Recent data from MusicWatch reveals a significant shift in short-form video platform usage during Q4 2024, with TikTok experiencing a 5% decline in users while competitors Meta's Reels and YouTube's Shorts gain ground.

Key findings from the January 2024 study:

• TikTok's core demographic (ages 13-24) showed the most dramatic decline, dropping from 51% to 42% market share
• Users aged 45+ decreased by 4%, with YouTube and Facebook benefiting from the shift
• TikTok's overall music category share fell 5% year-over-year to 29%
• Meta platforms (Facebook and Instagram) now hold a combined 36% share
• YouTube Shorts increased its share by 2% to reach 26%

The U.S. social video landscape continues to evolve, with over 103 million music listeners now using these platforms - an 80% increase since 2021. Users spend an average of 6.5 hours weekly consuming music content on social video apps.

While the federal TikTok ban's brief implementation may have influenced these trends, the data suggests a broader shift in user preferences. The platform's previously dominant algorithms appear to hold less influence than expected, prompting creators and artists to consider diversifying their social video presence beyond TikTok alone.

The study indicates that music consumers are increasingly platform-agnostic, with time spent across multiple services rather than remaining loyal to a single platform. This changing landscape may require content creators to adapt their strategies accordingly.

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