New data from a major Russian mobile operator show a pronounced drop in TikTok usage over the last year. The trend highlights how user behavior is evolving as platforms compete for attention on fast growing mobile networks. While TikTok remains a widely used app, the latest numbers reveal a significant contraction in its audience among Russian smartphone users, with a notable caveat: adults aged 55 and older were the only group to show any increase in engagement during the period. The overall traffic within TikTok dropped by about half when comparing the most recent period to the same timeframe a year earlier.
Several factors appear to drive this decline. Policy changes that restricted posting for Russian users disrupted the platform’s appeal and may have redirected creators and viewers toward alternative formats. In addition, viewers have begun migrating to other short video and social media services that offer similar content experiences. YouTube Shorts, VK Clips, Likee, and Yappi have all gained traction as potential substitutes, with Likee in particular showing rapid growth in mobile traffic during the same timeframe that TikTok faced challenges.
The shift is not limited to Russia alone. In the European context, city administrations have begun reassessing the use of short video apps on official devices. Amsterdam, for instance, moved to restrict TikTok on office phones held by government employees. The intent behind this policy is to reduce exposure to information security risks and protect personal data, reflecting a broader caution about public sector use of social platforms that collect and process user information on a wide scale.
Across these developments, observers note that the competitive landscape for short form video is intensifying. Platforms are racing to secure stable audiences while also offering robust privacy protections and clear data handling policies. As a result, users weigh factors such as content diversity, user experience, and safety when choosing where to spend time online. The ongoing evolution of these platforms suggests that traffic shifts are not isolated incidents but part of a broader pattern in which audiences experiment with fresh formats and trusted corners of the internet that best fit their routines and privacy expectations.
Industry analysts argue that changes in regional policies, user age demographics, and the availability of alternative content ecosystems collectively influence how audiences allocate their time. For marketers and content creators, the implication is clear: success hinges on adapting to shifting preferences while maintaining strong data practices and transparent engagement with users. As the digital landscape continues to expand, the ability to respond quickly to new competitive pressures will play a decisive role in whether a platform sustains its relevance or cedes ground to rival services.
In summary, the recent trajectory of TikTok in Russia underscores a broader trend in which short video platforms face regulatory, competitive, and audience-driven pressures. The emergence of viable substitutes and careful considerations by public institutions reflect a growing emphasis on security, privacy, and user trust. The coming months are likely to reveal further adjustments as platforms refine features, governance, and cross-border strategies to appeal to diverse regional audiences while addressing the demands of a changing digital ecosystem. Attribution: DEA News reporting on MegaFon data, with context on platform shifts and regional policy responses.