(Dan Tri) - According to analysts, TikTok being banned will create a gap of billions of dollars in advertising revenue in the US market and Meta could be one of the biggest beneficiaries.
"The TikTok ban law has come into effect in the US. That means you can't use TikTok right now. Fortunately, President Donald Trump has expressed his intention to work with us to find a solution to remove the TikTok ban after taking office. Please wait," the message appeared when US users logged into TikTok from 0:00 on January 19.
TikTok previously informed users in the US that the app would stop working from January 19, and pledged to restore service as soon as possible.
When TikTok is banned in the US, Instagram and YouTube will be the big beneficiaries with huge advertising budgets pouring in. These platforms not only have strong ecosystems but also provide conversion support for advertisers who are already familiar with the TikTok system.
Business Insider believes that when TikTok is removed from the US market, Mark Zuckerberg's Meta will be the biggest beneficiary.
According to analysis from market research firm Emarketer, TikTok's ban will create a gap of billions of dollars in advertising revenue in the US market.
"Our latest forecast estimates that TikTok will generate $12.34 billion in US ad revenue by 2024. Assuming TikTok could lose 50% to 70% of its ad revenue due to the ban, that would require $6.17 billion to $8.64 billion in ad spend on a new platform," the analysis report stressed.
TikTok's ban would create a gap of billions of dollars in advertising revenue in the US market (Photo: Adweek).
Emarketer's report estimates that Meta, which includes Instagram and Facebook, could see between $2.46 billion and $3.38 billion in ad revenue from the TikTok ban.
In a similar vein, Morgan Stanley said Meta would be the biggest beneficiary of a TikTok ban given the platform's existing user base and dataset overlap with TikTok users.
According to Morgan Stanley analysis, the TikTok ban would add 5-9% to Meta's earnings per share in fiscal 2026.
Specifically, Morgan Stanley said Meta's earnings per share will increase by about $0.30-$0.60 for every 10% of TikTok usage time in the US that Meta captures.
TikTok is expected to account for 20% of all social media ad spending in the US by 2025, up from 2% in 2020. Influencer marketing and shopping features on the platform have turned TikTok into a powerful sales machine. According to research, 44% of TikTok users in the US are expected to shop on the app by the end of 2024, surpassing both Facebook and Instagram.
Apple, Alphabet, Oracle and many other US tech companies could face huge fines if they continue to provide services to TikTok after the ban takes effect.
TikTok, which first launched internationally in 2016, is one of the world's largest social media platforms. It currently has more than 1 billion monthly active users.
However, many countries are concerned that this social network is being used as a spy tool with the ability to collect information, interests and habits of users.
Source: https://dantri.com.vn/kinh-doanh/neu-tiktok-bi-xoa-so-o-my-ai-huong-loi-20250120000554899.htm
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