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The news: TikTok has coasted along relatively unscathed as the ad spend slowdown has continued into 2023. The popularity of the short-form video app helped its ad revenues grow 139.9% in the US last year, per our latest forecast.

The worldwide figure is skewed by China. The country accounts for over half of all ecommerce sales globally, and its ecommerce share of retail will be 47.0% this year. If you remove China from the equation, Southeast Asia does not look that far behind the rest of the world. Ecommerce鈥檚 share in North America (15.5%) and Western Europe (12.9%) are not too different.

Improved consumer sentiment in China is expected this year, offering some relief to marketers. Asia-Pacific鈥檚 social user penetration among internet users will outpace the worldwide figure, 85.4% versus 80.8%. In China, almost all (98.0%) of internet users will be social users in 2023.

The country will solidify its position as a logistics hub for cross-border trade as the new Chancay megaport streamlines trade routes from China. Delivery times will drop to 10 days, and logistics costs will decline by 20%. A free trade agreement with China will also give consumers a wider range of competitively priced products. Looming Trump tariffs will upend US-Latin America trade.

Nearly 80% of the world鈥檚 internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.

But a heated congressional hearing and an apparent stalemate between the US and China over ByteDance divesting its US TikTok stake aren鈥檛 likely to instill confidence. Just the potential of a TikTok ban has been enough to make ByteDance and its competitors take action.

This could especially be the case in the US, where only 15% of consumers have high to very high interest in buying an AI-capable smartphone, compared with 43% in China. AI-powered wearables are in the early stages of consumer adoption, with major tech players vying for market share.

Temu, the recent entrant to the US ecommerce market, has taken the ecommerce world by storm since its September 2022 launch. The China-based etailer went from zero to 44.5 million unique visitors by December 2022, according to Comscore鈥攁 virtually unprecedented growth in traffic in just four months.

As worldwide ad spending on TikTok continues to grow fast, global and international marketers shouldn鈥檛 wait to get their backup plans in place.

Though TikTok accounted for just 5% of social ad spending in Western Europe in 2022, per Pathmatics, it is gaining ad spend fast鈥攑articularly among small and medium-sized businesses (SMBs). Regardless of size, brands can鈥檛 afford to have all their eggs in TikTok鈥檚 basket. Brands using TikTok should grow their audiences on Instagram and Snapchat.

China has been reluctant to allow a sell-off of the app鈥檚 US business, suggesting the possibility of a stalemate. Toeing the line: TikTok鈥檚 rapid user growth, discoverability, and strong brand activity made it a go-to platform for influencers looking to reach wider audiences, though they're typically active on several platforms. Even so, advertisers haven鈥檛 stopped spending on the platform.

If Spotify wants to continue the rate of growth that鈥檚 sustained it in recent years, it will have to expand to markets like China and Argentina where listeners are still rising in the double-digits. The rate of new shows being produced is also falling dramatically.

Open season: Temu will open its marketplace to US sellers next month as it tries to expand beyond Chinese sellers, per Marketplace Pulse. This could help the retailer reduce logistics costs as well as cut down on delivery time to US customers.

TikTok broadens effort to call out state-controlled media: US, China among countries added to labeling program in bid for greater transparency.

Offering deep discounts and other incentives is a tried-and-true route to acquiring both customers and sellers in China, where TikTok鈥檚 counterpart Douyin now stands as the fourth-largest ecommerce player. But livestream shopping in the US is unlikely to ever reach the scale of China, where it will account for 22.0% of retail ecommerce sales in 2024.

We're seeing ad spending grow healthily, but the dollars aren't totally free flowing. And whenever that happens, advertisers turn to tried-and-true easy-to-use platforms like Meta with massive audiences. (10:50):.

YouTube has been around a lot longer in the US than the first four Chinese-linked newcomers, meaning most smartphone users probably already have the app downloaded. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

His shift mirrors broader changes in his approach to Chinese business relations and social media regulation. The incoming president will have multiple tools at his disposal to prevent a TikTok shutdown.

But for me, yeah, I think that Peter's one on ad spend in particular, because there's a few other milestones. A milestone for total US mobile ad spend was going to cross the 200 billion mark, but it also crosses the 50% mark in terms of all ad dollars total. Not just digital, all ad dollars in the US, 51% this year, 2024. And it would be two-thirds, 66%, of digital ad dollars as well.

But it still lags the US and China, where around 4 in 10 people will make a social purchase this year. To view the full forecast, click here. UK retailers have been slow to embrace the channel.

At the end of 2022, TikTok was banned from US government devices as concerns about its ties to China reached a fever pitch. Those measures are escalating: Politicians across the aisle have proposed an outright ban on the app, prompting TikTok to open its operations to regulators and reorganize its US business.

So the tiny history is Congress very quickly passed a law to ban TikTok saying, because US government's nervous about all that data being collected by a company that's owned by a Chinese company, and the Chinese government getting hold of the said data.

They're significantly more than even Facebook and a lot more than TikTok and multiples more than Netflix and Spotify, and it's achieved [inaudible 00:16:44] scale, as you mentioned in the report, whilst being banned in China with 1.45 billion people in that country alone.

From ad dollar spend to influencers and connected TV, we deliver daily insights on media, marketing, and advertising. Not a subscriber? Sign up here and get our quizzes sent directly to your inbox to see if you can pick a winner. May 13, 2025. True or false? A large majority of Linkedin鈥檚 top 100 B2B creators are male. True.