TikTok is experiencing a slight decline in daily usage and a shift in user demographics, according to recent data from eMarketer and YouGov, cited by AdWeek.

eMarketer reports that the average daily time spent on TikTok has decreased by 1.2% in 2024, dropping from 52 minutes to 51 minutes. This marks the first time the platform has seen its user growth stagnate.

Concurrent with this usage dip, YouGov data indicates a notable decline in younger users. The percentage of weekly TikTok users aged 18-24 has fallen from 35% in 2022 to 25% in 2024. Conversely, the 35-44 age group has seen an increase from 16% to 19% over the same period.

TikTok CEO Shou Zi Chew confirmed this demographic shift during a congressional hearing in January, stating that the average age of a U.S. TikTok user is now over 30.

Oscar Orozco, senior forecasting analyst at eMarketer, suggests that “overzealous users, likely young Generation Z, are spending less time on the platform than they would have 12 to 24 months ago.” He also notes that news about a potential U.S. ban may be contributing to these declines.

Despite these shifts, TikTok continues to attract significant ad spend. AdWeek cites MediaRadar’s reporting that from January through May 2024, ad spending on the platform exceeded $1.5 billion, an 11% year-over-year increase from the nearly $1.4 billion spent during the same period in 2023.

However, the ad spend growth rate has cooled since the announcement of the U.S. ban in March. TikTok’s ad spend growth slowed from 19% year-over-year in March to 6% in May.