The news: A US TikTok ban will take effect if a sale isn’t completed by the September 17 deadline, per comments from US Commerce Secretary Howard Lutnick. Lutnick said on CNBC that TikTok will “go dark” if China does not agree to sell to a US owner. He also noted that any deal would require the US gaining control over both the app and its algorithms. Our take: Whether or not a full TikTok ban comes to pass, Lutnick’s comments reinforce a troubling trend: Advertisers are increasingly wary of the platform’s stability, accelerating the shift toward cross-platform strategies.

Digital’s rapid adoption in recent years has made it the dominant medium with which people spend time in China, Japan, and South Korea, with consumption booming in India.

Our midyear report revisits the top trends we named in early 2025 to see what’s shaping the market, evolving fast, or fading in the rearview mirror.

The news: ByteDance is working on lightweight mixed-reality goggles that could directly challenge Meta’s products, per The Information. Our take: If ByteDance can leverage its content ecosystem, creator network, and powerful algorithm, it could carve out a foothold with younger, social media–savvy users. Brands could sponsor AR lenses and place products within digital overlays to turn everyday activities into shoppable moments.

Social network user growth will be slow on a worldwide level, but 2025’s meager 2.9% increase will still equate to more than 115 million new users. Facebook remains in the lead in most countries and regions, even though its share of internet users is declining.

The news: TikTok is reportedly exploring a US-only version of the app amid ongoing discussions of a US ban and selloff, per The Information. The new app is said to align with the requirements of the Protecting Americans from Foreign Adversary Controlled Applications Act. Our take: A US-specific app would allow TikTok to potentially regain advertiser confidence in a critical market—but the new app’s success depends on how a new algorithm would impact the user experience.

The only certain thing about TikTok’s sale is more uncertainty: Washington keeps kicking the can on a US sale, leaving TikTok to convince advertisers not to panic.

The news: President Donald Trump is expected to sign another executive order extending TikTok’s sale deadline as the current June 19 deadline approaches, marking the third extension since Trump took office. Our take: Trump is likely to continue extending TikTok’s sale deadline—but with each extension, brand confidence plummets further as the platform’s long term sustainability remains shrouded in uncertainty. The brands that will be most successful aren’t those that are crossing their fingers for TikTok’s survival, but those that are investing in contingency plans and platform-agnostic strategies that can pivot quickly.

US TikTok Shop employees prepare for layoffs: Tariffs and de minimis changes have pushed the platform’s ambitious commerce goal further out of reach.

TikTok is ByteDance’s global engine: Despite slowing growth in China, the platform continues to expand monetization and user base worldwide.

Its next-gen models are built to generate big ideas, not small talk—aiming squarely at science and high-value enterprise work.

BeReal launches its US ad business: The platform is looking to capitalize on TikTok’s uncertain future in the US.

TikTok builds its creator offerings while revenues thrive: While ByteDance is seeing notable growth, the tide could turn with an impending US ban.

TikTok is restructuring its governance and experience team: The move affects marketplace safety within TikTok Shop and may be a response to the platform’s underperformance last year.

Amazon and AppLovin make TikTok bids as sales deadline approaches: While a deal has yet to be inked, Trump and TikTok seem to be confident in the app’s future.

QVC partners with TikTok as time runs out on second ban deadline: The retailer’s bet on the platform reflects both the growing importance of social commerce as well as confidence in TikTok’s future.

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

In this report, we explore the world’s top region for retail and ecommerce, Asia-Pacific. Read on for a closer look at the markets in China, India, the Philippines, and more.

Efforts to keep TikTok in the US grow, but confidence is low: While Democratic senators and Trump float ideas to extend the April deadline, key players are stepping back.

ByteDance’s public appeal: While Oracle emerges as the frontrunner for a US TikTok deal, the platform’s new PR push highlights small business success stories.