Study by a tool
TikTok publishes 80% more content, but each video is watched 31% less
Metricool study on 2,314,756 posts from more than 92,000 accounts.
Source: Metricool, Estudio TikTok 2026
Total volume rose nearly 80% in a year, but each video is watched 31% less, reach falls 29% and comments drop 45%. 73% of views come from the For You feed.
Keyword and hashtag search rose 114% and now accounts for 10% of views. TikTok continues growing in accounts faster than Instagram: 16.47% vs. 8.93%.
Engagement rate