WARC Media’s latest Platform Insights report highlights TikTok’s growing influence on advertising, consumption, and performance, despite uncertainty over a potential US ban.
Key takeaways:
- Investment: TikTok’s global ad revenue is projected to hit $32.4 billion in 2025, growing faster than Facebook and Instagram. A US ban could put nearly $12 billion in ad spend at risk, benefiting Instagram, YouTube, and Snapchat.
- Consumption: TikTok users globally spend an average of 35 hours per month on the app, surpassing all other platforms. In the US, this rises to 44 hours monthly.
- Performance: TikTok ranks as one of the most preferred ad platforms and significantly influences Amazon sales, with AI-powered tools enhancing creative impact.
Despite regulatory concerns, TikTok remains a dominant force in digital advertising, driving engagement and purchase behavior across markets.