Just two days ago, another TikTok ban bill was proposed. Though it’s not law, there are already state bans for the use of the social media app on government phones or accessed through Wi-Fi offered at some state colleges.
If—and it’s a big if—TikTok were banned in the US, where would those ad dollars go? We asked our analysts at our virtual summit last week.
YouTube’s Shorts could benefit, according to our analyst Jeremy Goldman.
Retail media could be another beneficiary, said our analyst Jasmine Enberg.
Other possible beneficiaries include Instagram, Netflix, and BeReal, particularly with its younger consumer base, though BeReal has yet to figure out ways to monetize its app.
What’s at stake:
All of our analysts agree, however, that the likelihood of an outright TikTok ban is low.
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