This is a fairly standard management trope (though one not without a basis in reality, sadly).

But marketing teams will need to revisit how they reach younger (<40 yrs) audiences given the dramatic rise of TikTok (4 billion+ downloads!) and the consequent reduction in engagement with/time spent viewing of formerly dominant digital touchpoints.

A New Consumer report - Consumer Trends: 2023 - found that 64% of Gen Z and 54% of Millenials are on TikTok. Both groups indicated they would prefer TikTok over streaming/standard TV if forced to choose.

While TikTok's average daily viewing time is ~100 minutes, expect that to trend upwards significantly in 2023, siphoning marketing spend away from TV, Meta, Twitter and other more established platforms.

TikTok will presumably accelerate efforts to monetise audiences via e-commerce/direct response capabilities and tweak algorithms to increase visibility for brand-sponsored posts.

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