TikTok, the popular short-form video app, has experienced a significant slowdown in its growth rate, with a reverse trend observed in the U.S. during the final quarter of 2023. This decline is attributed to the transition of its core user base, who started using the app as teenagers and are now entering adulthood, where they are confronted with new responsibilities and time constraints.

Since its launch in 2016, TikTok has garnered a substantial user base, particularly among young individuals. However, as these users have matured and entered their 20s, they have found themselves increasingly occupied with commitments and obligations, leading to a decline in their engagement with the platform.

An analysis of the data reveals a notable deceleration in TikTok’s growth rate, as indicated by the diminishing daily average users (DAUs). In the fourth quarter of 2023, TikTok trailed behind other prominent social media platforms such as Snapchat, YouTube, Instagram, and Facebook in terms of DAU growth. This shift in user behavior has raised concerns for the company, highlighting the impact of users’ evolving life stages on their interaction with the app.

The changing demographics of TikTok’s user base are a key factor contributing to this trend. Many individuals who initially embraced the app during their early teenage years are now navigating the demands of adulthood, including full-time employment and higher education. Consequently, their available leisure time has diminished, resulting in reduced engagement with TikTok.

Notably, the decline in TikTok’s average monthly users among the 18-24 age group in the U.S. further underscores this shift in user behavior, with a nearly 9% decrease observed from 2022 to 2023. This transition reflects the natural progression of users as they transition from adolescence to adulthood, leading to a reevaluation of their priorities and time allocation.