Commentary

What If TikTok Was A Mid-Size Cable Network?

Pew Research Center this morning updated its estimates for social media usage among American adults, finding that YouTube still dominates with 84% of the population, followed by Facebook (71%), Instagram (50%) and TikTok (37%).

That stat is based on Pew's survey among those Americans who say they ever use each …

3 comments about "What If TikTok Was A Mid-Size Cable Network?".
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  1. Dan C. from MS Entertainment, November 21, 2025 at 4:58 p.m.

    If the coveted demographic by advertisers is 18 to 34-year-olds, and TikTok consistently leads with engagement rates that are multiples higher than other major platforms, then why would you consider that disproportionate attention?


  2. Ed Papazian from Media Dynamics Inc, November 23, 2025 at 4:20 p.m.

    Regarding comparisons between Cable at its prime and You Tube, let's remember that at that time--roughly 2000-2015--cable's collective share of viewing was about 40-50%and just about every cable home resident watched --on average--about 5-8 channels weekly. You Tube has a much smaller audience by comparison--only 13% of all viewing and, per other sources--only about a 60-65% reach in terms of users who devolte something like two hours per day to 18-20 videos. 

  3. Kenny Kurtz from Persuasion Marketing And Media replied, November 24, 2025 at 7:32 a.m.

    The better question night revolve around why 18-34 remains such a coveted demographic. Mr. Mandese referenced rethinking "reach." No matter how frequently  the younger among us are frenetically mucking around on TikTok, I'm not convinced they're truly being "reached." Nor am I convinced, what with the very compelling expose on AI virtually eliminating so many entry level jobs for the 21 to 25 demographic I recently read, that the young among us actually have the wherewithal to purchase much of anything. 

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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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