According to data from Apptopia, TikTok downloads this year through Nov. 30 were down 20% from the same period in 2022, and this July, TikTok saw its lowest number of U.S. downloads in years, with 5.9 million, a drop of 32% from the previous July. The firm data.ai, formerly named App Annie, reported a similar conclusion in data shared with NBC News, with U.S. downloads falling 18% this year. Both Apptopia and data.ai show double-digit download growth for TikTok worldwide, suggesting the slump may be specific to the U.S.
Apple said Tuesday that TikTok had fallen several spots on its annual report of the most popular free iPhone apps. After ranking No. 1 in 2022, TikTok fell to No. 5 this year in the U.S. In a separate report Tuesday, the tech services firm Cloudflare said that TikTok had fallen a notch in its annual ranking of the most popular internet services, from No. 3 a year ago to No. 4 this year. And the Pew Research Center said Monday that the share of American teens using TikTok likely was unchanged over the past 18 months, although the video app's popularity remained high, with 63% of teens saying in a survey that they used TikTok.
"You're going to hit that point of saturation. Only so many people are going to end up using it, and there are only so many hours a day that they can use it," said David Belson, Cloudflare's head of data insight.
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