Overview
- New March 2026 Harris Poll data shows 60% of Gen Z trust TikTok less than they did previously.
- Usage remains entrenched, with 65% using the app daily and 32% saying they plan to use it more.
- Nostalgia is strong, as 79% say they miss the platform’s earlier, less commercial, more unfiltered era with fewer ads and no TikTok Shop.
- Perceived quality is slipping, with 72% saying content feels staged, 53% calling it more commercial, and 39% reporting more low‑quality AI content; many also feel more mentally drained (43%) and overwhelmed (40%).
- Following ByteDance’s January move to form a majority American‑owned joint venture to avoid a U.S. ban, 64% report heightened data awareness, 51% perceive more censorship, and 28% of those aware of the sale worry more about free speech.