TikTok usage recovery is becoming increasingly evident after a brief disruption triggered by a shift in US ownership. Following the takeover of TikTok’s US operations by a group of American investors, daily active users briefly declined before rebounding strongly, according to estimates from digital intelligence firm Similarweb.
Immediately after the ownership transition, daily active users in the US reportedly fell to between 86 and 88 million, down from a typical average of around 92 million. Recent data now shows usage climbing back above 90 million daily active users, signaling that many users who initially paused or left the platform have since returned.
Short-Lived Gains For Rival Platforms
Temporary uncertainty around TikTok opened a window for smaller competitors. Apps such as UpScrolled and Skylight Social saw noticeable but short-lived spikes in engagement as users explored alternatives.
UpScrolled reached a peak of approximately 138,500 daily active users on January 28 before declining to about 68,000, according to Similarweb data. Skylight Social experienced a similar pattern, rising to roughly 81,200 daily active users before falling to around 56,300. Despite the drop in usage, Skylight Social reported strong growth in registrations, with total sign-ups reaching 380,000 by the end of January, as shared with TechCrunch.
Privacy Policy Changes Sparked User Anxiety
Concerns around data privacy played a central role in TikTok’s temporary dip. A revised privacy policy allowing the platform to collect precise GPS location data unsettled many users, particularly alongside the launch of a Nearby feed designed to surface local content.
Additional backlash stemmed from vague policy language that could lead to the collection of sensitive information, such as “immigration status.” Later clarifications indicated that this disclosure was tied to compliance with the California Consumer Privacy Act, which requires companies to disclose categories of sensitive data they may process .
Compounding privacy fears, TikTok suffered a multi-day data center outage that disrupted searches, likes, comments, and content recommendations. Users reported video glitches and algorithm irregularities, with some alleging censorship.
TikTok attributed the disruption to a power outage caused by winter storms affecting its data infrastructure. Once technical stability was restored and users adjusted to the updated policies, traffic levels began to normalize, according to Similarweb metrics .
Long Term Trends Still Worth Watching
Despite the recovery, broader usage patterns suggest potential long-term challenges. Data indicates that TikTok’s US user base peaked at roughly 100 million daily active users between July and October 2025, followed by a gradual decline toward the end of the year.
Growing competition, heightened regulatory scrutiny, and evolving user expectations around privacy may continue to shape TikTok’s trajectory in the US social media landscape.
Key Takeaways
- TikTok usage recovery pushed daily active users back above 90 million in the US.
- Ownership transition caused only a temporary decline in engagement.
- Rival apps gained short term traction but struggled to retain users.
- Privacy policy changes and GPS tracking raised significant user concerns.
- Data center outages amplified distrust during a sensitive transition period.
- Long term usage trends suggest rising competition and regulatory pressure.