The news: While the US Senate considers whether to vote on a recently passed House bill that could ban TikTok, the industry is preparing for the possibility of what would be a monumental change to the social media landscape.
- Buyers are circling the waters, China is signaling that it won’t support divestiture, and data hints at just how much TikTok’s competitors could benefit.
Competitor’s edge: The most significant outcome of a TikTok ban would be an audience shift that would massively benefit Instagram and YouTube, which have competing short-form video platforms.
- We estimated last week that Meta could stand to gain 22% to 27% of TikTok’s projected $6.61 billion in US ad revenues, while YouTube stands to gain as much as $1.54 billion.
- A survey from marketing company MGH found that nearly 60% of TikTok users said they would begin using Reels regularly if the app were banned, showing there’s an appetite for a popularly used short-form video service regardless of the platform providing it.
- YouTube Shorts lags behind, with 52% saying it would be their platform of choice. Appetite for X’s upcoming video platform is low, with just 23% showing interest.