TikTok is currently expected to be banned from US app stores starting from Sunday 19 January; the platform has 170 million users in the country
As the January 19th deadline approaches, ByteDanceowner of TikToksell your goods United States or face a ban on the app in the country, an estimated 170 million American users face uncertainty about the future of the popular video platform.
The US Supreme Court has already begun hearing an appeal challenging the legislation signed by the president Joe Biden last year. This law aims to protect American social media users from Chinese government influence and safeguard their personal data. ByteDance, which acquired the Musical.ly app and integrated it with TikTok in 2017, is based in Beijing. Critics of the Biden administration’s position argue that this action poses a threat to free speech and the livelihoods of content creators, while the Department of Justice continues to characterize TikTok as a national security risk to the country.
The Supreme Court appears inclined to adopt the same position, aligning itself with that of the lower courts, leaving ByteDance in the lurch – barring possible last-minute pardons from the president-elect donald trump or a billionaire like Elon Musk.
What are the chances that TikTok will actually be banned in the US?
Extremely likely. During a hearing last Friday (10), the Supreme Court heard arguments relating to TikTok’s challenge to the new legislation, and expectations indicate that the justices may position themselves in favor of the government, as the Court of Justice did unanimously Washington appeal last month. If the Supreme Court declares the law constitutional, the ban is expected to take effect on Sunday, January 19. There is a remote possibility that the court could overturn the ban and allow former President Trump to use his authority to keep TikTok active; however, judges are more likely to comply with the legislation. TikTok is already preparing to shut down its US operations next Sunday.
Why can’t TikTok just be sold?
The answer is simple: they don’t want to. ByteDance reiterated that it is not interested in selling TikTok. The app represents only a fraction of ByteDance’s business and has not generated enough profit for the company, despite its popularity in the United States. Apparently ByteDance would be willing to close TikTok rather than give up the precious algorithm that supports it. Although there have been expressions of interest in acquiring the platform without its secret algorithm, especially from the billionaire Frank McCourtas well as several reports indicating that China was considering a sale to Elon Musk, both scenarios seem unlikely as the deadline approaches.
If the ban occurs, will it still be possible to use TikTok after Sunday?
A ban would mean removing the TikTok app from Apple and Google’s online stores, making new downloads or updates impossible. Users would also not be able to access TikTok via a web browser, as internet service providers would face heavy fines under the new law if they facilitated access to the app or its updates. However, it would be possible to view TikTok through a virtual private network (VPN), which hides the user’s location.
While keeping TikTok installed on devices will not be illegal in the United States, it appears that those who already had the app will not be able to access it. Sources indicate that the company plans to disable the service for users in the United States, following a similar pattern to what happened in India when the app was banned in 2020. Most users will see a message indicating that the service is not available and will be directed to the ban information. Users will also have the option to download their personal data. If the ban is lifted at some point, it is expected that TikTok will be able to quickly restore access.
Why is TikTok so popular?
With about 170 million active users in the U.S., according to company data, an app can’t capture this loyal base without giving consumers reasons to open and stay on the platform. TikTok’s infinite scroll feature captivates everyday users, encouraging them to keep scrolling to find more content. There is no end to the “For You” page, and ByteDance’s goal has always been to provide users with engaging videos based on their specific interests and keep them engaged. This explains why if TikTok is sold without its algorithm, the chances of it working effectively are greatly reduced.
Another key factor in TikTok’s success is its built-in video editor. This feature could be a crucial differentiator for any successor to the application. TikTok has democratized social media and video platforms by facilitating quick edits. Creators can capture videos with their smartphones and edit them without the need for advanced technical knowledge. It’s common to see popular videos on Facebook, Instagram, and even X (formerly Twitter) with a TikTok watermark at the bottom. This is because many creators still use the app for editing. And even if TikTok ceases to exist, anyone who creates a simple platform for posting will likely see a significant increase in users.
What would be the consequences of a TikTok ban for the music industry?
Over the past five years, TikTok has established itself as an essential marketing tool in the music industry, where many of today’s biggest hits have emerged through viral song-related trends in hundreds of thousands of videos. The app has transformed record labels’ strategies for discovering and promoting new artists and has also provided a platform for independent musicians to promote their work independently. TikTok’s possible exit from the United States would create significant obstacles especially for unknown or emerging artists in the country or even abroad, who rely on the platform to promote their music or build their fan base.
However, it is not the first time that the music sector is preparing for a possible closure of TikTok. While it’s still the place where many new hits are released, some executives have pointed out in recent years that as the platform has grown more saturated than it was in the early days, achieving a viral hit has become as uncertain as it is on other social networks. Some artists and record labels have attempted to diversify their strategies to reduce dependence on a single platform; However, competitors like Reels or YouTube Shorts have not yet managed to reach a pace comparable to TikTok in music promotion. However, if the application dies, it is likely that another similar platform will quickly emerge.
“It’s not just a matter of momentary virality, it can be a great launch pad for a career. I don’t know what will happen, but I hope that if this is no longer available, we will see someone take over this market,” he commented Chris Anokutemusical director at Rolling Stone in 2023, when there was already speculation of an imminent ban.
What about TikTok’s US workforce?
TikTok employs thousands of people in the US and although operations appear threatened by an imminent ban, an internal memo obtained by Rolling Stonethe company has assured employees that their jobs are safe at this time.
“As employees in the United States, your employment, salary and benefits are guaranteed and our offices will remain open even if this situation is not resolved before the January 19 deadline,” TikTok told its US team. “The legislation is not designed to affect the entities you work for; only the user experience in the United States will be affected. We are part of a global company with over a billion users. Together we will continue to address this situation to protect you and our community with over 170 million users in the United States.”
Text published in Rolling Stone on January 15, 2025. To read the original in English, .
Source: Terra
Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.
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