TikTok Says That Users Are Now Spending Half Their Time in the App Watching Minute+ Long Clips

27 Nov 2023

While TikTok’s growth is unprecedented, and its ad business is growing in-step, where TikTok’s still struggling to establish firm footing is in creator monetization, and ensuring that its top stars are able to maximize their popularity through direct income from their TikTok clips.

Which is a major concern. Vine, for example, which many consider to be the predecessor to TikTok, was eventually forced to shut down because it wasn’t able to establish a creator monetization pathway that was on par with competitors.