Time is Tik(Tok)ing: An Insight on Contemporary Media Consumer Behavior - An exploratory study on user-generated content’s potential impact on contemporary media consumption

Abstract: The drastic entrance and growth of TikTok during the last years have introduced new ways of consuming entertainment which has been adopted by individuals globally. Due to its novelty this type of media consumption is a rather understudies subject, which is why this study will explore new tendencies and behaviors occurring among consumers to provide inspiration for further research. Five concepts were identified from previous literature that covered research on how media is consumed today in regard to how different media is combined (i.e., TV and smartphone) and how user-generated content (UGC) has impacted media consumption in general. Qualitative interviews then provided insights into contemporary TikTok consumption. The findings unearthed some new consumer behaviors and attitudes that show how TikTok encourages aspects of addictive behaviors through its user-friendly and personalized UX design. The fast-paced nature of media consumption facilitated by TikTok further leads to more frequent changes in trends and less established communities that are more agile and constantly reappearing in new cultural phenomena. Ultimately, the term fast media is proposed as a new term for describing contemporary media consumption. Fast media takes inspiration from the emerging fast fashion concept and highlights how media with generally lower quality (UGC nature) is generally preferred in favor of more traditional entertainment due to its accessibility and instant gratification. The fast media is then disposed of soon after being adopted, as new trends constantly arise.