TechTarget(TTGT) Prnewswire·2025-01-21 14:34TikTok's Market Performance - TikTok surpassed 1.9 billion monthly active users (MAUs) globally in 2024, including 145 million MAUs in the USA [1] - TikTok led global video revenues with 33.3 billion in global advertising revenue [1] - TikTok's advertising revenues in the USA reached approximately $8 billion [1] Platform Engagement and User Behavior - 92% of TikTok users also engage with YouTube monthly, with 61% using YouTube daily [2] - Instagram Reels and Facebook Video attract 76% of TikTok users monthly, with daily usage at 50% for Instagram and 44% for Facebook [2] - 52% of YouTube viewing in the USA occurs on TVs, a figure that continues to rise [3] Potential Impact of a TikTok Ban in the USA - A USA TikTok ban could lead to increased engagement with YouTube and Meta platforms like Facebook and Instagram [3] - New apps have gained traction amidst discussions of a possible TikTok ban [3] TikTok's Cultural Resonance and SVOD Growth in Latin America - TikTok has strong cultural resonance within Hispanic communities in the USA, with higher engagement compared to non-Hispanic users [4] - Latin America's SVOD subscriptions are projected to grow from 154 million in 2024 to 174 million in 2025, adding 20 million new subscribers [4] Netflix's Dominance in Latin America - Netflix ended 2024 with 51 million subscriptions in Latin America, forecasted to reach 57 million by 2025 and 70 million by 2029 [5] - Netflix's success is driven by ad-supported tiers and investments in Spanish-language content, accounting for 48% of regional SVOD revenues [5] - Disney+ subscriptions are expected to reach 20 million by 2025, bolstered by the merger of Star+ and Combo+ and the introduction of an ad-supported tier [5] Netflix's Strategic Focus in Latin America - Netflix's investments in Spanish-language content and advertising models are driving growth in Latin America, particularly in Mexico and Brazil [6]