The Supreme Court Upholds TikTok Ban – A Whole Generation Might Be Up for Grabs by Another Platform

Just in from the field! NuVoodoo Media Services’ first consumer digital media study of the new year delivers fascinating insights into TikTok’s reach and generational skew just before the U.S. Supreme Court’s decision to uphold the government ban (though Donald Trump may have extended the runway a bit this weekend). We’re sharing feedback from our randomly screened and compensated nationwide sample of just over 2,900 U.S. consumers (over the age of 13). Interviews were completed with 755 Gen Z respondents, 757 Millennials, 662 Gen Xers, and 734 Baby Boomers in early January 2025. Check back here often or subscribe for email updates delivered straight to your inbox.

Generational Skew in TikTok Usage

The Supreme Court’s ruling creates a significant shift, particularly among younger, more engaged user demographics. (Note: although TikTok was shut down for American users late Saturday night, and also removed from Apple and Google’s app stores, some were able to log on to the platform on Sunday through their mobile apps and desktops, as Donald Trump asked for a last-minute delay in implementing the ban). From our January study, let’s break down generational use patterns and speculate on the potential market impact should the ban move forward:

Gen Z: 63% of Gen Z respondents use TikTok daily or more often, with 32% engaging compulsively (four or more times a day). This is by far the most engaged group, representing TikTok’s core audience. Gen Z’s affinity for TikTok is not just a matter of daily use but of compulsive, habitual engagement.

Millennials: 49% of Millennials use TikTok daily, with 23% compulsively using the app. While Millennials have strong engagement rates, their usage patterns remain less intense than those of Gen Z.

Gen X: 34% of Gen X users engage with TikTok daily, and 12% use it compulsively. This group’s connection to the platform is weaker than the younger demographics.

Boomers +: Only 10% of Baby Boomers and older generations use TikTok daily, and a mere 3% engage compulsively. For this demographic, TikTok’s impact is negligible.

These results highlight TikTok’s overwhelmingly youthful audience base, with Gen Z serving as its most loyal and engaged demographic. The ban could lead to significant disruption for these users, who view TikTok as a cornerstone of their social and cultural interactions.

Focus on Gen Z: Exploring Alternatives

News of Gen Z users downloading alternative Chinese apps, such as Kuaishou or Douyin, suggests they may quickly adapt to the absence of TikTok. However, these platforms lack TikTok’s extensive U.S. integration and could face similar scrutiny over national security concerns, limiting their viability.

Another avenue for maintaining TikTok’s presence could involve an acquisition by a U.S.-based company. Rumored suitors like Microsoft or Oracle have floated as potential saviors, but such a move would likely face political and regulatory hurdles (and so last-minute acquisition materialized over the weekend). If successful, an acquisition could preserve TikTok’s popularity among its loyal user base while complying with U.S. government requirements.

Platforms Poised to Benefit From TikTok’s Decline

If TikTok’s ban remains in place, other platforms with short-form video content capabilities are poised to fill the void. Here are the key players:

YouTube Shorts: YouTube’s short-form video feature closely mimics TikTok’s vertical format. With an established content creator ecosystem and superior monetization options, YouTube is well-positioned to absorb TikTok’s displaced audience—especially Gen Z and Millennials.

Instagram Reels: Instagram’s Reels platform directly competes with TikTok, offering a similar user experience. Backed by Meta’s extensive advertising tools and strong user base across multiple demographics, Instagram could see significant growth as TikTok’s users look for alternatives.

Snapchat Spotlight: Known for its younger audience base, Snapchat’s Spotlight feature is another contender for users seeking short-form video content. Snapchat’s preexisting popularity with Gen Z could give it a competitive edge in capturing this demographic.

Triller: As a U.S.-based competitor to TikTok, Triller has positioned itself as a viable alternative. While its user base is smaller, aggressive marketing and influencer partnerships could drive increased adoption if TikTok remains unavailable.

Market Dynamics in a Post-TikTok Era

If the TikTok ban persists, the short-form video content market will undergo a significant shake-up. Platforms like YouTube, Instagram, and Snapchat stand to benefit as they race to capture TikTok’s displaced user base. For Gen Z, in particular, these platforms must provide engaging, video-centric content to meet their demand for fast-paced, visually rich experiences.

The possibility of a TikTok acquisition adds another layer of intrigue to this evolving story. While the outcome remains uncertain, the competition to dominate short-form video content is intensifying. Platforms that can swiftly adapt to these dynamics will likely emerge as the biggest winners in the battle for digital media supremacy.

NuVoodoo conducts research and manages marketing campaigns for clients across a wide variety of industries. Email us at tellmemore@nuvoodoo.com to learn how we can be a valuable partner. Contact us today!