TikTok is facing a massive wave of user backlash as the platform reportedly enters its “enshittification” era. This term, coined by author Cory Doctorow, describes the process where digital platforms intentionally degrade their user experience to maximize corporate profits. On March 6, 2026, Norway’s Consumer Council released a scathing report highlighting how the ByteDance-owned app has pivoted its algorithms to prioritize sponsored content and data harvesting over the creative videos users actually want to see.

The report from the Consumer Council specifically targets TikTok’s latest algorithmic shifts as “unfair prioritization.” According to The Register and Forbes, these changes have been accompanied by a surge in technical glitches and controversial updates to data collection policies in early 2026. Users are no longer just complaining; many are actively hitting the delete button. Reports from MediaPost indicate a measurable spike in app deletions following allegations of shadow-banning and increased censorship of non-commercial creators.

While TikTok has historically dominated the social media landscape, the current friction is creating a significant identity crisis for the brand. Cory Doctorow argues on craphound.com that this cycle is inevitable for tech giants that prioritize shareholders over their community. As of mid-March, ByteDance has not announced plans to roll back the algorithm changes, despite the growing chorus of frustration from consumer advocacy groups and longtime creators alike.