"The picture of TikTok's future in the U.S. is starting to come into focus. With a U.S. ownership deal looming, influencers and content creators fear the algorithm, TikTok's so-called secret sauce, will become a political battleground. More details of the proposed deal were announced last week. U.S. based companies, like Oracle, venture capital firm Andreessen Horowitz, private equity investment group Silver Lake and Fox Corp, the parent company of Fox News, would be given majority ownership over the app."
""I don't know how much it's going to be impacted or in what ways. But I know no matter what, it's going to be less effective and likely more censored," said Trevor Barrett, a full-time beauty content creator based in Pennsylvania. Barrett, who goes by @trevorbarrett on social media, has 1.8 million followers on TikTok, making it the beauty creator's biggest platform."
A proposed U.S. ownership structure would place Oracle, Andreessen Horowitz, Silver Lake and Fox Corp in majority control of TikTok's algorithm and data under U.S. regulation. Official policy changes have not yet taken effect and a potential ban remains possible. Creators fear a U.S.-regulated algorithm could suppress content, decrease reach, and unpredictably alter what content gets surfaced. Reduced visibility could lower views and affect brand deals, affiliate revenue, and creator program payouts. Many creators depend heavily on TikTok income, with the app providing 75–80% of income for some full-time creators.
Read at Digiday
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