Perceptions Of TikTok Are Mainly Positive Although…

Glen Mills, PA December 3, 2025 – Edison Research unveiled the results of a new research effort called The Infinite Scroll: A TikTok Report in a webinar hosted by Alex Bargiacchi, Senior Research Director, and Salma Aly, Associate Research Director.  The webinar offered insights into how often U.S. users engage with TikTok, their perceptions of the platform, ad recall on TikTok, if they spend too much time on the platform, and more.   According to the study, 29% of those age 13+ in the U.S. use TikTok daily, 10% use TikTok once or twice a week, and 8% use it once or twice a month.

Key findings among U.S. weekly TikTok users age 13+ include: 

• Perceptions of TikTok are very positive among weekly users: 75% say they feel “entertained” when using the app, 48% say they feel “happy,” 41% say they feel “relaxed.” Thirty-six percent say they feel “connected” when using TikTok

• TikTok is a platform for discovery: 64% have used TikTok to discover new music; 47% have used the platform to discover new podcasts, and 30% have used it to discover new audiobooks. Younger users, age 13-24, are more likely than the broader weekly audience to use TikTok for discovery in all three of these categories

• Weekly TikTok Users 13+ are more likely to be younger and more diverse than the general U.S. population: 34% are age13-24 compared with 20% of the general population; 43% are age 25-44, compared with 30% of the general population; 23% are age 45+ compared with 50% of the general population. Seventeen percent of weekly TikTok users are Black or African American compared with 11% of the population, and 22% are Hispanic or Latino compared with 15% of the population

• Weekly users remember the ads they see on TikTok. Over three quarters of weekly users (78%) recall ever seeing or hearing an ad for a product or service on TikTok

• 42% of weekly TikTok users age 13+ think they spend too much time using the platform, and 34% of weekly TikTok users age 13+ have tried to stop or limit their usage of the platform. Younger users, age 13-24, are more likely to think they spend too much time on TikTok and are more likely to have tried to limit usage

“TikTok demands attention as a discovery platform for audio content. If you have music, a podcast, or even an audiobook you want to promote, you must have a TikTok presence and strategy,” noted Bargiacchi.

Added Aly, “TikTok isn’t just a Gen Z thing anymore. People of all ages are showing up, connecting, and building real communities on the platform. And you can watch it in real time: a song starts trending, a podcast picks up a whole new wave of listeners, and a film clip turns into a full-on cultural moment.”

Other findings about weekly TikTok users age 13+ include:

• 58% have ever posted a video on the TikTok

• 87% agree that the platform helps them escape the stress of everyday life

• 87% agree that TikTok brings people together

• 36% of users age 13+ say they feel connected when using TikTok; groups more likely to say they feel connected when using TikTok are men, Black/African Americans, and those age13-24

• 31% of weekly TikTok users agree that it is very important that TikTok is owned by an American company, while 35% say it’s not at all important. Importance does vary dramatically by political party affiliation: 50% of Republicans say it is very important, compared with 30% of Democrats and 20% of Independents

About the Study The Infinite Scroll: A TikTok Report from Edison Research is based on an online study of 2,253 people in the U.S. age 13 and older. The survey was conducted October 3, 2025, through October 29, 2025. Data was weighted to match the gender, age, and geography of the U.S. 13+ population according to the U.S. Census.