Once TikTok’s algorithm learns users’ vibe, it’s hard for them to log off. The Washington Post teamed up with over 1K TikTok users to track six months of viewing data, which included nearly 15M videos, to decode why the app feels impossible to quit. The results show that most users are seeing videos from creators they don’t follow 90% of the time, proving the “For You” feed fully dictates what they watch. And over the six months, their average daily watch time roughly doubled. Gen Z is used to these hyper-personalized feeds of content that feel truly custom-made, whether it’s all Taylor Swift theories, aesthetic routines, or niche interests that merge entertainment with identity. But the study also found that once users engage with certain topics—like mental health, politics, or body image—it becomes almost impossible to reset their feeds, showing how TikTok’s grip on Gen Z attention is both personal and relentless. (Washington Post)
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