A recent study by Metricool, reported by the digital news website Mon Carnet, examined over 2.3 million posts from 92,000 TikTok accounts. The research aimed to understand how the growing volume of content on the platform is affecting user engagement and performance metrics. By comparing data from January and February 2025 to the same period in 2026, researchers found that the number of videos published had increased by 72 percent. However, the average number of views per post dropped by 31 percent, from about 47,884 in 2025 to 32,895 in 2026. This suggests that while more content is being created, each individual post is receiving fewer views. The study also found that the reach of TikTok videos—defined as the number of unique users who saw a post—decreased by 29 percent. Similarly, the number of interactions, such as likes, shares, and other user actions, dropped by 31 percent. The comments section saw an even sharper decline, with a 45 percent reduction in engagement. This indicates that users are not only watching less content but also participating less in discussions or reactions to what they see. Interestingly, the study noted a significant shift in the types of content being posted. Posts consisting of images and carousels—multiple images displayed in sequence—increased by nearly 140 percent, despite TikTok originally being designed as a video-based platform. However, video content still holds a clear advantage. Videos achieved average viewing scores five times higher than photos or carousels and generated approximately eight times more likes and seven times more shares. This suggests that while other formats are becoming more common, video remains the most effective for engagement. In summary, the study highlights that the competition on TikTok is intensifying as more creators join the platform. While the volume of content is growing rapidly, the challenge for creators is becoming more difficult: even with more posts, it is harder for any single piece of content to stand out and gain visibility. This trend may influence how creators approach content production and how platforms like TikTok manage their algorithms to balance user experience and engagement.