Personalization: The For You feed becomes increasingly personalized over time, with up to 80% of videos matching predefined user interests after about an hour of scrolling. In the other side the highest amount of shared videos among users occurs within the first 15 minutes of using the app, decreasing later as content becomes more personalized.
Commercial Content: On average, 21% of videos in users’ watchlists were from accounts indicating commercial interest, without being labeled as official ads. This is in addition to the 20% of videos that are official ads, that we have previously measured.
User Perception: In our survey, users estimated that every second post on TikTok is an advertisement or product recommendation, closely matching our findings on the prevelance of commercial content.
