TikTok creators fear for their livelihoods after U.S. lawmakers pass bill that could lead to ban
TikTok creators gather before a press conference to voice their opposition to the “Protecting Americans from Foreign Adversary Controlled Applications Act,” pending crackdown legislation on TikTok in the House of Representatives, on Capitol Hill in Washington, U.S., March 12, 2024.
Craig Hudson | Reuters
Ophelia Nichols, known as “shoelover99” on TikTok, is among the scores of online creators and influencers whose livelihood has been suddenly thrown into potential chaos.
Nichols, who lives in Alabama, has over 12.5 million followers on TikTok, an app she uses for creating lifestyle content and delivering rants in her deep Southern accent. Her posts can attract millions of views, and she makes most of her money through promotional partnerships with brands like Home Chef.
But after this week’s actions in Washington, D.C., Nichols doesn’t know what happens next.
On Wednesday, President Biden signed a bill forcing the divestiture of TikTok from Chinese parent ByteDance or else it could face a national ban. The legislation passed the Senate on Tuesday alongside a package to provide billions of dollars in aid to Israel, Ukraine and Taiwan.
“TikTok allows small businesses and creators to find their people in their community,” Nichols told CNBC, ahead of the bill’s signing. “It gives everybody the opportunity to be able to provide for their family in a way that they have probably never provided for their family before. It has changed people’s lives.”
A ban could take years, and TikTok is likely to challenge it in court. But in the meantime, there’s a lot of uncertainty.
Small and mid-sized businesses that used TikTok supported 224,000 jobs, according to an Oxford Economics study paid for by TikTok. These businesses generated nearly $15 billion in revenue and contributed $24.2 billion to the U.S. gross domestic product in 2023, the study said.
Nichols joined a number of other TikTok creators in traveling to the Capitol to oppose a potential ban. She wanted to speak out against it and explain to lawmakers how she runs her business using the app. Nichols said TikTok didn’t ask her to join the protest.
“You’re taking away our First Amendment rights,” Nichols said. “People don’t understand. This is a community. It’s a family. Whatever it is that you enjoy or that makes you smile, you will find someone else on the app that loves that too.”
According to the CNBC All America Survey from March, 47% of participants supported a ban or a sale, while just over 30% opposed a ban.
TikTok hosts over 585,000 posts, predominantly consisting of videos, under the hashtags #KeepTikTok and #SaveTikTok, where users vocally oppose the ban. Many testimonials underscore TikTok’s significant role in providing online entertainment, while others implore the preservation of the current platform, crucial for their livelihoods.
The effort stems from ByteDance’s $7 million marketing strategy to mobilize American opposition against the ban. Tactics ranged from heartfelt testimonial videos featuring TikTok CEO Shou Zi Chew to in-app banners advocating for users to call their senator, and even physical protests staged outside the Capitol.
Following Biden’s signing of the bill on Wednesday, TikTok called the measure unconstitutional and said it will challenge the law in court.
“We believe the facts and the law are clearly on our side, and we will ultimately prevail,” the company said in a post on X. “This ban would devastate seven million businesses and silence 170 million Americans.”
Lawmakers have long argued that TikTok is a national security threat to the U.S., on the grounds that the Chinese government could use TikTok data to spy on American users and spread disinformation and conspiracy theories.
‘You can still move forward’
Senator Markwayne Mullin, R-Okla., told CNBC’s “Last Call” on Tuesday that the legislation isn’t a ban, but just a requirement that TikTok separate itself from ByteDance.
“You can still keep the platform, you can still move forward,” Mullin said. “But the Chinese Communist Party is using the algorithm, which they developed, for ByteDance, for TikTok, and the servers that they use to be able to push out their propaganda.”
TikTok creators and influencers, living far out of the realm of politics, have a very different concern.
Many users of the app have struggled to obtain similar audiences on other platforms. Creators say that each platform is different, with its own audience and interests, and TikTok’s algorithm makes it easier for their videos to get discovered by a larger audience.
“People say, ‘If we shut down TikTok, they’ll go follow you on Meta,’ which is not true,” said V Spehar, host of “Under the Desk News,” a short-form news show with over 3 million followers on TikTok, in an interview with CNBC. “And it’s not true for so many people. Otherwise, we would.”
Shou Zi Chew, CEO of TikTok, speaks to reporters outside the office of Sen. John Fetterman (D-PA) at the Russell Senate Office Building on March 14, 2024 in Washington, DC. The House of Representatives voted to ban TikTok in the United States unless the Chinese-owned parent company ByteDance sells the popular video app within the next six months.
Anna Moneymaker | Getty Images
TikTok offers various avenues for monetization, including its Creativity Program, designed to reward popular videos that are longer than a minute. Additionally, creators can generate revenue through brand partnerships, affiliate sales via TikTok Shop, and receiving virtual “gifts” from followers during livestreams.
Competing platforms have tried to encourage users to post their short-form videos to their platforms. Last year, YouTube Shorts changed its monetization program, offering users 45% of ad revenue across multiple posts. However, users said the payouts weren’t as high as on long-form videos.
“The culture of each platform is different,” said Spehar. “The discoverability algorithm is different. The saturation is different. Trying to break into YouTube is really hard because it’s such a saturated market.”
