TikTok users have been deleting the app at a higher rate since the company announced that its U.S. operations would be housed in a new joint venture.
The short-form video platform’s daily average app uninstalls in the U.S. have increased nearly 150% over the past five days compared with the previous three months, market intelligence firm Sensor Tower told CNBC.
That because Vine was designed to be fun and simple. Users only had 7 seconds to make a memorable video, and so people got really creative with it. You can’t possibly convey anything of value in such a short duration, so people just the platform for fun.