we re basically spending the whole show talking about it because of its enormous influence on other parts of the media. yeah, i think it was research released by ofcom a few months ago. it found that tiktok s audience in the uk was something like 3 million users in march last year, up to 14 million users just 12 months later. that means that roughly out of everyone in the uk that has a social media profile, about 21%, one in five people has tiktok. that s crazy reach, and the influence that it is exercising, like you mentioned the charts, music is being propelled by tiktok, people are picking up like lil nas x, old town road was a smash hit because of tiktok initially didn t do that well, but people do come to it to look for new trends, and that births new trends. and it s really interesting in a way that youtube helped pioneer, to elevate what would ve traditionally been a blogger, pivoting to vlogging. so, it became more about video, it changes the medium. tiktok forces people to
like you mentioned the charts, music is being propelled by tiktok, people are picking up like lil nas x, old town road was a smash hit because of tiktok initially didn t do that well, but people do come to it to look for new trends, and that births new trends. and it s really interesting in a way that youtube helped pioneer, to elevate what would ve traditionally been a blogger, pivoting to vlogging. so, it became more about video, it changes the medium. tiktok forces people to be creative in a more concise way, like in terms of shorter formats, but also longer ones can play into that. but i think it s so interesting and grabs especially younger people s attention so much because they like the fact that you can just flick through and you re not presented with a grid of videos and you have to choose. it s presented to you, algorithmically tailored to you based on your interests. and that s either a little bit creepy or incredibly useful, depending on how you look at it maybe a bit