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60% of Gen Z say they trust TikTok less than they used to
TikTok may still dominate Gen Z culture, but new data suggests the platform’s hold on the generation is starting to weaken. Research from the Harris Poll explores how commercialization, creator burnout, and platform changes are reshaping Gen Z’s relationship with TikTok.
TikTok remains Gen Z’s top culture source. 37% turn to TikTok first for entertainment, pop culture, and local experiences, nearly double any other platform.
Nostalgia is already setting in (despite the platform being only about 6 years old). 79% of Gen Z TikTok users say they miss the early days of the platform, especially the lack of ads, brands, and influencer culture.
Trust is declining. 60% say they trust TikTok less than they used to, and 74% say they are more cautious about what they engage with.
Creators are pulling back. Nearly half of Gen Z creators say they are posting less, have stopped posting, or are shifting to other platforms.
The data suggests TikTok still dominates Gen Z culture, but its long-term loyalty may be fragile as users grow more skeptical of the platform’s commercialization and content ecosystem.
“Gen Z still shows up to TikTok every day, but they’re showing up skeptical, exhausted, and nostalgic for a version of the platform that’s already gone. That’s not loyalty — that’s habit. And habits break.” Libby Rodney, Chief Strategy Officer at The Harris Poll
