Can linear television, streaming services and TikTok coexist? The answer is yes, according to new research commissioned by the latter.
TikTok found that people are not only spending less time watching linear TV, but 90% of them are typically multitasking while watching, with 53% doing so every time or almost every time.
The video creation platform pointed out that viewers can’t actively engage with TV and streaming services, adding that 47% of respondents pay full attention to TikTok, 21% higher than other platforms, while 93% have taken action after viewing content on TikTok, such as adding items to their cart or visiting a brand’s website.
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