A new report from The Harris Poll suggests that while Gen Z still spends a lot of time on TikTok, many users are becoming more skeptical about the platform.
According to the survey, 65% of Gen Z respondents say they use TikTok daily, showing the app remains deeply embedded in their online habits. However, their attitudes toward the platform appear to be shifting as concerns about commercialization, ads and influencer culture grow.
Gen Z still uses TikTok heavily
Despite growing criticism, TikTok remains a major hub for Gen Z culture. Around 37% of Gen Z users say they turn to TikTok first for entertainment, pop culture and trends, nearly double the share for any other platform.
Daily usage also remains high, with roughly two-thirds of Gen Z reporting they open the app every day. However, the survey suggests that frequent use does not necessarily mean strong loyalty. Researchers say many users continue to open the app out of habit rather than enthusiasm.
Nostalgia for “old TikTok”
One of the report’s most notable findings is how nostalgic Gen Z already feels about the platform’s earlier days. Around 79% of Gen Z TikTok users say they miss what the app was like before it became heavily commercialized.
Many respondents say they preferred the platform when it had fewer brand partnerships and ads. About 41% specifically said they miss a time when TikTok feeds contained fewer sponsored posts, while 34% said they miss seeing more raw and relatable content.
Others pointed to features like TikTok Shop and the growth of influencer marketing as signs that the platform has changed significantly in recent years.
Trust in the platform is declining
The survey also found that trust in TikTok may be weakening among Gen Z users. About 60% of respondents said they trust the platform less than they used to, while 74% said they now think more carefully about what content they interact with. For now, TikTok still dominates Gen Z’s attention. But the data indicates that while the generation continues to use the app heavily, their relationship with the platform may be becoming more complicated.