In 2020, India banned TikTok for its Chinese ownership and concerns over the app threatening “the national security and defense” of the country. YouTube was also likely the largest share donor to TikTok ads, and could see ad dollars return home,” the note said.Įarlier this week, Chew said Tikok has more than 150 million users in the US Bernstein estimates that collectively these users spend more than 2.8 trillion minutes per year on the app, which puts TikTok in the second spot for minutes spent per day per user (52 minutes), just behind Netflix. Meta once again looks the likeliest winner with best-in-class ad products, including SFV, while YouTube offers the highest overlap of branded campaign objectives. “Ad dollars go where advertisers are most comfortable with the highest ROI.

TikTok’s projected revenue in the US was expected to be in the ballpark of $7 billion to $8 billion, the note said. Meta, Google and Snap could see a spike in revenue due to TikTok’s absence, which could likely also benefit their stocks, Bernstein’s note said. It’s likely Instagram’s Reels, where users are already watching the most short-form videos outside TikTok, and Snap’s Spotlight, which offers the highest demographic overlap with TikTok, that should be the big winners,” the Note said. If TikTok is banned in the US, Meta is likely going to be the biggest winner, alongside YouTube and Snap, according to research and brokerage firm Bernstein.Īhead of TikTok CEO Shou Zi Chew’s appearance in front of Congress on Thursday, the research firm said in a note to clients that Meta could quickly attract a lot of users and minutes spent on the app if the ByteDance-owned app is banned from the States.Ĭhew is going to testify in front of Congress following multiple calls to ban the short video app in the country and pressure on ByteDance from the Biden administration to sell TikTok US or face a prohibition.

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