Gen Z’s Evolving Relationship with TikTok

Photo by Arthur Maiorella for The Harris Poll

Gen Z put TikTok on the cultural map. They built its communities, drove its trends, and made it the defining platform of a generation. But something has changed.

Despite remaining the #1 source of culturally relevant content for Gen Z — with 37% turning to TikTok first, nearly double any other platform — the relationship has grown complicated. Trust is eroding. The algorithm feels broken. The content feels staged. And 79% of Gen Z TikTok users say they miss the early days of the platform.

“Gen Z still shows up to TikTok every day, but they’re showing up skeptical, exhausted, and nostalgic for a version of the platform that’s already gone. That’s not loyalty — that’s habit. And habits break.” –Libby Rodney, Chief Strategy Officer, The Harris Poll