TikTok’s share of US video ad spending will be 6.5% this year, putting it below YouTube’s 8.3% and well below Meta’s 30.1% share. Total US video ad spending will reach $84.14 billion this year, and while TikTok’s share is increasing, the platform has a ways to go if it wants to get to Meta’s level.
Shop opens the potential for more ad spend as brands promote listings, but TikTok will first need to get brands comfortable with using the platform for commerce rather than moving users to their own channels.
This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.