The main reason for TikTok’s growth rate shrinkage is in the United States.
Since the summer of 2017, the global version of TikTok has maintained a high growth momentum, but in the third quarter of this year, it suffered the first decline in global downloads.
Mobile App Data Analytics Sensor Tower data shows that as of the third quarter of September this year, TikTok’s new users in the App Store and Google Play are expected to be 177 million, down 4% year-on-year. For an application that has become the most downloaded and installed in the US a year ago, the market is limited, and the slowdown is normal.
But the data is still worth opening. As the world’s most downloaded social media app in September 2019, TikTok installed nearly 60 million in a single month. In the meantime, the country with the most installed apps was India, which accounted for 44% of its total downloads, while the US accounted for 8% of its total downloads.
The main reason for the increase in TikTok is in the US market. In the second quarter, TikTok’s new subscribers grew by only 16% year-on-year, compared with 182% in the first quarter. As an app that regularly advertises on Facebook, TikTok has previously won the seat of Facebook’s largest app installer for four quarters, but suddenly fell out of the top ten in the second quarter of this year.
TikTok’s reduction in advertising on Facebook may be due to adjustments in its revenue strategy, or it may be the result of increased competition with Facebook.
Sensor Tower data shows that in the past 12 months, TikTok’s app has been downloaded more than 750 million times, while Facebook’s downloads are 715 million, and Instagram’s downloads are 450 million. YouTube downloads The volume is 300 million, and Snapchat’s downloads are 275 million.
In addition to its relationship with the US social application “Love and Hate”, TikTok has also been influenced by the US regulatory level. Reported yesterday, the US Foreign Investment Committee (CFIUS) has already been on the parent company of the vibrato – Beijing Bytes Technology The company’s acquisition of the US music short video software Musical.ly launched a national security investigation to protect the interests of US countries and businesses from harm, and to maintain the data privacy of US users.
Now, bytebeat is working with CFIUS negotiated to solve the problem without divesting Musical.ly assets. Although the formal investigation began only this month, the appeal from members of the US Congress has been open for several months, enough to affect the American society’s impression of TikTok.
TikTok said this year that it has 26.5 million monthly active users in the US, and about 60% of them are between the ages of 16 and 24.
It is worth mentioning that TikTok’s excellent performance in India has hedged the adverse effects of the US market. As the largest market for TikTok, India has more than 200 million users. Although has caused troubles in the Indian government many times, the bytebeat has achieved profitability in the country.
Indian Media India Times reported that in the first full year of operations in India, bytebeats achieved revenues of Rs 4,370 crore and net profit of Rs. 340 crore.