"On January 22, 2026, TikTok officially launched its majority U.S.-owned entity, TikTok USDC Joint Venture LLC, following a required divestment from ByteDance. getty As TikTok enters a new era under U.S. ownership, creators and brands are already feeling changes. Disruptions are plaguing the platform like missed payouts, stalled commerce, and content seemingly lost to the algorithm, calling into question the platform's integrity and long-term viability."
"TikTok's algorithm, long praised as the engine behind the platform's appeal to creators and brands, appears to have shifted almost overnight, with reach dropping sharply for many accounts, often falling in the 0 to 1,000 view range. Max Levy, Progressive Digital Strategist, says he has seen posts from accounts he manages sit under review for hours, only to stall at single-digit views once approved."
"Similarly, creators like America Gutierrez have experienced the same issues, noting that the changes are a major confidence killer. She explains, "Views aren't just numbers; they are how creators get noticed by brands and secure partnerships." The sudden overnight changes have been a major blow to creators who have spent years building communities on the platform, only to see their reach and work disappear without explanation."
On January 22, 2026, TikTok established TikTok USDC Joint Venture LLC as a majority U.S.-owned entity after divestment from ByteDance. The rollout coincided with lost functionality and platform disruptions that creators and brands noticed. Problems across TikTok, TikTok Studio, and CapCut began January 25. The algorithm shifted nearly overnight, with reach falling often to 0–1,000 views and some posts stalling at single-digit views after extended review. Creators report missing analytics, missed payouts, stalled commerce, and content disappearing from distribution, undermining creator monetization and brand partnerships. These operational failures are raising questions about platform integrity and long-term viability.
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