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Yep, that sounds about right.

Business Insider assigned two journalists the task of scrolling 500 TikTok videos each to tally up the number of ads they saw.

Both reported that around 30 percent of the content was sponsored. Insider notes that’s similar to broadcast TV’s roughly 28 percent.

TikTok’s been testing an ad-free tier for five bucks a month, so at least there’s that.