TikTok's Impact on Traditional Media Ecosystem

TikTok is gaining a significant share of people's time, particularly among young male consumers. Its one-channel approach utilizing AI-driven algorithms provides more targeted content, eliminating the need for multiple channels. This singular focus is in contrast to the overwhelming choice offered by traditional media platforms, leading to decision fatigue among consumers. As a result, TikTok's recommendation engine surpasses those of platforms like Netflix, which still demand extensive time and effort from users in making viewing choices. Furthermore, while Netflix consumption has plateaued, TikTok and YouTube continue to gain traction, demonstrating the shifting landscape of media consumption.