Ever feel like an app knows you a little too well? Whether it’s a video feed that keeps you scrolling, a curated playlist that perfectly matches your mood, or a product suggestion that’s almost too specific, our most addictive apps do more than deliver content. They anticipate what we want next, often before we even know. Some platforms get it right, making their experience feel seamless. Others? Not quite as much.
To find out which apps Americans think do the best job of delivering personalized content, we surveyed people across the country about their experiences with 15 popular social media, streaming, and shopping platforms. We asked how well each app tailors content to their interests, whether algorithms improve the more they use an app, and which platforms they trust the most to get it right.
Personalization is the key to an engaging experience—whether it’s the next viral video, a can’t-miss playlist, or a winning hand. Here’s what we found.
What Apps Do Americans Think Deliver the Most Personalized Content?
We surveyed Americans about 15 popular digital giants in the social media, streaming, and online shopping world, asking them to rate how personalized the content they see feels on a scale from 1 to 10. Below are the percentages of respondents who rated each app an 8, 9, or 10, meaning they believe the content is highly personalized to their interests:
The Apps With the Best Algorithms, According to Users
The Most Personalized Apps:
- YouTube (48.6%) – As the top-rated platform, YouTube’s recommendation engine is known for keeping users in an endless loop of videos tailored to their viewing habits.
- TikTok (47.3%) – The “for you” page’s addictive algorithm quickly adapts to even the most niche interests, making it a close second.
- Amazon (45.4%) – From suggested products to personalized deals, Amazon’s recommendations are built to drive sales by understanding what users want before they even know it.
- Spotify (41.1%) – With its Discover Weekly and personalized playlists, Spotify curates music based on past listening habits, earning a strong spot on the list.
While video platforms dominate the top spots, shopping and music apps also rank high, showing that personalization isn’t just about content—it’s about anticipating user preferences.
Mid-Tier Apps for Personalized Suggestions:
- Instagram (34.1%) – With its mix of followed content and algorithm-driven suggested posts, Instagram’s personalization doesn’t rank as highly as its competitors.
- Netflix (32.9%) – Despite its recommendation engine, Netflix lags behind other platforms, possibly due to its rotating library or shared accounts disrupting individual preferences.
- Reddit (32.2%) – Since Reddit’s content is user-driven, personalization is more about which communities people engage with rather than an AI-driven algorithm.
Streaming Services Lag Behind
- Hulu (26.3%)
- Prime Video (26.2%)
- Disney+ (26.1%)
- Max (25.6%)
Four major streaming services cluster in the mid-to-low range, indicating that while they can offer suggestions that feel personal, users may not feel their experience on them is quite as tailored as it is on their social or music streaming platforms. This makes sense, since movies and TV show libraries aren’t going to update quite as often as our social feeds.
The Least Personalized Apps:
- Facebook (26.7%) – Once a leader in algorithmic content, Facebook’s aging user base and evolving platform may contribute to its lower ranking.
- Apple TV+ (22.0%) – With a smaller content library than competitors, Apple TV+ may not have enough data to build strong personalization.
- LinkedIn (19.3%) – Designed for professional networking rather than entertainment, LinkedIn’s algorithm is less focused on personalization and more on connections… for now.
- Twitter/X (18.9%) – Despite offering a “for you” feed, Twitter/X’s real-time nature means personalization takes a backseat to trending topics.
- Snapchat (15.6%) – With its emphasis on direct messaging and ephemeral content, Snapchat’s algorithm doesn’t seem as focused on content recommendations.
While social platforms like TikTok and YouTube excel at learning user preferences, others—especially traditional social networks and streaming services—struggle to offer the same level of tailored content.
Overall, Americans seem to feel that short-form video platforms and shopping apps do the best job of serving content that matches their interests. Streaming platforms, despite having recommendation engines, don’t seem to have the same impact.
Next, we’ll break down which app residents in each state think delivers the most personalized content, highlighting regional trends in user experiences.
The Apps Each State Thinks Deliver the Most Personalized Content
Now that we’ve established the apps that excel at personalizing content nationwide, let’s zoom in a bit and find out what our survey unearthed on a local level. Based on our responses, different states seem to rely on different platforms, shaping how users experience their algorithms across the country. Here’s what stood out from our state-by-state analysis:
YouTube Dominates Nationwide (20 States)
- As the most popular response nationally, YouTube’s dominance in individual states isn’t too surprising. Its recommendation engine is fine-tuned to serve users with hyper-relevant content based on their watch history, engagement, and even how long they pause on a video before scrolling.
- YouTube’s strong presence from large coastal states like Florida to more sparsely-populated Midwestern ones like Nebraska and North Dakota suggests its algorithm resonates with a broad audience, regardless of location.
TikTok’s Algorithm Reigns in the South and West (12 States)
- TikTok’s “for you” page is widely regarded as one of the most powerful content algorithms out there, quickly learning user preferences and feeding them hyper-relevant content.
