YouTube and TikTok are the most entertaining platforms used by American adolescents in 2022 (hors jeux video), as the popularity of Facebook auprès des jeunes a plongé in quelques années, d’après une tude du Pew Research Center published mercredi 10 August.
The proportion of Americans ages 13 to 17 who visit Facebook has fallen from 71% in 2015 to 32% in 2022, according to the research center.
Fierce competition from TikTok
TikTok, meanwhile, is used “sometimes” by 67% of teens in the United States, and “almost constantly” by 16%. In the UK, the Chinese social network is even one of the favorite ways for young British people to follow the news.
Chinese group ByteDance’s mobile app only launched internationally in 2017, but its short, captivating videos, ordered according to individual tastes by powerful algorithms, are experiencing phenomenal success, amplified by lockdowns during the pandemic.
The platform competes fiercely with the networks, which have had to adapt so as not to give up too much ground.
Its video format has been copied by Meta (the parent company of Facebook and Instagram, in particular) and YouTube (Google), with “Reels” and “Shorts”, respectively.
A first loss of users for Facebook
However, YouTube wins the prize: 95% of US teens say they use it. Instagram has grown from 52% to 62% of 13-17 year olds (since 2015), and Snapchat is close behind with 59% of them, up from 41% seven years ago.
The social networking giant had just posted bleak results after losing users for the first time on its historic platform, Facebook.
Algorithms, your core business
TikTok, for its part, believes that it is not playing on the same court. “We’re an entertainment platform,” Blake Chandlee, a senior app executive, said in an interview with CNBC in June.
Instagram recently went through a controversy, when celebrities Kim Kardashian and Kylie Jenner asked him to “go back to Instagram” and “stop trying to be TikTok”, a message much applauded and repeated by users.
Critics notably criticize the platform for putting too much emphasis on videos and content from creators recommended by the algorithm, even if they are not part of the accounts followed by users.
Source: BFM TV
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