TikTok finalizes deal to stay in the U.S.

Core Insights - The deal to keep TikTok operational in the US has been finalized, with new ownership primarily by Oracle, Silverlake, and Abu Dhabi-based MGX, while ByteDance retains a 19% stake [2] Group 1: Ownership and Operations - TikTok's algorithm is being retrained on US data under the new ownership structure, which may impact user experience and advertising returns [2][3] - The app's 200 million US users will not need to download a new version, indicating continuity in user access [2] Group 2: Competitive Landscape - Uncertainty regarding TikTok's future has previously benefited competitors like Meta, Snap, YouTube, and Pinterest, as brands may delay advertising investments until TikTok's ROI becomes clearer [3] - A significant risk for TikTok is the rising popularity of Instagram's Reels, with average user time on TikTok decreasing from 1 hour to 52 minutes, while Instagram's user time has increased from 33 minutes to 36 minutes [4] Group 3: E-commerce Potential - TikTok is expected to aggressively expand its e-commerce segment, potentially challenging established players like Shein and Sephora [5] - E-marketer forecasts that TikTok Shop will achieve over $20 billion in US sales this year, with projections of growth to $37 billion by 2029 [5]