TikTok's user base is showing significant decline in Q4 2024, with competitors Meta's Reels and YouTube's Shorts gaining ground, according to a recent MusicWatch study.

Key findings from the study reveal:

• TikTok experienced a 5% overall decrease in users
• Core demographic (ages 13-24) usage dropped from 51% to 42%
• Users 45 and older showed a 4% decline
• TikTok's music category share decreased by 5 points to 29%
• Meta (Facebook and Instagram) now holds 36% combined share
• YouTube Shorts increased to 26% share, up 2% from previous year

The social video landscape continues to evolve, with over 103 million music listeners in the US using these platforms - an 80% increase since 2021. Users spend an average of 6.5 hours weekly consuming music content on social video apps.

While the federal TikTok ban's brief implementation may have influenced these shifts, the data suggests a broader trend of users migrating to alternative platforms. This changing landscape indicates that creators and artists should consider diversifying their social video presence beyond TikTok exclusively.

The study's timing during Q4 2024's TikTok uncertainty makes it difficult to determine if these changes reflect temporary user behavior or a permanent shift in platform preferences. However, the significant changes in user behavior suggest a transforming social video marketplace that demands attention from content creators and marketers alike.

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