TikTok Adverts US Service Interruption with Additional Extension

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TikTok has been saved by the bell, yet again. A new 75 day extension has been granted by the federal government, further delaying the deadline by which parent company Bytedance must either sell or delist. As the app’s users wait in limbo, our latest report takes a look at how the back-and-forth has impacted TikTok’s performance (hint: it’s surprisingly resilient).

Here’s a quick look at some of the key takeaways:

👑 Back with a vengeance: TikTok has largely rebounded to 2024 levels of performance ever since being relisted on the app stores. Downloads are surging, active users are up MoM, and time spent remains strong. Talk about a comeback.

💸 Users reopen their wallets: IAP revenue jumped 121% from February to March, showing that consumers are still willing to spend their cash on creator tips and boosted posts. Overall spend on the app dwarfs that of peers such as Facebook, Instagram and Snapchat.

🤳 Americans continue to scroll: Despite industry-wide concerns over user fatigue and category saturation, US audiences still spent an astounding 75 mins/day on the app in March. TikTok closely trails Youtube, and beats out Instagram, Facebook, and Snapchat.

Love it or hate it, it seems that audiences are clear in one thing: they won’t stop using TikTok unless they absolutely have to. We’ll see how things shake out when the new deadline rolls around — but for now, Bytedance is still winning.

Read the Full Report

Sensor Tower

TikTok Keeps Its Crown