketer believes the video app will have a larger number of Gen Z users in the US than that of Instagram. And it will surpass Snapchat in terms of total users by 2023, according to our latest social user forecast.
This year in the US, TikTok will have 37.3 million Gen Z users (born between 1997 and 2012) who access their accounts at least once per month. For comparison, Instagram will have 33.3 million users within the same demographic.
“Instagram’s user base is steadily aging,” said Debra Aho Williamson, eMarketer principal analyst at Insider Intelligence. “This year, its fastest-growing age group will be ages 35 to 44 [up 7.2%], while gains will be much slower among teens 12 to 17 [0.7%] and young adults 18 to 24 [2.0%]. However, Gen Z will still make up nearly three in 10 users on Instagram [28.0%] this year, so advertisers can still find them on the platform.”
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