The company knows that clips over 60 seconds in length stress users out. That won't stop it from chasing the lucrative long-video market.
, and has even tried 10-minute videos among a small group of beta testers.
The average TikTok user—of which there are one billion worldwide, more than 100 million in the United States, and 23 million in the UK—spends an hour and 25 minutes on the app every day, according to data shared by TikTok in an private presentation to business clients in late January 2022. The average TikTok user opens the app to watch videos 17 times a day.
Yet extending video length comes with plenty of risks. It sacrifices one key factor that has allowed TikTok to differentiate itself from competitive apps: Its algorithmic advantage. By peppering users with different, shorter videos, TikTok can gain more insights about a user’s interest than fewer, longer ones. “You get more pieces of data on how people are interacting with more pieces of content,” says Hank Green, a veteran content creator and founder of VidCon.
Longer videos that users can watch while doing something else—known as second screening—may mean TikTok is onto something. “Successful tech will find a productive place within our attention eco-systems which does not threaten the quality of life of its users,” she says. It’s an issue that plenty of platforms have had to wrestle with in the past: The small tweaks they make to their algorithms or features can, because of the ubiquity of social media, have outsized impacts on us all.
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