TikTok usage has quadrupled since 2021, with 21% of Americans using the app at least weekly, impacting marketers' reach to young consumers.
The average age of TikTok users is rising, affecting brands targeting younger audiences. Users aged 18 to 24 decreased from 35% in 2022 to 25% in 2024.
TikTok's parent company, ByteDance, faces pressure in the U.S. as President Biden signed a bill allowing a potential ban unless sold to a U.S. entity.
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