What's Inside

On June 17, 2025, the US government announced that it will extend the deadline for TikTok to divest its US assets (which was set for June 19, 2025) by another 90 days—the third deadline extension to be granted so far.

What would a TikTok ban mean for the social media landscape in the US? We analyze proprietary US consumer survey findings to discuss the implications of TikTok’s uncertainty for other social media platforms as well as brands and advertisers.

• Analysis in this report was first published on March 7, 2025, but remains relevant as TikTok’s future in the US is still in doubt. We have updated the report to reflect our latest US consumer survey findings as of mid-June 2025. 

Data in this research report include:

• TikTok Shop’s global GMV and year-over-year growth, 2021–2025E
• Coresight Research survey findings:
  • Platforms that TikTok users use more frequently than TikTok and why; changes in social media usage in the case of TikTok’s ban; purchased categories on TikTok; likelihood of continued TikTok use if no ban is enacted
  • US consumers’ view on how social media platforms will evolve in the next five years, from AI (artificial intelligence) functions to privacy features

Companies mentioned in this report include: Amazon, Meta (Facebook, Instagram), Microsoft, Oracle, Pinterest, Snapchat, TikTok, X, YouTube

Other relevant research:

• Amazon Bids to Acquire TikTok—What It Means for US E-Commerce
• Social commerce-focused US consumer survey findings: High-Income Consumers’ Financial Sentiment Reaches New Peak; Facebook Slumps in Social Commerce: US Consumer Survey Insights
• TikTok Shop: How Brands, Merchants and Creators Can Sell Products Directly on the Social Platform
• The Coresight Research US Consumer Survey Databank provides additional insight into US consumer behaviors from our weekly surveys.