TikTok’s Consumption Among Pakistani Youth

A Uses and Gratifications Theory Approach

Abstract

Social media platforms are used more extensively than traditional media, like television, radio, and newspapers. People actively seek to gratify their social, informational, and entertainment needs through digital platforms. This study explores the TikTok consumption patterns among Pakistani university students through the lens of the Uses and Gratifications theory. TikTok is rapidly gaining popularity in Pakistan, particularly among the youth. The research investigates the motivations driving their engagement with the platform. The study employs a qualitative thematic analysis of semi-structured interviews with (n=50) Kohat University students, (25 male and 25 female). The study identifies key gratifications, including entertainment, self-expression, social interaction, education, lifestyle inspiration, and emotional relief. The findings conclude that youth actively use TikTok to satisfy diverse psychological, social, and informational needs, with content consumption shaped by algorithmic personalization and short-form video design.