The advertising income of the social network Tiktok will reach 32.4 billion dollars globally this year, according to WARC However, the uncertainty regarding the future of the platform in the United States raises a challenging scenario in terms of their ability to attract advertisers and content creators.

With the arrival of Donald Trump to the White House, the social network received an extension of 75 days to its obligation to Sell ​​your American business or abandon your operations in the country. The deadline will conclude on April 5 and, for the moment, there is no clear resolution to the situation. Meanwhile millions of users in the country turn to Tiktok to entertain, inform and connect with the brands.

Tiktok’s income and the impact of its possible prohibition

WARC has analyzed the Tiktok scenario, and points out that Avoid prohibition, The platform would obtain $ 11.8 billion of advertising income from the US market, which represents an increase of 21%. This figure would exceed the expected growth for the entire advertising investment in social networks in the country, encrypted in 10.6%.
The investment could reach $ 13.4 billion in 2026.

This would cause the global income of the platform to be located in the aforementioned 32.4 billion dollars this yearwhich represents an increase of 24.5% year -on -year. WARC expects Tiktok’s advertising business to grow faster than Facebook (+9.3%) and Instagram (+19%) this year, which would grant it a 11%participation of the global social networks market.

However, a possible prohibition of Tiktok in the United States would put those almost 12,000 million dollars at risk. Instagram It would be the most benefited social network of the end of the application activity, which could be made with 40% of the income that were destined for the platform. It would follow him YouTube, that could be done with 20% of that income.

However, WARC points out that Tiktok remains the largest market in Tiktok, with 136 million accounts of active adults, that is, two out of five citizens. However, in the last five years his Participation in total advertising It has decreased. He estimates that this will fall from 43.3% in 2022 to 34% in 2026. However, since advertising income is growing faster outside the United States, the platform could mitigate the impact of the prohibition.

Tiktok consumption and perception

According to the information offered by the consultant, Tiktok is the Fifth mobile application most used worldwideand the second most popular application for women between 16 and 24 years old. In addition, the total monthly use of the application exceeded, on average per user, 35 hours a month in 2024. The figure grows up to 44 hours in the case of US users.

WARC’s analysis indicates that, according to We are social, more than half (57%) of Tiktok’s global users use the search function to follow or Find information about products and brands. In this regard, advertisers seem to be interested in appearing on the platform, but at the same time cautious about concerns about effectiveness and security.

Tiktok is, next to Amazon, the advertising platform preferred by consumers, And they consider it the most fun and entertaining, according to Kantar Media Reactions study. On the other hand, Tiktok is below the industry average in terms of confidence that marketing specialists deposit in it compared to YouTube, Netflix or Instagram.

Finally, from WARC, the importance of creativity to highlight on the platform. They allude to the trends identified by Tiktok herself in their trends for this year, and point to the quality and variety of creativity. Also to the collaboration of brands with creators to generate content, which promotes taller visualization, participation and memory rates.