Why are my TikTok views going down?
You're not alone. Comparing the same creators, views per video fell about 15% from early 2025 to late 2026, and most for big accounts: creators with 100k+ followers got 41% fewer views per video. Breaks and sponsored posts also cost views.
What we found
- Big accounts are losing the most: 100k–1M followers −36%, 1M+ −54%, against their own early-2025 videos.
- Small accounts held steady (under 10k followers: +11%).
- A month or more off cost about 14% of views for the next 10 videos.
- Brand deals got 25% fewer views than the creator's normal posts.
- The shift started in autumn 2025, before TikTok's US sale, and hit creators outside the US too.
Change in views per video since early 2025, by account size
The same creators, July–October 2026 against January–June 2025.
How we know: We collected the back catalogues of 1,692 TikTok creators of every size since January 2025 and compared each creator's recent videos with their own earlier ones.
Read the full study: Does having followers actually get you more views?
Related questions
Is my TikTok account shadowbanned?
We can't see shadowbans in public data. What we can see is that views per video fell for most creators we track, especially big accounts, so a drop on its own doesn't mean your account is being held back.
Did TikTok change its algorithm?
Something shifted: in our data the drop for big accounts began in autumn 2025 and continued through 2026, and the same creators' views are more and more about each video rather than their follower count.
How do I get my views back up?
Post consistently (breaks cost views), lead with a specific promise in your hook, and judge yourself against your own last few months rather than accounts your size.