This phenomenon was especially underlined during the coronavirus pandemic, with quality, storytelling, and accessibility standing out as main reasons to watch short videos. ![]() It also reflects recent changes in internet user behavior, such as shorter attention span resulting in short-form video platforms becoming major players. TikTok’s immense popularity mirrors one of the most significant technological trends of the past decade, the shift from desktop to mobile. ![]() User figures have soared and continuously increased on both Android devices and iOS devices, reaching over 30 million and 120 million monthly active users in January 2022, on the respective platforms. While TikTok app downloads slowed down during the first half of 2021, the popular video app still ranks as one of the leading apps in the Google Play Store and the Apple App Store worldwide. In July 2021, TikTok reached the milestone of three billion downloads worldwide, despite being banned in India the previous year and losing a considerably large audience.
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