TikTok became an entertainment staple among young Europeans during the pandemic, and its popularity in the region is still rising… TL;DR Even as young Europeans return to IRL activities, their media consumption habits are still rising—and TikTik has seen the most growth Gen Z is still using the app the most, and its growth is highest among this generation After largely being used by Gen Z females, young males are taking to TikTok Even before the pandemic, young consumers were watching a lot of video content. But as we know well by now, screens dominated Gen Z and Millennials’ entertainment during quarantine, leading to an increase in viewing across platforms and services. But no platform saw as much growth as TikTok. Just weeks after the first lockdown orders came down in 2020, TikTok was named “the breakout COVID-19 social media platform”—and the past two years have only seen its use and influence grow. TikTok has changed the music industry, spawned fashion trends, created the next generation of celebrities, and...