Talks of banning TikTok have been going on almost since it very first took off in the U.S.—YPulse even reported about where its users would go if it was shut down in 2020. But while for years it seemed unlikely to ever go through, the potential U.S. TikTok ban is just a few days away now. And while initial reports were that TikTok would still work for users who already have it downloaded, now it looks like the app could truly completely shut down this coming weekend. YPulse data shows that in the U.S., 60% of 13-39-year-olds use TikTok, and 69% of 13-24-year-olds use it, making it Gen Z’s most-used social platform today. So, in the last week, we asked Gen Z directly how they’re feeling leading up to this ban getting real.
YPulse’s exclusive data on the U.S. TikTok ban shows a massive 72% of 13-39-year-olds are opposed to the ban (as the majority of young people have been since we asked the question in 2020). This is a platform they truly love and 64% agree they’ll miss watching TikTok content if it’s banned. That number is even bigger among 18-24-year-olds, of course: 72% of young adults are going to miss watching TikTok.
And while some might think it’s a good thing young people will be forced to break their TikTok habit, these users do not feel the same. Even acknowledging their (potentially unhealthy) attachment to it, 73% of young people disagree, “I’m addicted to TikTok and will be better off without it.” It’s not that they don’t think they’re addicted to social media (our data shows that many think they are) but that few think TikTok going away is going to benefit them. This is the app they’re being entertained by, learning from, and potentially even making a side hustle on. In the end, they see it as a more positive place than negative.
On TikTok, users are making posts (while they can) mourning the loss of access to all their favorite content in advance, getting alternate social links from the creators they follow, and scrambling to save their bookmarked collections. (Which, for some, are tens of thousands of videos.) The select bunch who’ve had the app since it was called Musical.ly are sharing a special kind of sadness, too. And of course, everyone is wondering what will happen next for this massive userbase.
YPulse asked 13-39-year-olds what platform they’d use instead of TikTok if it shuts down, and they’re clearly favoring platforms they already use:
YouTube and Instagram would be Gen Z TikTok users’ next choices
YouTube is the top platform 13-24-year-olds (you know, the Gen Z users everyone wants to reach) would go to if TikTok is banned, with 35% saying so. YPulse data has shown before that the short-form, vertical content feature YouTube Shorts has been adopted by some users—in the U.S., 31% of the app’s young users overall watch Shorts. Though of course, it’s important to note Shorts is not the only reason they’d choose this platform. YouTube is the top social platform young adults use (71%) and falls just behind TikTok for teens (66%). So, while there’s probably not much usership to be gained from TikTok, there’s plenty of screen time to be re-dedicated to both long and short videos there. Plus, tons of TikTok creators are hoping to bring their audience to YouTube and monetize their views.
Instagram follows closely behind as the top platform they’d use if TikTok is in fact shut down, with 33% saying so, and is young adults’ top choice (40% of 18-24-year-olds). Currently, YPulse data shows 49% of teens (13-17) and 68% of young adults (18-24) use Instagram. So, they could see a small bump in users if TikTokers choose to migrate after a ban. Among teens especially, the fact that they’re more likely using platforms like YouTube and Snapchat than IG right now means there’s a big audience to gain. Of course, short-form video is fully established on Instagram through Reels, as YPulse data shows it’s the most popular feature on the app for Instagrams users (38% use it in the U.S.).
Some TikTok users will truly feel lost without this platform
For the majority of young people, the TikTok ban will be a loss, whether that’s for their comfort content or seeing their favorite creators everyday. And while many creators are pushing their accounts on other platforms, hoping to carry their audience over, it’s pretty clear it won’t be exactly the same wherever they go. Most (64%) of young people agree, “I will miss watching TikTok content if it’s banned,” with an even higher 72% of 18-24-year-olds saying so. And while they might exist on other platforms, 58% agree, “I will miss the creators / accounts I follow if TikTok is banned.” Despite their pushes for short form video, neither Instagram or YouTube are exactly like TikTok, and that’s going to change the way young people watch content.
And even further, 37% of young people overall and 45% of 18-24-year-olds agree, “I don’t know what I’ll do without TikTok if it’s banned.” While this is not a majority, it’s certainly no small number. Some are joking they’re simply going back to life before TikTok completely: one TikTok with 3.6M views from this week has comments saying “I think I’m going back to working, reading books and cleaning my house. No app will even touch this one,” and “I’m going to lay on the grass in my back yard and stare up into the sky and try to remember what it was like before doomscrolling turned me into a zombie.”
For others, the impact will be even more personal than missing certain content. Tons of jobs now rely on TikTok, whether they’re creators, running small businesses, social media marketers, or just getting advice on the platform. A notable 34% of 18-24-year-olds agree, “ My own work / income will be impacted if TikTok is banned.” Many creators are sharing posts on where to find them next, but also know they’re likely losing much of the audiences they’ve spent years building.
Where do new viral apps fit in the equation?
There’s been a host of apps that have been called TikTok’s replacement at one time or another, though our data largely shows a ban would more likely result in migration to already established platforms. This week, you’ve probably heard non-stop about Rednote becoming the new TikTok. It began making headlines on Monday (our own included!), spinning out from a few TikToks about it over the weekend to the New York Times by Tuesday morning. Also known as xiaohongshu or “little red book,” the app is another Chinese-owned video / image feed that has a particular focus on product recommendation. It’s now a full-blown meme for U.S. TikTok users to join the platform, signing off on terms & conditions in Mandarin, loudly in spite of the government’s concerns for U.S. data going to Chinese servers. (They’re even picking up Chinese on Duolingo.)
But before Rednote, all talks were about Lemon8 taking TikTok’s place—despite the fact that it’s also owned by ByteDance and therefore will likely fall under the same legislative ban. Even if it didn’t, YPulse data shows Lemon8 usership is remarkably low among young people: only 3% of 13-39-year-olds in the U.S. use it. And content about Lemon8 began getting popular as far back as early 2023, so it’s had a while to take off, but hasn’t. And according to our most recent data, only 2% of young people consider Lemon8 their next option to TikTok. So, while Rednote might be buzzy, don’t bank on it being a long-lasting solution—the app has already been experiencing issues for international users after only a few days.
