Gen Z Is Always On TikTok, But They Don't Like It Anymore 03/10/2026

A recent report indicates that Gen Z users are spending a significant amount of time on TikTok, but their satisfaction with the platform is declining. Despite being highly active on the app, Gen Z users are expressing dissatisfaction, which could have implications for the platform's future growth and user engagement. The news is happening in the US, where TikTok has a large user base.

The decline in user satisfaction among Gen Z could impact social commerce on TikTok, particularly in areas such as shoppable videos and influencer marketing. As Gen Z users become less enthusiastic about the platform, brands and creators may need to adapt their strategies to maintain engagement and drive sales. This shift could also influence the development of new features and tools on the platform, as TikTok seeks to win back user satisfaction and remain a key player in the social commerce space.