Business Insider has written about how much TikTok’s growth rate has collapsed. I think it’s a combination of a few things
• Law of large numbers. Almost every eligible user is already on it.
• Every major competitor has added similar features.
• Attention is a zero sum game. There are no more available entertainment minutes in the day. So it has to compete with streaming shows, gaming, other apps, etc.
https://www.businessinsider.com/tiktok-growth-collapsed-life-getting-in-way-2024-3