Published on November 16, 2023, 6:11 pm

The Growing Influence Of Tiktok On News Consumption: Findings From A Pew Research Center Study

The popularity of TikTok as a platform for accessing news has grown significantly in recent years, according to a study conducted by the Pew Research Center. The study revealed that in 2023, 43% of TikTok users regularly accessed news through the app, compared to just 22% the previous year. This increase highlights the growing role of social media platforms in news consumption.

News organizations are now competing with TikTok and other social media platforms to capture the attention of consumers and secure advertising budgets. Many of them recognize the importance of engaging with TikTok’s large and highly sought-after Gen Z audience.

The Pew Research Center’s analysis further revealed that news websites or apps were used by 67% of surveyed US adults. Among social media platforms, Facebook emerged as the most popular platform for news consumption, with 30% of Americans regularly accessing news there. YouTube followed closely behind with 26%, while Instagram and TikTok lagged slightly behind at 16% and 14%, respectively.

Interestingly, the preference for different social media platforms for news consumption varied based on gender. According to Pew’s findings, women were more likely to be regular news consumers on Nextdoor, Facebook, Instagram, and TikTok. On the other hand, men were more likely to consume news regularly on Reddit, X (formerly known as Twitter), LinkedIn, and Alphabet-owned YouTube.

In terms of political leanings on X (Twitter), regular news consumers were almost evenly split between Republicans or Republican-leaning individuals (46%) and Democrats or Democratic-leaning individuals (49%), as reported by Pew.

Despite efforts by Meta (the parent company of Facebook) to reduce the prevalence of news content on its platforms due to regulatory pressure in various markets worldwide, news consumption on Facebook remains strong.

In summary, the Pew Research Center’s study emphasizes the increasing influence of social media platforms like TikTok in shaping news consumption patterns among Americans. As traditional news organizations strive to adapt and capture the attention of younger audiences, understanding these trends and engaging with platforms like TikTok becomes essential for success in today’s digital landscape.


Comments are closed.