The social media giant experienced a notable decline in daily active users and time spent on the app following the ownership transition, as users explored alternatives including Instagram Reels, YouTube Shorts, and emerging competitors.

However, new data shows TikTok numbers climbing back to pre-transition levels, suggesting user loyalty to the platform algorithm and content ecosystem ultimately outweighed concerns about the ownership change.

The recovery poses challenges for rival platforms that had invested heavily in capturing TikTok displaced users, many of whom have now returned to their preferred platform.