Did you know TikTok Getting Banned in the US is Going to Bring More Share to Other Social Media Platforms
American users are counting the days until TikTok is going to get banned
on January 19, 2025 in the USA. Once the app gets banned, there will be
a lot of changes and shifts in user engagement, digital advertising and
in-app revenue. Analysis by Sensor Tower
shows that the companies which are going to gain the most benefits from
the ban of TikTok in the USA are going to be Alphabet/Google and Meta.
Most US TikTok users are going to find an alternative to TikTok and will
shift to platforms like Facebook, Instagram and YouTube. Instagram and
YouTube are going to see jumps in US ad spend share with 3% and 2% YoY
respectively. It is also predicted that US users' hours per day on
Instagram and YouTube can also touch 40% and 12% YoY respectively in the
fourth quarter of 2025.
TikTok quickly rose in in-app revenue
and user engagements because of its short form video space and
user-friendly system. Because of TikTok, Instagram, Facebook, YouTube
and Snapchat also decided to launch their own short-form videos. In the
fourth quarter of 2024, Instagram users spent 41% on in-app users time
on short form videos, followed by 28% on Facebook, 27% on YouTube and 9%
on Snapchat was time spent by users on short form videos.
Data
by Sensor Tower also shows that many users were experiencing app fatigue
in 2024, so a lot of consumers spent less hours on social media
platforms. Overall, there was a 4% YoY decline on hours spent by US
consumers in 2024, while TikTok saw a 14% YoY decline. Instagram and
YouTube saw -1% and 3% decline in US hours spent in 2024 respectively.
TikTok had a share of 8% US digital ad dollars so a ban on the app can cause major effects on consumer entertainment space and digital advertising. Looking at the trends that followed after TikTok was banned in India, Sensor Tower predicts that Meta will get TikTok’s share of ad-spend and engagement hours. Instagram will get 32% share and Facebook will get 10% share, which will make 42% share of Meta in Q4 2025. YouTube is most likely to get 29% share, Snapchat will get 23% share and X is going to get 5% share. There is also going to be a small share of Pinterest (1%) after TikTok gets banned in the US.