- Its popularity in entertainment hubs like California and Georgia makes sense, as these states are home to strong influencer and creator cultures that thrive on TikTok’s engagement-driven model.
- The presence of states like Idaho and Iowa also shows that TikTok’s reach isn’t just limited to coastal cities—it’s become a key platform nationwide.
Amazon’s Personalization Appeals to Consumers in 8 States
- Unlike social media apps, Amazon’s algorithm is designed to sell, curating product suggestions based on browsing history, past purchases, and even location-based trends.
- The fact that Amazon ranked highest in New York and Massachusetts, two major economic hubs, highlights how e-commerce personalization plays a big role in consumer behavior.
Spotify Connects with Listeners in 6 States
- Spotify’s Discover Weekly and Release Radar playlists use a mix of AI and user behavior to keep music recommendations fresh and personalized.
- The app’s presence in states with diverse musical influences—like Colorado’s indie scene and Ohio’s rock history—suggests that listeners value its ability to tailor content to niche tastes.
The One-State Standouts: Instagram and Reddit
- Instagram (North Carolina) – While Instagram’s algorithm is known for mixing followed content with suggested posts, its ranking in North Carolina is a surprise given how many users feel its personalization isn’t as strong as competitors like TikTok.
- Reddit (Wisconsin) – As a discussion-based platform, Reddit’s personalization relies on user-selected communities rather than AI-driven recommendations. Its ranking in Wisconsin could suggest a strong preference for user-controlled content over algorithmic curation.
Social media platforms that were created to give users what they want before they even know it, like YouTube and TikTok, unsurprisingly dominate our study on personalization. Amazon’s commercial appeal ensures it stays relevant for people all over the country, and Spotify’s presence in so many states tells us that personal playlist curation is working for music streaming apps.
Next, we’ll dive deeper into how effective Americans think app algorithms really are—exploring whether frequent users feel more catered to or if some platforms miss the mark entirely.
Do Popular App Algorithms Actually Get It Right?
Every time we open an app, we expect it to deliver content that feels relevant—whether it’s a video recommendation, a product suggestion, or an ad that somehow knows what we were just thinking about. We wanted to round out our study by seeing if Americans think these algorithms actually work. Do they improve the more we use them, or do they just feel like a digital echo chamber?
To find out, we asked Americans how effective they think app algorithms really are. Here’s what we learned.
Some Apps Are Seen as Smarter Than Google
When it comes to delivering relevant content, Google is often considered the gold standard. But in our survey, many believe certain apps do an even better job of predicting what they want.
These are the five apps that Americans most often selected as having a better algorithm than Google:
- YouTube (41%)
- TikTok (33.2%)
- Amazon (32.4%)
- Facebook (23.2%) & Instagram (23%)
The fact that many users trust YouTube, TikTok, and Amazon more than Google shows how these platforms have mastered predictive content—whether it’s entertainment or shopping.
Frequent Use = Better Personalization?
Most Americans believe that the more they use an app, the better it gets at tailoring content:
- 88% of respondents think increased usage leads to more personalized recommendations on social media and streaming apps.
- The apps that users believe improve the most with frequent use are: YouTube (53.5%), TikTok (39.3%), Amazon (37.6%), Instagram (36.3%), Facebook (33.4%), and Netflix (30.3%).
How Personalized Is the Content We See?
- 43% of Americans believe the content suggested to them on social media is either “very” or “extremely” personalized.
- 28.7% think the ads they see on social media are highly tailored to them.
While nearly half of users feel social media content is well-personalized, fewer people say the same about ads—likely because ad targeting is based on broad user data rather than individual engagement. Another theory is that users don’t love ads and won’t say a nice word about them.
Key Takeaways
- YouTube, TikTok, and Amazon lead in perceived algorithm strength, with many Americans ranking them as better than Google at delivering relevant content.
- Frequent app usage is widely believed to improve personalization.
Social media content feels more personalized than ads, suggesting that while algorithms can fine-tune content, ad targeting still isn’t as seamless.
Closing Thoughts
The most popular apps don’t just show us great content—they learn from us. Whether it’s a perfectly curated playlist, a shopping suggestion that feels a little too on point, or a video feed that keeps us scrolling, algorithms shape the way we interact with digital platforms. Our survey found that some apps, like YouTube, TikTok, and Amazon, do this better than others, making their recommendations feel more personalized over time.
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Methodology
To find out more about how Americans perceive the effectiveness of our favorite apps when it comes to delivering personalized content, we surveyed more than 2,400 people over two weeks in February 2025, asking them to rate the personalization of the content they get fed from popular social media and streaming apps. We analyzed the data by app and state to find out which ones are the best at delivering the content people want to see.
We also developed insights into how effective people think these algorithms are, generally speaking, and if the content they see seems to be getting better over time.
