Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.

With divestiture unlikely, TikTok faces removal from US app stores, sparking uncertainty for creators, advertisers, and global regulation in an increasingly tense US-China standoff

TikTok Shop gears up for busy holiday season in the US, UK: The platform expects hefty ecommerce and ad growth this year as shoppers get used to transacting on the app

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

The beta feature simplifies music remixing for creators, signaling YouTube’s push to rival TikTok in video innovation.

ByteDance’s non-China revenues grow 60%: TikTok’s ad and ecommerce prowess drive revenues despite regulatory headwinds in US and China.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

The company’s denial of full damage raises alarms over internal data threats and ongoing legal pressures.

TikTok adds AI buying tools as it fights for its US life: Smart+ will reduce the difficulty of buying ad space, but TikTok’s days may be numbered.

As AI search tools like Perplexity drive massive referral traffic to sites like Forbes and The New York Times, publishers struggle with crawlers ignoring web-scraping blocks.

As 2024 heads into the last quarter, the tech and media landscapes face pivotal shifts. From a potential AI backlash to new Google consent workflows, and TikTok’s future, these medium-term predictions, shared by our analysts on a recent two-part episode of EMARKETER’s “Behind the Numbers” podcast, spotlight the challenges and opportunities that may lie ahead.

In part two of this two-part podcast episode, we discuss why China and ByteDance might blink and sell TikTok to a US company, why a law around children's online safety will get passed, and what will happen if Dish Network and DirecTV merge. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell, and Max Willens.

Platforms owners like Meta and Snap face scrutiny over data exploitation and child privacy laws. Regulatory action could disrupt their ad-based profits.

What to look for in the TikTok ban court case: Oral arguments began yesterday in a battle that will determine TikTok’s future.

Declining political support and economic reliance on the platform suggest a ban may be unlikely, despite ongoing legal threats.

TikTok ramps up lobbying in bid to halt its US ban: Bloomberg reports heavy spending on lawyers and ad campaigns to sway public opinion.

Despite a slow start, foreign sanctions, and tight digital regulations, generative AI is emerging as a significant force in China.

TikTok’s top brands pulled back spending after ban signing: Ad spend growth slowed in the month after the ban was signed, and major retailers like Target reduced spend.

Here are five charts that size social network usage on a worldwide level by platform and by country and region.