The beginning of a significant decline, or just what's to be expected?
According to the latest data from AppFigures, TikTok was once again the most downloaded app in November, followed by Instagram, Facebook and TikTok editing app CapCut.
As you can see above, TikTok and CapCut were actually one and two on iOS, while Instagram remains popular on Android, which is at least in part due to downloads of the app in India, where TikTok is banned. And despite the many rumors of its demise, Facebook remains popular, especially in developing markets, while the overall rise of CapCut once again points to the influence of TikTok, and the expanded opportunity for the app to facilitate new trends and monetization opportunities.
But, there are some signs of weakness in TikTok's thus far unstoppable growth machine. According to recent data sourced via Sensor Tower (and shared by Eric Seufert), US installs of TikTok declined almost 33% year-over-year in November.
A growth plateau, to some degree, is maybe expected, given overall downloads of the app over time, but it's worth noting that Meta's apps have continued to see download momentum, as TikTok has begun to slow.
That might not mean anything major as yet - and I definitely don't think it suggests that TikTok is losing audience attention. But it's another trend to watch, and it'll be interesting to see if there's a shift away from TikTok, or whether its growth is actually restricted to younger audiences, much like Snapchat. Though even then, TikTok's growth has already far outstripped Snap in overall usage.