It’s gotten harder elsewhere, too. Last year, Meta shut down its program to pay short-form video creators on Instagram and Facebook. Creators have complained that they don’t make anything while receiving hundreds of thousands of views on the app. However, Instagram head Adam Mosseri hinted that the program might come back in 2024.
Tony Youn, a plastic surgeon with 8.4 million TikTok followers, said finding a big audience is difficult. His videos on everything from weight loss and plastic surgery to funny clips about sitting in traffic are often viewed hundreds of thousands of times.
“I have purposely diversified just because it’s something, as a business person, I know you have to do,” Youn said. “But not everybody has done that.”
Youn added that part of his anger with the TikTok bill has to do with the fact that there are “people who have much smaller voices than myself who are going to get really hurt by this if this happens.”
Technology
China’s Baidu soars 16% to hit 2-year highs as company secures AI partnership, launches debt sale
Andy Jassy, CEO of Amazon, speaks during an unveiling event in New York on Feb. 26, 2025.
Michael Nagle | Bloomberg | Getty Images
Amazon CEO Andy Jassy said Tuesday that he’s working to root out bureaucracy from within the company’s ranks as part of an effort to reset its culture.
Speaking at Amazon’s annual conference for third-party sellers in Seattle, Jassy said the changes are necessary for the company to be able to innovate faster.
“I would say bureaucracy is really anathema to startups and to entrepreneurial organizations,” Jassy said. “As you get larger, it’s really easy to accumulate bureaucracy, a lot of bureaucracy that you may not see.”
A year ago, as part of a mandate requiring corporate employees to work in the office five days a week, Jassy set a goal to flatten organizations across Amazon. He called for the company to increase worker-to-manager ratios by at least 15% by the end of the first quarter of this year.
Jassy also announced the creation of a “no bureaucracy email alias” so that employees can flag unnecessary processes or excessive rules within the company.
Amazon has received about 1,500 emails in the past year, and the company has changed about 455 processes based on that feedback, Jassy said.
The changes are linked to Jassy’s broad strategy to overhaul Amazon’s corporate culture and operate like the “world’s largest startup” as it looks to stay competitive.
Jassy, who took the helm from founder Jeff Bezos in 2021, has been on a campaign to slash costs across the company in recent years. Amazon has laid off more than 27,000 employees since 2022, and axed some of its more unprofitable initiatives. Jassy has also urged employees to do more with less at the same time that the company invests heavily in artificial intelligence.
Transforming Amazon into a startup-like environment isn’t an easy task. The company operates sprawling businesses across retail, cloud computing, advertising, and other areas. It’s the U.S. second-largest private employer, with more than 1.5 million employees globally.
“You have to keep remembering your roots and how useful it is to be scrappy,” Jassy said.
The StubHub logo is seen at its headquarters in San Francisco.
Andrej Sokolow | Picture Alliance | Getty Images
Online ticket platform StubHub is pricing its IPO at $23.50, CNBC’s Leslie Picker confirmed on Tuesday.
The pricing comes at the midpoint of the expected range that the company gave last week. At $23.50, the pricing gives StubHub a valuation of $8.6 billion. StubHub will trade on the New York Stock Exchange under the symbol “STUB.”
The San Francisco-based company was co-founded by Eric Baker in 2000, and was acquired by eBay for $310 million seven years later. Baker reacquired StubHub in 2020 for roughly $4 billion through his new company Viagogo, which operates a ticket marketplace in Europe.
StubHub has been trying to go public for the past several years, but delayed its public debut twice. The most recent stall came in April after President Donald Trump‘s “Liberation Day” tariffs roiled markets.
The company filed an updated prospectus in August, effectively restarting the process to go public.
The IPO market has bounced back in recent months after an extended dry spell due to high inflation and rising interest rates. Klarna made its debut on the NYSE last week after the online lender also delayed its IPO in April. Tyler and Cameron Winklevoss’ Gemini, stablecoin issuer Circle, Peter Thiel-backed cryptocurrency exchange Bullish and design software company Figma have all soared in their respective debuts.
At the top of the pricing range StubHub offered last week, the company would have been valued at $9.2 billion. StubHub had sought a $16.5 billion valuation before it began the IPO process, CNBC previously reported.
StubHub said in its updated prospectus that first-quarter revenue increased 10% from a year earlier to $397.6 million. Operating income came in at $26.8 million for the period.
The company’s net loss widened to $35.9 million from $29.7 million a year ago.
-
Sports3 years ago‘Storybook stuff’: Inside the night Bryce Harper sent the Phillies to the World Series
-
Sports1 year agoStory injured on diving stop, exits Red Sox game
-
Sports2 years agoGame 1 of WS least-watched in recorded history
-
Sports2 years agoButton battles heat exhaustion in NASCAR debut
-
Sports2 years agoMLB Rank 2023: Ranking baseball’s top 100 players
-
Sports4 years ago
Team Europe easily wins 4th straight Laver Cup
-
Environment2 years agoJapan and South Korea have a lot at stake in a free and open South China Sea
-
Environment12 months agoHere are the best electric bikes you can buy at every price level in October 2024