Less than half of TikTok's US users have posted a video

TikTok is one of the fastest-growing social media platforms of all time

Centered around user-generated short videos, the platform was created by the Chinese technology company ByteDance Ltd. With over 1.8 billion users, the app has become a global force.

TikTok explained: how the app became a global phenomenon

Since 2018, the short-form, video-sharing app TikTok has gone from launching in the US to becoming a habit-forming cultural force that’s signed up more than half of the country's population as users.

Roughly 62% of US adults under 30 say they use TikTok

A Pew Research Center publication reports that most members of Gen Z use the app. That's significantly more than other age groups: 39% for those ages 30 to 49, 24% for those 50 to 64, and 10% for those 65 and older.

Why TikTok's algorithm is likely driven by what you linger on

While the inner workings of the engine driving the vast majority of the app's engagement remain a secret, it is understood to rely heavily on what content users spend the most time watching rather than swipe past. Experts believe the app can develop user profiles robust enough for its algorithm to consistently match engaging content to in as little as two hours.

The average TikTok user spends 95 minutes on the app per day

According to HubSpot, the average TikTok user spends 95 minutes per day using the app, and an estimated 90% of users access TikTok daily. TikTok also has the highest average session length among social media platforms: Its users spend almost 11 minutes per session.

The TikTok sale went through in January 2026

The app's ownership is now majority American, though TikTok CEO Shou Chew, who is Chinese, remains on the board of directors. It's unclear what, if anything, has changed for American users, as the company has historically kept the specifics of its algorithm a secret.

TikTok isn’t factored into a song’s rank on the Billboard charts, but it can have an impact

Billboard ranks a song’s chart position based on its radio airplay, its physical sales, and its streaming numbers (across Spotify and other platforms), but doesn’t include user-generated content, meaning it doesn’t include TikTok videos. Keith Caulfield, Billboard’s managing director of charts and data operations, notes that TikTok still has an impact, though, because listeners will often stream the app’s most popular songs on other platforms.

Most memes now begin on TikTok

The website Know Your Meme looked at the data for 700 to 1,400 memes uploaded to the platform each year from 2010 to 2022. In 2010, a majority of memes began on YouTube (34%) or 4chan (28%), but by 2022 most were starting on TikTok.

TikTok's top 10 users have over 1B followers

Influencers like Charli D'Amelio and MrBeast, as well as more traditional stars like Dwayne "The Rock" Johnson, produce content that keep people scrolling.

A small fraction of creators make money on YouTube

YouTube has become one of the world's leading entertainment platforms almost entirely on the back of users who upload their own content. An estimated 3.7 million new videos get uploaded to YouTube each day, but only a small, very popular fraction are able to make money from their content.

How to catch a TikTok thief

Someone took a 10-second clip of a parody video made by Hugh Clegg and posted it to TikTok, where it racked up millions of views. The uncredited clip meant viewers assumed it was owned by the uploader, an assumption Clegg was eager to rectify. His messages and comments had no real effect outside of earning him temporary bans for "spamming." So he decided to moonlight as a private eye.

YouTube occupies more US screen time than Netflix

As consumers continue to shift their viewing activity away from traditional cable and broadcast TV, they’re spending an increasing amount of time streaming content, much of it on YouTube. In fact, Nielsen data from August 2025, shows that YouTube accounted for 13.1% of US screen time, compared to Netflix’s 8.7%.

Meta has added video features to attract more young users to Facebook

Amid an aging userbase and competition from newer social networks like TikTok, Facebook has seen its perceived relevance and cool factor progressively decrease. The Local tab and dating features are among several efforts to counter this perception.

The top three US dating apps by market share are Tinder, Bumble, and Hinge

While Tinder took up about 25% of US dating app market share as of 2024, Bumble wasn't far behind at 24%. Up-and-comer Hinge sat in third place with 18% of US market share.

Inside the life of a 13-year-old beauty influencer

Thirteen-year-old Evelyn started posting get-ready-with-me style videos the summer before she entered 7th grade. Pull back the curtain on how she rose to internet fame through cutting observations of her peers at school, and how platforms like TikTok have responded to those under 13 joining the creator economy.

Deepfake videos impersonating real doctors are spreading false medical advice

More than 100 videos, found primarily on Instagram and TikTok in August 2025, promoted products related to beauty, wellness and weight loss. While TikTok removed 94% of content violating its policies on AI-generated content, these deepfakes were watched and shared before removal, undermining public trust in medicine.

Why romantasy is so popular on social media

Much of romantasy's success is thanks to social media, especially TikTok, where posts tagged as #BookTok or #Romantasy often propel titles to mainstream popularity. This deep dive into the trend interviews fans and marketers to explain why the genre's steamy content does so well online.

View the countries with the most internet users, including 94% of those in high-income nations

As of 2025, the four most populous nations—China, India, the US, and Indonesia—are also the ones with the most internet users, collectively accounting for almost half of the 6.04 billion internet users worldwide. This suggests that population size, rather than adoption rate, is a better predictor of online activity.

