New Study Reveals How Americans Use and View TikTok

RADIO ONLINE | Wednesday, December 3, 2025 | 3:50pm CT

Edison Research

Edison Research has released new findings from The Infinite Scroll: A TikTok Report, offering a detailed look at how Americans use and perceive the platform. Presented during a webinar by Senior Director of Research Alex Bargiacchi and Associate Director of Research Salma Aly, the study examined user habits, attitudes toward TikTok, ad recall, content discovery, and concerns about time spent on the app.

According to the research, 29% of Americans age 13 and older use TikTok daily. Another 10% use the app once or twice a week, while 8% check in once or twice a month.

Among U.S. weekly TikTok users 13 plus, perceptions of the platform remain overwhelmingly positive. Three-quarters say they feel "entertained" when using TikTok, while 48% report feeling "happy" and 41% feel "relaxed." More than a third (36%) say the app makes them feel "connected."

TikTok also plays a major role in media discovery. Sixty-four percent of weekly users have found new music on the platform, 47% have discovered new podcasts, and 30% say TikTok has helped them find new audiobooks. Younger users (13-24) over-index in all three categories.

Demographic differences are notable as well. Weekly TikTok users skew younger and more diverse than the general U.S. population: 34% are 13-24 (vs. 20% of all Americans), 43% are 25-44 (vs. 30%), and just 23% are 45 plus (vs. 50%). Seventeen percent identify as Black or African American (vs. 11% nationally), and 22% are Hispanic or Latino (vs. 15%).

TikTok users also show strong ad recall, with 78% of weekly users reporting they have seen or heard an ad for a product or service on the platform.

But many also acknowledge concerns about time spent on the app. Forty-two percent of weekly users say they spend too much time on TikTok, and 34% have tried to stop or limit their usage. Younger users are significantly more likely to feel they overuse the platform and to attempt cutting back.

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

Aly added, "TikTok isn't just a Gen Z thing anymore. People of all ages are showing up, connecting, and building real communities. You can watch it in real time -- a song starts trending, a podcast gains a new wave of listeners, or a film clip becomes a cultural moment."

Additional findings show that 58% of weekly TikTok users have posted a video, while 87% say the platform helps them escape daily stress. Another 87% believe TikTok brings people together. Feelings of connection are especially strong among men, Black/African American users, and those 13-24.

On the question of ownership, views remain split: 31% of weekly users say it is very important that TikTok be owned by an American company, while 35% say it is not important. The divide widens along political lines -- 50% of Republicans consider it very important, compared with 30% of Democrats and 20% of Independents.