TikTok Usage in Saudi Arabia

TikTok's rising popularity among Saudi youth calls for deeper insight into how content is perceived across generations. This study focuses on the top 20 Saudi TikTok influencers as of June 2023, analyzing metadata from 15,526 videos and 5,159 comments. Over 500 videos were reviewed, with 183 closely examined across Generation X, Generation Y, and Generation Z to explore differing interpretations and emotional responses. English-language sentiment analysis of comments revealed that humorous and talent-based videos, particularly pranks, were most popular, while music and lip-sync content drew higher engagement. The study concluded that Generation Z participants preferred fun and entertaining video content, whereas Generation X participants tended to be more critical of content and content creators. Cultural themes were especially impactful for younger viewers. Statistical analysis highlighted that emotional responses varied significantly by generation, highlighting differences in emotional expression and regulation. Generation Y participants reported significantly higher levels of joy and trust compared to the other generations, while Generation Z participants exhibited significantly more disgust in their responses.