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

40% of Americans didn't read a book in 2025

The median American only read two books in 2025. Most of the books Americans read are consumed by a small segment of the population, with 4% of readers accounting for nearly half of all books read.

Children are now three times more likely to say they want to be a YouTuber when they grow up than an astronaut, with some even attending 'YouTube camps' that teach kids how to create content for the platform.

TikTok is obsessed with weird cottage cheese recipes

Cottage cheese “cookie dough.” Pizza cottage cheese bowl. Cottage cheese queso dip. TikTok influencers are suddenly posting nonstop cottage cheese recipes. It might be echoes of the 1990s weight-loss obsession, when diet culture encouraged the consumption of questionably tasty low-fat foods and not much else. Now, cottage cheese’s high protein content has made it an intriguing prospect for online fitness gurus who say that it’s the key to building muscle.

The fitness industry has seen a lot of fads—and Peloton might be one of them

Like SoulCycle and Tae Bo, Peloton has struggled to stay at the forefront of the fitness industry. Despite periods of incredibly high interest and high-profile users (like the Obamas), Peloton has lost many users since the pandemic ended—and has struggled to add more. (Some users may experience a paywall.)

A 2020 study suggests just 6.7% of Tor network users visit sites on the dark web

It did not distinguish between visits to malicious sites and traffic to legitimate institutions with .onion domains, such as the BBC or Buzzfeed, and thus claimed that 6.7% of anonymized users engage in nefarious activity. The low percentage still highlights that most users of the technology underlying the dark web do not use it to browse the hidden portion of the internet.

Just 7% of student loan borrowers account for 40% of outstanding student loan debt

Most student loan debt went to support graduate studies. Total student loan debt in the US is more than $1.6T. Downloadable tables show the raw data behind federal student aid.

The number of publicly traded companies has decreased in recent years

In 1996, more than 7,300 companies traded publicly on US stock markets, but that number has recently dropped to 4,300. Economists point to two reasons: First, going public requires full disclosure of operations, exposing it to scrutiny from investors, competitors, and analysts. Second, the IPO process is expensive and time-consuming.

75% of venture-backed startups fail

Startups are inherently risky ventures. Successful startups are relatively rare due to factors including cash flow drying up, marketing issues, and more.

Netflix profits when you're not watching, and its movies are designed that way—read a detail-rich critical essay exposing lesser-known Netflix takes

The Nasdaq's 'Magnificent 7' companies are responsible for roughly 40% of the Nasdaq 100 index's gains, while the remaining 93 companies account for the other 60%.

US consumers collectively owe more than $1T to credit card companies—almost as much as they owe in auto loans.

US housing costs have risen by roughly 175% between 1991 and 2026—but a growing number of Gen Zers are becoming homeowners anyway. In 2025, 4% of homebuyers were Gen Z, up from 3% the year before.

The United States is one of only around two dozen countries with a fully federal system of government, in which power is divided between national and state governments.

A 2019 Facebook event called on attendees to "Storm Area 51, They Can't Stop All of Us," resulting in countless memes, the creation of a music festival, and eventually the arrests of those who did try to approach the area.

The price of gas is a composite made up of several different factors, with the federal gas tax making up less than 20% of what drivers pay at the pump.

11 people died from firework injuries in the US in 2024.

Explore an interactive map built from more than 100,000 survey responses on where people find joy in their lives

While the first exchange-traded fund (a 'basket' of different assets that can be bought and sold on a stock exchange) in the US only launched in 1993, the global ETF market has grown to more than $10T in the short time since.

Hear 50 years of iconic hip-hop samples, the genre's foundational looped tracks

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

About 2,000 US babies are born annually without some portion of their limbs, potentially leading to a lifetime of pricey prosthetics.

Memecoins are a type of cryptocurrency—a form of digital currency with a wide variety of uses—created around popular 'memes,' or viral internet jokes.

Most of the observable universe's volume consists of voids and supervoids—enormous regions of space with little to no galaxies, stars, or light.

In 2025, four executives from large tech companies were given positions in the US Army Reserves—including Palantir Chief Technology Officer Shyam Sankar, which reinforced Palantir's ties with the US military and its role as a leading defense partner.

Human-to-human transmission of hantavirus remains extremely rare, so the 2026 hantavirus cruise ship outbreak doesn't mean we're facing a COVID-style pandemic risk.

The identity of the Tank Man in the iconic photo from the 1989 Tiananmen Square protests remains unknown and was possibly killed.

The Beatles' US label rejected the band's first two singles, 'Please Please Me' and 'From Me to You,' with one executive calling the band 'dead in the water.'

As of 2025, the most cited papers in science include a review of graphene, methods to improve image recognition, streamlining electron density calculations, and optimizing protein studies.

Lesser-known phobias include turophobia, or the fear of cheese, and nomophobia, the fear of being without your cell phone.

Apollo astronauts left items in the moon's 'toss zone,' including golf balls, family photos, and bags of human waste, to make room for lunar rocks.

Bone marrow (soft tissue found inside certain bones) generates roughly 500 billion new blood cells each day