TikTok鈥檚 growing Western European user base means it should be an important consideration in the marketing mix. There鈥檚 strong advertising potential, too, though adherence to European regulation could be a limiting factor.
Inflation forces judicious consumers to get more judicious with streamers: Netflix thrives with strategic moves, while others invest heavily in content.
The Digital Services Act enforces new rules on 19 large platforms, affecting content moderation and ads. Noncompliance could result in hefty fines or bans.