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About
TikTok Marketing 2026
The App Doubles Down on Entertainment as It Charts a Fresh Path Forward
TikTok’s US reset is helping fuel its ad, commerce, and creator momentum. But mounting competition, regulatory pressure, and shifting user habits threaten its ability to remain highly relevant to marketers.
Key Question: How are marketers approaching TikTok in the US this year now that talk of a ban is behind it?
Key Stat: TikTok users in the US will spend nearly an hour (57 minutes) on the app per day this year, according to our forecasts, putting it behind YouTube (61 minutes) but far ahead of Instagram (37 minutes).
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authors
Minda Smiley
Contributors
- Rahul Chadha
- Director, Report Editing
- Zach Goldner
- Senior Forecasting Analyst
- Oscar Orozco
- Senior Director, Forecasting
- Tracy Tang
- Matt Torpey
- Senior Data Visualization Editor
- Johann Valderrama
- Data Visualization Editor
- Max Willens
- Yoram Wurmser
- Principal Analyst
- Ali Young
- Senior Copy Editor and Manager of Content Operations
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