"Subscribe to Like & Subscribe How's this for a poetic ending to 2025? Eleven months after TikTok went dark in the U.S. for a whopping 14 minutes as a result of a federal law banning the app, majority owner ByteDance finally announced a deal last week to create a new American unit of the company with backing from Oracle, Silver Lake and Emirati investment firm MGX."
"Hours later, TikTokers gathered at the Hollywood Palladium for the first-ever U.S. TikTok Awards, where food reviewer Keith Lee was named creator of the year. But on what should have been a celebratory night for the platform and its stars, the mood was dampened by a technical snafu inside the theater that led to a complete blackout of all the screens on stage - turning pre-scripted segments into clunky and confusing bits."
"Advertising spending on creators in the U.S. is projected to hit $37 billion this year, according to IAB. That's up from $13.9 billion just four years ago and represents a 26 percent increase compared with 2024 ad spend - that's 4X the rate of growth of ad spending across the media industry."
ByteDance agreed to form a new American unit backed by Oracle, Silver Lake, and Emirati firm MGX after a federal law briefly darkened TikTok in the U.S. The first U.S. TikTok Awards experienced a stage-screen blackout despite celebrating creators like Keith Lee. Major media players embraced creators as Ms. Rachel joined Netflix, the NFL and the Oscars arrived on YouTube, and Bari Weiss's The Free Press moved to Paramount. U.S. advertising spending on creators is projected at $37 billion in 2025, up from $13.9 billion four years earlier, with 78 creator-economy acquisitions recorded this year.
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