TikTok's Steam Engine Hits a Lull đTikTok's Steam Engine Hits a Lull đ Last week there was a great article in WSJ âTikTokâs Business, in Chartsâ. Great opportunity to look closely at a potential black horse in ecommerce word that ambitious plan we analyzed 3 weeks ago (link). Ban of US TikTokIf in the U.S., Uncle Sam waves the ban hammer, TikTok's hefty ad cash and legion of scrolling eyeballs could get swiped right into rivals' pockets. Billions in play, and not a TikTok to waste so we jump right into key insights from the article:đŤ Potential Ban Impact: A U.S. TikTok ban could disrupt users, creators, and advertisers, opening a battleground for rivals.đ° Advertising Ascent: Despite the ban threat, TikTok's ad revenue hit $6.6B in 2023 in the U.S. (Emarketer estimate), showcasing its market impact. TikTok Engagement Kingđ Engagement Reigns: Users average over 90 minutes daily on TikTok, topping YouTube and rivaling Facebook and Instagram combined!đĽ Following Giants: Even with high usage, TikTok still lags behind YouTube, Facebook, and Instagram in total U.S. monthly users.đ Post-Ban Shifts: A ban could benefit YouTube and Instagram's short-video services, and boost other entertainment forms. Fall of TikTokđ Growth Stumbles: TikTok's once-unstoppable U.S. growth is slowing, with monthly active user numbers seeing a decline.
