• by Colin Kirkland , March 10, 2026

A new report from research and analytics company The Harris Poll reveals that an increase in advertising and influencer culture, privacy concerns, and other factors are beginning to impact loyalty among Gen Z users of digital culture hub TikTok.

According to the report, no other generation relies on a single app as heavily as Gen Z relies on TikTok for culture, with nearly double the engagement of YouTube, the second-most popular choice among Gen Z users.

However, TikTok’s relevance may now be dwindling among Gen Z users and creators based in the United States.  

The Harris Poll found that 79% of Gen Z TikTok users "miss the early days" of the six-year-old app, prior to the influx of brand partnerships and the launch of TikTok Shop, the company’s ecommerce initiative. 

Specifically, 41% of these users feel nostalgic for a time when TikTok had fewer ads and brands, while 34% miss seeing relatable content and raw, unfiltered content in their feeds, 33% miss the absence of TikTok Shop and 27% crave less influencer culture. 

“Gen Z resents TikTok’s commercialization more than any other generation,” the report reads. “The TikTok Shop backlash and the loss of niche communities hit them hardest.”

Furthermore, the United States’ TikTok selloff bill and its deal with ByteDance has also led to a rise in skepticism around privacy and censorship.

The study shows 74% of Gen Z users think twice about who they engage with on the platform, while 60% report trusting TikTok less than they formerly did following new U.S. ownership.

In line with recent criticisms from celebrities and popular influencers, over half of Gen Z users now feel that the platform is more censored than it was a year ago, with 64% saying that the ownership changes made them more aware of their data.

Notably, 28% of Gen Z users aware of the recent ownership changes in the U.S. are now more worried about free speech despite the sale’s proposed purpose of diminishing privacy concerns in relation to Chinese ownership. 

A significant portion of Gen Z is also dissatisfied with the way TikTok makes them feel now compared to a year ago, stating that they feel more mentally drained and overwhelmed.

Almost three quarters of the users included in the study believe that in-feed content feels staged and performative, while more than half of Gen Z users say it is “more commercial.”

Touted for its algorithm, TikTok’s recommendations systems are also being flagged by Gen Z users, with 33% saying they now have to “actively train” their algorithm because it is not as personalized or relevant as it used to be. 

Creators also seem to be dissatisfied with the platform following new ownership. According to the study, nearly half of Gen Z creators report posting less or shifting their attention to another platform. Almost one-third of users have noticed this creator behavior. 

“This is a warning signal that TikTok’s ecosystem is destabilizing,” the report suggests. 

“Gen Z still shows up to TikTok every day, but they’re showing up skeptical, exhausted, and nostalgic for a version of the platform that's already gone,” says Libby Rodney, chief strategy officer at The Harris Poll. “That’s not loyalty — that’s habit. And habits break.”