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The beta feature simplifies music remixing for creators, signaling YouTube鈥檚 push to rival TikTok in video innovation.

Nearly 50% of social network users in Thailand will be TikTok users, giving the country the highest TikTok penetration in the world, according to our forecast. The US will rank second, with 45.3% of its social users on TikTok. We expect penetration in the US will be as high as 49.1% by the end of 2026.

ByteDance鈥檚 non-China revenues grow 60%: TikTok鈥檚 ad and ecommerce prowess drive revenues despite regulatory headwinds in US and China.

Trendspotting: Video podcasts are gaining momentum with both creators and users, in part because video allows listeners to feel more connected with podcast hosts, video clips have a propensity to go viral on TikTok and Instagram, and monetization options through video ads. 42% of US adults prefer listening to podcasts with video elements, per Morning Consult, an increase of 31.3% from October 2022.

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

97% of US TikTok shoppers also shopped at Amazon in the past five months, according to February 2024 data from Earnest Analytics.

In most countries, TikTok bans are currently limited to government devices. But global and international marketers who rely on TikTok need to be ready to pivot their strategies in case a broader US ban causes a ripple effect in other markets.

Meta could benefit significantly if TikTok left the US: A House vote looms, impacting national security and social media dynamics.

Government resistance against TikTok intensifies: The list of states banning TikTok on government devices keeps growing. Could intensifying scrutiny lead to an all-out US TikTok ban?

TikTok offers a teen time limit as US ban talks boil over: Talk of serious action is heating up, and TikTok is waving olive branches to prevent the worst.

As the possibility of a TikTok ban grows in the US, users are looking for other platforms to satisfy their short-video needs. In a Cowen survey, 26% of adult US users said they鈥檇 switch to Instagram Reels, and 21% said they鈥檇 head to YouTube Shorts. Meanwhile, 37% had no plans to use another short-video app.

TikTok eclipsed Twitter, Pinterest, and Snapchat in US users within just a few years, according to our estimates, and now it鈥檚 chasing Instagram. After years of exceptional growth, TikTok will boast more than 100 million US monthly users in 2023鈥攗nless lawmakers stand in its way.

鈥淪hopping apps and marketplaces that specialize in ultralow-cost goods from China are gaining a foothold among US consumers鈥攚ith broader implications for the future of ecommerce,鈥� our analyst Sky Canaves wrote in our Chinese Ecommerce in the US report. Canaves expanded on what鈥檚 driving this retail opportunity for companies like Shein, Temu, and TikTok in the US and how it will impact the US market on a recent 鈥淩eimagining Retail鈥� podcast episode.

Few US merchants are selling goods on TikTok Shop: Many are reluctant to invest time and resources in the platform given the widespread speculation that it will be banned or sold.

Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube鈥檚 8.3% and TikTok鈥檚 6.5%, according to our forecast. TikTok is on YouTube鈥檚 tail as it gains share, but the short video newcomer won鈥檛 surpass YouTube before the end of our forecast period in 2025.

TikTok tests in-app ecommerce in the US: The platform hopes its shopping initiatives will offset lower-than-expected ad revenues, and help it gain ground against Meta.

US adults ages 18 to 54 spend more time on TikTok than any other popular social platforms, according to our forecast.

On today's podcast episode, we discuss how affiliate is helping marketers take back control of their ad spend. "In Other News," we talk about Amazon unveiling a smarter, more conversational, Alexa and TikTok Shop hitting the US. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.

In the US, TikTok will capture the attention of its adult users for an average of 55.8 minutes a day, with YouTube close behind at 47.5 minutes, according to our forecast. At the other end of the spectrum, Facebook鈥檚 adult users will spend just over a half an hour per day on the platform, while those of Reddit will spend only 23.6 minutes with it.

A TikTok ban would put influencer payment policies to the test: YouTube and Instagram are eyed as alternative platforms as the TikTok debate heats up.