US adults will spend 25.7% of their social media time on Facebook, down 9.6% from 2019. As Facebook’s share drops, TikTok—an app that allows users to create short videos and share them with friends—will continue to grow. Evidence of TikTok’s growth in the American social media space is observable. TikTok has captured the attention of 12.2% more US adults since 2019. Daily time spent on social networks increased from 59 minutes in 2019 to 1 hour, 15 minutes in 2020 and it will stay at this level over the next few years as users customise their social media usage. The shift from less-established apps to major players is predicted to continue, as social platforms other than Facebook, Snapchat, TikTok, Reddit, Twitter, and Instagram will decrease their share of time spent from 5.0% this year to 4.5% in 2024.

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