Wrapped for TikTok · Research
State of the Feed
"Wrapped for TikTok" gives people a personal recap of their time on TikTok. At the end, users can choose to donate their scrolling data to science. 16,981 people shared their data, and this report is what we learned from it.
Each of them donated their complete, anonymized TikTok data export to our research program: 568 million logged events from 83 countries, some reaching back to 2015.
01 · 2024 → 2026
Two years, one direction
Two waves of donations, eighteen months apart, measured with the same instruments. Before we go deeper, the headline: everything about how we watch moved the same way — faster, fresher, more often, later into the night, and on more days of the year.
The swipe · 2024 → 2026
40% less patience per video
Videos dismissed within three seconds: 23% → 33%.
The culture cycle · 2024 → 2026
Content is 41% younger
Watching that is less than a day old: 17% → 24%. A shared reference now expires in days, not weeks.
The sitting · 2024 → 2026
21% more sittings — and longer ones
The median sitting grew too: 19 min → 26 min. Consumption is rising from both ends at once.
The night · 2024 → 2026
The day's last scroll ends 60 minutes later
Days whose scrolling runs past midnight: 30% → 36%.
The habit · 2024 → 2026
The feed claims 24 more days a year
Days with any scrolling at all: 84% → 90% of the year. A day without the feed is now the exception — about 7 in 10 panelists have held an unbroken 30-day streak.
All readings · 2024 → 2026
Every needle, one direction
Bars are drawn to each metric's full scale. Two different panels, measured identically from their watch history — panel-to-panel, not within-person.
02 · Attention
The 9-second audition
Every video gets a heartbeat to prove itself before a thumb passes judgement. Across 464 million views, the verdict is remarkably consistent — and remarkably fast. Scroll on to watch a minute of feed time play out.
Keep scrolling to watch a minute tick by — and the panel's verdicts come in.
The two waves are different people, so this is a panel-to-panel comparison, not a within-person change — see methodology.
03 · Culture
The feed has no memory
The feed lives in an eternal present. Half of everything watched was less than 9 days old — and the past barely exists.
Different people in each wave — a panel-to-panel comparison, not a within-person change. Both are measured identically from watch history.
04 · Rhythm
The world scrolls on one clock
Aligned to each person's own local time, the panel's 83 countries collapse into a single daily heartbeat: quiet at 4 am, building all day, peaking after dinner — and never actually stopping.
Watching climbs all day and peaks at 8 pm. The quietest moment of the feed's day is 4 am.
Deep-night watching (midnight–3 am): 9% of the late-2024 panel's watching vs 8% for the 2026 panel.
05 · Sessions
“One more video”
The feed is consumed in sittings. Most are a coffee-break long — but the outliers do the heavy lifting: the 20% of sessions that run past an hour swallow 60% of all time spent watching.
06 · Engagement
Mostly, we just watch
The like button tells a quieter story than the culture around it suggests. For the overwhelming majority of videos, the only trace a viewer leaves is the swipe itself — and the reactions that do exist pool around astonishingly few people.
07 · Sharing
Sharing is whispering
When something is good enough to pass on, it almost never goes on a story or a wall. It goes to one specific person, in a private chat — 90% of the time without ever leaving TikTok.
08 · The algorithm
A feed of one
We talk about TikTok as shared culture, but the data shows the opposite: personalization is so deep that most of what you saw this year, statistically, no one else in a 16,981-person panel saw at all.
Of the 132M distinct videos the panel encountered, the overwhelming majority appeared in a single person's feed and no one else's. The dimmed cells on the left are that private majority; the lit cells are the shared culture.
The median hit spread across 12 countries, with its single biggest country holding only 41% of its audience.
09 · Methodology
How to read this
Everything above is computed from voluntarily donated, anonymized TikTok data exports. Here is exactly where the numbers come from — and where their limits are.
Who is in the panel
16,981 people who used Wrapped for TikTok and explicitly donated their anonymized TikTok data export for research. The panel skews toward our largest audiences (BR, US, SG) and toward people curious about their own screen time — it is not a representative sample of TikTok.
Watch time is inferred
TikTok exports record when each video started, not how long it played. We measure the gap to the next video start and treat gaps up to five minutes as watch time; longer gaps end a session. True watch time can differ when a video is left running.
Two donation waves
Most data arrived in two waves: December 2024 and March–July 2026. Any comparison across the waves compares different people, and every export only reaches as far back as TikTok's own retention for each data category. Where that matters, the report says so on the chart.
Local time is inferred
Exports carry UTC timestamps. Each panelist's timezone is estimated from all data in their dataset.
Only aggregates are published
Every number on this page is an aggregate over thousands of people. No individual viewing histories, videos, creators or sounds are identified, and monthly statistics require at least 50 contributing panelists.
The numbers
568,385,037 events, of which 464,272,908 are video views, spanning 2015-06-25 to 2026-07-16. Dataset release e317db0d, report generated 2026-07-30.
Are you a researcher?
Dig deeper than this page can
We are already working with academic researchers investigating this dataset well beyond what a report can show. If you would like to use it in your own scientific work, we'd love to hear from you — anytime.
[email protected]The dataset is available for scientific research only — commercial applications are not permitted. Access is granted exclusively under a data usage agreement that restricts misuse, and everything in it is anonymized and donated with explicit consent.
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