Could a TikTok Ban Drive Viewers Back to Streaming and TV?
By Movieguide® Contributor
Could the potential TikTok ban boost streaming services and TV networks?
The House of Representatives recently passed legislation that would ban the popular app if it doesn’t find a buyer for the company. Movieguide® reported:
The House passed a bill Wednesday morning that could effectively ban TikTok in the United States.
The legislation, called the Protecting Americans from Foreign Adversary Controlled Applications Act, demands that TikTok’s parent company, ByteDance, divest the platform. If it doesn’t within 180 days, the app would be banned in American app stores.
CNBC reports that it received bipartisan support, passing with a 352-65 vote.
It will now go to the Senate, where its future is unclear.
Now, many are wondering if a TikTok ban would drive viewers back to streaming services and television.
“TikTok’s elimination in the States could potentially drive more usage to streaming or traditional TV. On the other hand, the popular app, which claims to have 170 million U.S. users, has become a very valuable promotional tool for studios and networks,” Variety reported.
A study found that Americans spend an average of 97 minutes on TikTok each day, and “there’s some evidence a TikTok ban might shift some of that engagement over to streaming services.”
For example, after a global outage that had Facebook, Instagram and other apps down for hours, Netflix “saw a 14% increase in engagement during the time Facebook‘s services were down,” per Variety.
However, some don’t agree with this theory. Joe Gagliese, the CEO of influencer-marketing firm Viral Nation, said, “If TikTok does get banned, I don’t foresee a natural redirection of traffic from the actual audience and demo of TikTok, which is largely comprised of young people with short attention spans, to traditional TV or streaming platforms. For the most part, they just won’t do it.”
Others pointed out that TikTok might negatively impact movie studios’ marketing campaigns. BARBIE’s massive success was due in large part to online discussions.
“We did promotional work with [TikTok],” Warner Bros. president of global marketing Josh Goldstine explained. “But a tremendous amount is organic. In a really exciting way, this whole ‘Barbenheimer’ phenomenon created a series of conversations and engagements. It’s paid off in the sense that both movies are hitting the high side this weekend.”
Wedbush Securities tech analyst Daniel Ives said, “Engagement and awareness for movies and celebrities is unmatched on TikTok,” adding that the proposed ban “would be removing the hearts and lungs of social engagement across Hollywood and would be a gut punch in our view.”
Now more than ever we’re bombarded by darkness in media, movies, and TV. Movieguide® has fought back for almost 40 years, working within Hollywood to propel uplifting and positive content. We’re proud to say we’ve collaborated with some of the top industry players to influence and redeem entertainment for Jesus. Still, the most influential person in Hollywood is you. The viewer.
What you listen to, watch, and read has power. Movieguide® wants to give you the resources to empower the good and the beautiful. But we can’t do it alone. We need your support.
You can make a difference with as little as $7. It takes only a moment. If you can, consider supporting our ministry with a monthly gift. Thank you.
Movieguide® is a 501c3 and all donations are tax deductible.
Now more than ever we’re bombarded by darkness in media, movies, and TV. Movieguide® has fought back for almost 40 years, working within Hollywood to propel uplifting and positive content. We’re proud to say we’ve collaborated with some of the top industry players to influence and redeem entertainment for Jesus. Still, the most influential person in Hollywood is you. The viewer.
What you listen to, watch, and read has power. Movieguide® wants to give you the resources to empower the good and the beautiful. But we can’t do it alone. We need your support.
You can make a difference with as little as $7. It takes only a moment. If you can, consider supporting our ministry with a monthly gift. Thank you.
Movieguide® is a 501c3 and all donations are tax deductible.
