TikTok has largely recovered from a slight dip in lively customers within the days following its possession change, when a bunch of American buyers took management of the video app’s operations in america. The decline, although temporary, benefited competing video apps like UpScrolled and Skylight Social, which noticed speedy consumer adoption as some regarded for TikTok alternate options.
In response to estimates from digital market intelligence agency Similarweb, TikTok noticed utilization dip into the vary of 86-88 million each day lively customers within the U.S. instantly after the possession change. That compares with a typical common of 92 million each day lively customers.
The app has bounced again to greater than 90 million each day lively customers, indicating that many who left TikTok have since returned.
AsTikTok noticed a small dip in utilization, various video-sharing apps, UpScrolled and Skylight Social, started rising shortly. Though solely a tiny fraction of TikTok’s dimension, UpScrolled topped 138,500 each day lively customers at its peak on January 28; it has now dropped again right down to 68,000.
In the meantime, Skylight Social hit 81,200 each day lively customers, in keeping with Similarweb’s estimates and has since dropped to 56,300 each day lively customers. Total, Skylight Social noticed its consumer sign-ups improve to 380,000 as of late January, the corporate instructed TechCrunch.
TikTok’s utilization decline, which prompted some to attempt the brand new apps, wasn’t pushed by the possession change instantly, however quite by how customers feared it could impression their TikTok expertise. There have been rising considerations about TikTok’s updated privacy policy, which gave the app permission to trace customers’ exact GPS location. (This addition could possibly be associated to TikTok’s tests of a “Nearby” feed to indicate customers movies from native creators, however was added to the coverage alongside the change in possession, resulting in consumer backlash over privateness considerations.)
When studying the privateness coverage anew, some customers additionally found disturbing language, like how TikTok stated it could gather customers’ “immigration standing,” amongst different private information. Nevertheless, this turned out to be a reference that was included due to the California Shopper Privateness Act (CCPA), which requires companies to tell customers in the event that they gather sure delicate information. TikTok does that — within the sense that something somebody shares on the platform of their video content material technically turns into a part of the platform, so it requires disclosure.
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As well as, TikTok skilled an sadly timed, multi-day information heart outage, which brought about the app to not operate correctly, generally breaking search, likes, and feedback, inflicting video glitches, disrupting the algorithm, and creating points with the in-app chat. Customers believed these glitches meant TikTok was now censoring their content material, which despatched them in search of alternate options.
The corporate announced on Sunday night that the information heart outage was resolved, chalking it as much as a winter-storm-driven energy outage.
As customers made peace with the brand new phrases and situations and the outage-driven points have been resolved, customers returned to the platform, Similarweb’s information reveals. However there’s nonetheless hope for the newcomers, because the agency notes that TikTok’s utilization has been slowly declining over the latter a part of 2025, when utilization peaked at 100 million each day lively customers from July to October 2025, in contrast with the 90+ million seen now.
