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The news: While the US Senate considers whether to vote on a recently passed House bill that could ban TikTok, the industry is preparing for the possibility of what would be a monumental change to the social media landscape.
Competitor’s edge: The most significant outcome of a TikTok ban would be an audience shift that would massively benefit Instagram and YouTube, which have competing short-form video platforms.
The industry moves: A TikTok ban is far from guaranteed. The House bill also supports forcing ByteDance to sell the app, opening the possibility of it falling into the hands of a US buyer.
Our take: If ByteDance is forced to remove TikTok from the US, it would result in billions in losses for the tech giant and further secure Meta and Google’s place at the top of the US advertising and social media industries.
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