Ad Wars Heat Up: Platforms Race to Capture TikTok's Falling Dollars

Plus: Are Twitch streamers losing TikTok as a key audience referral tool?

Author

Ryan Pearson
January 17th, 2025 • Read: 3 minutes

It’s Friday! I'm writing to you on a sunny morning here in LA. I hope this note finds you well and that you are ready to wrap up the week on a high note.

Today’s lineup is a mix of creative disruptions and the evolution of big players in tech, entertainment, and beyond. From squeeze bottles dominating grocery aisles to the ongoing battle for TikTok’s creators and ad dollars, there’s plenty to catch up on.

We’ll also explore how the global box office is singing praises for Wicked, Amazon’s unscripted hits are making waves, and even Starbucks’ identity is up for debate. Oh, and for the political and tech aficionados, we’ve got updates on TikTok’s future in the U.S. and how platforms like Meta and Twitch are adjusting to shifting tides. So, grab your favorite beverage and settle in. Let’s take a closer look at the stories stirring conversations right now!

- Ryan

1. ✨ MSNBC’s project 2025: Rebuilding itself in the Trump era

MSNBC is restructuring under a new leadership team as it prepares for the Trump era. The channel is focusing on rebuilding its identity, reaffirming its commitment to the MSNBC brand, and making strategic moves such as expanding into podcasts and live events while facing challenges related to its ownership transition and political alignment.

2. 🧙 ‘Wicked’ clicks heels past $700M at Global Box Office

"Wicked" soars past $700 million at the global box office, continuing its successful run. The musical’s worldwide box office triumph underlines its massive appeal and reinforces its place as a major contender in the ongoing franchise wars.

3. 🎮 'Beast Games' is Amazon's most-watched unscripted series ever. But how does its viewership compare to MrBeast's YouTube content?

Amazon's unscripted series Beast Games has become the platform’s most-watched series ever, but how does it stack up against the viewership of MrBeast’s YouTube videos? The rise of Beast Games shows how the mogul’s massive online presence is now influencing mainstream media.

4. 🎥 Whatever happens to TikTok, big tech is coming for its millions of creators

Big tech companies are eyeing TikTok's massive creator base, even as some face bans in key markets. Creators like Charli D’Amelio and Addison Rae are now prime targets for platforms like Instagram, YouTube, and Facebook, which want to capitalize on their influence and reach.

5. 💸 As TikTok teeters, YouTube, Meta, Snapchat, and more race to claim its ad dollars with incentives, discounts

TikTok's struggles have opened the door for competitors like YouTube, Meta, and Snapchat to capture its ad revenue by offering incentives and discounts. As TikTok's advertising effectiveness declines, these platforms are aggressively vying for advertisers' dollars, reshaping the digital ad landscape.

6. 🤔 Biden punts the TikTok ban on Trump

President Biden has pushed a decision on TikTok’s future to the next administration, leaving Trump or his successor to address security concerns tied to the Chinese-owned app. This delay keeps tensions high as debates continue over national security and tech policy.

7. 🧐 Meta’s community notes won’t apply to paid ads. marketers still have questions.

Meta's new "Community Notes" feature will not apply to paid advertisements, leaving marketers with uncertainties. This decision has sparked questions about how it will affect transparency and accountability for advertisers on the platform.

8. 🎥 Twitch streamers lament likely loss of TikTok as an audience referral engine

Twitch streamers are concerned about TikTok's potential restrictions on links to external platforms, which has been a key driver of new viewers to their channels. Losing TikTok as a referral engine could significantly impact their audience growth and discoverability.

9. 🥗 Graza, Ayoh, and now Hidden Valley Ranch: inside the squeeze bottle’s grocery aisle take over

Graza, Ayoh, and Hidden Valley Ranch are leading a shift in packaging design, making squeeze bottles the new grocery aisle standard. This matters as it reflects consumer demand for convenience and redefines how brands differentiate their products.

10. ☕ Starbucks proves it was never really a 'third place'

Starbucks rethinks its "third place" concept as the company focuses on efficiency and profitability. This shift reveals how the brand, once a social hub, prioritizes convenience over community, impacting the overall customer experience.

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