Talking Point: Is PS5 Really in Competition with TikTok? 1
Image: Push Square

One talking point that’s been popping up a lot recently is that console manufacturers are no longer in competition with each other.

The theory – one which has been explicitly mentioned by Microsoft recently and alluded to by PlayStation in the past – is that social networks like TikTok are the real enemy, simply because of how much time they consume.

This is particularly true among younger generations, where 55% of the app’s engagement comes courtesy of those under the age of 30.

Meanwhile, in the United States, average video game spending between those aged 18 and 24 has plunged by as much as 25%.

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In a recent interview, Microsoft CEO Satya Nadella said that “gaming’s competition is short-form video”.

Xbox first-party boss Matt Booty was a little more specific, saying his company is competing with “everything from TikTok to movies” – and not necessarily PS5.

Talking Point: Is PS5 Really in Competition with TikTok? 2
Image: Push Square

While Sony hasn’t gone on record to the same extent, ex-PlayStation boss Shawn Layden made similar remarks in an interview with Eurogamer.net late last year.

“We're losing the next generation to TikTok,” he warned. “The competition for gaming isn't Xbox and Nintendo. It's everything else in the freaking zeitgeist that can take your time away from your gaming activity.”

So, is it true?

There’s no question, particularly among younger generations, we now live in an attention economy. Companies are no longer fighting for your dollars, but for your time instead.

While TikTok’s short-form video is a great touching point, it’s not the only example of entertainment pulling interest away from gaming. YouTube, Twitch, Instagram, and even streaming services like Netflix fight for your attention just the same as games.

Talking Point: Is PS5 Really in Competition with TikTok? 3
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A recent study by researchers at Carnegie Mellon University and the Indian School of Business found that TikTok use added an average of 221 minutes of screen time per week among heavy users.

Further research argues that apps like TikTok, with their bitesized content, can have an impact on overall attention spans.

Seeing as gaming generally skews towards longer more engaged sessions, it’s not hard to understand why industry executives are getting antsy about this emerging threat.

In fact, some studies have shown that where TikTok usage increases, engagement with outside apps – such as games – has a tendency to decrease.

We’d need a lot more research to truly understand the correlation between the two, but gaming finds itself in a unique position where it can’t be enjoyed passively like other forms of entertainment.

Talking Point: Is PS5 Really in Competition with TikTok? 4

In other words, you can still watch Netflix and listen to Spotify while you chain yourself to the TikTok algorithm – but you’re probably not going to get many Victory Royales in Fortnite while you watch your favourite Korean mukbang.

But therein lies the paradox of all this: live service games like the aforementioned Fortnite are enormously popular within TikTok. In fact, the social media platform has become a great place to promote games.

PlayStation has over 5.4 million followers on TikTok, for example. Fortnite is even more popular, with a jaw-dropping 17.1 million followers.

And TikTok’s own data claims that over 82% of its active users play games, with the app promoting discoverability and leading to higher game sales when clips go viral.

There’s an argument that if people are spending time watching games, then they’re less likely to play them, but this has never been positioned as a particularly big problem when it comes to rival platforms, like Twitch.

Talking Point: Is PS5 Really in Competition with TikTok? 5
Image: Push Square

So, is TikTok really a threat to the PS5?

Well, the reality is that all other forms of entertainment are a potential problem for PlayStation, and Sony needs to work hard to ensure you want to spend your leisure time engaging with its console.

TikTok is a unique situation because its short-form, bitesized style of entertainment runs contrary to the long, immersive experiences the PS5 tends to provide.

But the reality is, the two platforms serve very different mental spaces.

TikTok may be addictive – but it’s more likely to be something you snack on to pass the time. Therefore, there’s an argument that TikTok is reducing idle time – and not necessarily gaming time.

The reality is that both TikTok and PS5 are competing for how people spend time, but they’re not necessarily fighting over the same kind of experience.

So, for PlayStation to remain relevant in this new era of short-form entertainment, it needs to keep delivering experiences that encourage people to pick up the DualSense – and ultimately put down their phones.

Has TikTok had any meaningful impact on your gaming time, or are you still loyal to your PS5? Scroll to the comments section below and let us know.

Do you think TikTok is competition for the PS5? (701 votes)

  1. Yes, people are spending more time scrolling than gaming16%
  2. Kind of, they’re competing for attention, not experiences29%
  3. No, TikTok and gaming are totally different activities21%
  4. I don’t use TikTok, so I couldn’t care less34%

Have apps like TikTok changed how often you play games? (654 votes)

  1. Yes, I play a lot less now2%
  2. A little, I notice I scroll more than I used to9%
  3. Not really, I balance both10%
  4. No chance, gaming always comes first79%

What’s the biggest threat to PlayStation’s screen time right now? (640 votes)

  1. TikTok and social media23%
  2. Streaming platforms like Netflix12%
  3. Competing consoles or PC29%
  4. Real life activities35%