New Consumer Survey Shows Who Wins A Post TikTok U.S.

In light of the pending TikTok ban The Measure a research and insights exchange did a survey powered by MX8 Labs, of 1,000+ consumers over the age of 18 about video consumption habits. Here are some of the findings:

A Primary Source for 18-24 year olds 

• 44% of people ages 18-24 say they go to TikTok first for video content
  • That’s notably higher than the 26% across all ages who report visiting TikTok first for video. 
• The 18-24 age group is a huge consumer of video, with 27% reporting they watch two to four hours of social video content per day, and another 23% saying they watch over four hours daily. 

If TikTok is banned, where will people turn? It may be easy to assume Instagram, since its Reels feature is quite similar to TikTok’s feed. 

Data suggests that YouTube, which also has a competing product in Shorts, is the one waiting in the wings. 

• Across all ages of our survey, YouTube ranks as the first destination for social video (38%).
• While YouTube’s share is lower for 18-24 year olds (32%), it outperforms Instagram (16%), with Facebook cited by a mere 3% of this cohort as their top social video source. 
• On the flip side, Facebook wins for people over the age of 65 (40%), with YouTube in second (37%). 

For more details on the full study or to conduct fast consumer research, email me jason (at) fabricmedia.net.