Bloomberg Intelligence says if TikTok is banned in the U.S., many of the platform's content creators could jump ship. The report says YouTube, Instagram and Snap would gain many more viewers.

Washington

Bloomberg Intelligence has released a report suggesting significant implications for content creators if TikTok faces a ban in the U.S. According to the findings, other social media platforms such as YouTube, Instagram, and Snap could witness a notable increase in viewership as TikTok's content creators may seek alternative platforms to continue their work.

ByteDance, the parent company of TikTok, has stated on its Chinese website that it has no intention of selling TikTok. This announcement comes amidst discussions and concerns over the potential ban of the platform in the U.S. market. The situation suggests a period of uncertainty for TikTok creators regarding the continuation and platform for their content.

The Bloomberg report highlights the substantial role TikTok plays in the realm of original content creation. It underscores that a ban would not only disrupt the creators' current activities but also influence the broader ecosystem of social media content distribution. Platforms like YouTube Shorts and Instagram Reels are among the potential beneficiaries should TikTok creators migrate. The report further speculates on the immediate reactions from creators, suggesting they are likely to begin exploring alternatives sooner rather than later, in anticipation of any changes that could affect their ability to reach their audience.

In conclusion, the potential banning of TikTok in the U.S. could initiate a significant migration of content creators to other platforms, with YouTube, Instagram, and Snap positioned to gain from such a shift. The dynamics of content creation and distribution across social media platforms are poised for transformation, depending on the final outcome regarding TikTok's operational status in the U.S.



What happens to content creators if TikTok is sold?

ByteDance has published on its Chinese Web site a statement basically saying it has no plan to sell tick tock. ByteDance has no plan to sell tick tock. I think we need to dig a bit deeper in the coming days to understand what they specifically mean by that. Mandy you've also published research. Your latest thinking on tick tock just this morning on the Bloomberg terminal. Just explain the basics of it to us please. Yeah I mean look at tick tock has a lot of original content that goes to you know snap that goes through Instagram YouTube. And so if tick tock is banned a lot of those creators have to go to some other platform. Now whether it's going to be YouTube shorts or Instagram reels we don't know. But you can see that a lot of the original content creation happens on tick tock. And that's where I think you will see meta being a beneficiary. But I'm excited to look at you know the YouTube numbers tonight because to me YouTube should be the 15 percent consensus numbers handedly given the kind of viewership gains that you have already seen you know with YouTube. And so I think that's the one aspect that people need to think about is the creators aren't going to wait for nine months to move. They're already going to start thinking about what's the alternative platform where they can move their followers. And I think that's going to determine gains for snap YouTube and meta in the coming months.

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