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TikTok’s grip on the short-form video market is tightening, and the world’s biggest tech platforms are racing to catch up.

Since launching globally in 2016, ByteDance-owned TikTok has amassed over 1.12 billion monthly active users worldwide, according to Backlinko. American users spend an average of 108 minutes per day on the app, according to Apptoptia.

TikTok’s success has reshaped the social media landscape, forcing competitors like Meta and Google to pivot their strategies around short-form video. But so far, experts say that none have matched TikTok’s algorithmic precision.

“It is the center of the internet for young people,” said Jasmine Enberg, vice president and principal analyst at Emarketer. “It’s where they go for entertainment, news, trends, even shopping. TikTok sets the tone for everyone else.”

Platforms like Meta‘s Instagram Reels and Google’s YouTube Shorts have expanded aggressively, launching new features, creator tools and even considering separate apps just to compete. Microsoft-owned LinkedIn, traditionally a professional networking site, is the latest to experiment with TikTok-style feeds. But with TikTok continuing to evolve, adding features like e-commerce integrations and longer videos, the question remains whether rivals can keep up.

“I’m scrolling every single day. I doom scroll all the time,” said TikTok content creator Alyssa McKay.

But there may a dark side to this growth.

As short-form content consumption soars, experts warn about shrinking attention spans and rising mental-health concerns, particularly among younger users. Researchers like Dr. Yann Poncin, associate professor at the Child Study Center at Yale University, point to disrupted sleep patterns and increased anxiety levels tied to endless scrolling habits.

“Infinite scrolling and short-form video are designed to capture your attention in short bursts,” Dr. Poncin said. “In the past, entertainment was about taking you on a journey through a show or story. Now, it’s about locking you in for just a few seconds, just enough to feed you the next thing the algorithm knows you’ll like.”

Despite sky-high engagement, monetizing short videos remains an uphill battle. Unlike long-form YouTube content, where ads can be inserted throughout, short clips offer limited space for advertisers. Creators, too, are feeling the squeeze.

“It’s never been easier to go viral,” said Enberg. “But it’s never been harder to turn that virality into a sustainable business.”

Last year, TikTok generated an estimated $23.6 billion in ad revenues, according to Oberlo, but even with this growth, many creators still make just a few dollars per million views. YouTube Shorts pays roughly four cents per 1,000 views, which is less than its long-form counterpart. Meanwhile, Instagram has leaned into brand partnerships and emerging tools like “Trial Reels,” which allow creators to experiment with content by initially sharing videos only with non-followers, giving them a low-risk way to test new formats or ideas before deciding whether to share with their full audience. But Meta told CNBC that monetizing Reels remains a work in progress.

While lawmakers scrutinize TikTok’s Chinese ownership and explore potential bans, competitors see a window of opportunity. Meta and YouTube are poised to capture up to 50% of reallocated ad dollars if TikTok faces restrictions in the U.S., according to eMarketer.

Watch the video to understand how TikTok’s rise sparked a short form video race.

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Trump signs executive order for single national AI regulation framework, limiting power of states

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Trump signs executive order for single national AI regulation framework, limiting power of states

U.S. President Donald Trump looks on, as he signs an executive order on AI in the Oval Office at the White House in Washington, D.C., U.S. Dec. 11, 2025.

Al Drago | Reuters

President Donald Trump signed an executive order Thursday issuing a single regulation framework for artificial intelligence, undermining the power of individual states.

The Trump administration, with the aid of AI and crypto czar David Sacks, has been pursuing a path that would allow federal rules to preempt state regulations on AI, a move meant to keep big Democratic-led states like California and New York from exerting their control over the growing industry.

There has been a growing debate over AI, specifically related to an increasing number of individual state laws that could conflict with a federal standard.

The move marks a win for tech companies, who’ve argued against states rights when it comes to regulation on artificial intelligence. 

AI companies have been ramping up lobbying, opening offices close to the Capitol and launching campaigns through a super PAC with at least $100 million to spend on the midterm elections in 2026. 

States across the country are legislating on AI. States like Colorado and California have proposed bills requiring risk assessments and disclosure related to AI. OpenAI, Andreessen Horowitz and Google are among the company lobbying to block state laws that regulate AI, arguing a patchwork of regulation across the country would prevent the U.S. ability to compete in the global AI race. 

A draft version of a proposed executive order surfaced last month, proposing a single federal standard on AI “instead of a patchwork of 50 State Regulatory Regimes.”

Sacks and fellow tech investor and podcaster Chamath Palihapitiya stood beside Trump during the signing. Following Trump’s election, Sacks was appointed as the White House AI and “Crypto Czar” to guide administration policy, while Palihapitiya maintains high-level access to White House leadership as a vocal supporter.

This is breaking news. Please check back for updates.

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Palantir sues former employees, says Percepta AI CEO set out to ‘pillage’ top developers

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Palantir sues former employees, says Percepta AI CEO set out to 'pillage' top developers

Palantir Technologies CEO Alex Karp attends the Pennsylvania Energy and Innovation Summit on the campus of Carnegie Mellon University in Pittsburgh, Pennsylvania, July 15, 2025.

Andrew Caballero-reynolds | Afp | Getty Images

Palantir expanded its lawsuit against two former employees on Thursday to include the CEO of their new artificial intelligence startup, Percepta AI.

In the suit, Palantir alleged that Percepta CEO and co-founder Hirsh Jain, co-founder Radha Jain, and a third employee, Joanna Cohen, violated their non-solicitation agreements, hiring top talent to create a competitive business.

Palantir and Percepta didn’t immediately respond to CNBC’s request for comment.

The three defendants are accused of attempting to “poach” executives and developers from their former company and “plunder Palantir’s valuable intellectual property.”

Cohen and Radha Jain, who were named in the original lawsuit filed in October, were previously senior engineers at Palantir. Hirsh Jain, an executive responsible for the company’s healthcare portfolio, was added as another defendant in the latest complaint.

Palantir said the defendants were “entrusted” with the company’s “crown jewels,” including source code, customer workflows and proprietary customer engagement strategies.

The former employees “brazenly disregarded their contractual and legal commitments to Palantir and instead chose a path of deception and unjust competition,” the plaintiffs said in the document, which was filed in the U.S. District Court for the Southern District of New York.

Cohen and Radha Jain denied the initial allegations in a November filing, and agreed to stop working for Percepta during the proceedings.

The suit accused Hirsh Jain, who resigned from Palantir in August 2024, of an “aggressive campaign” to recruit other employees to join Percepta, and said the startup has already hired at least 10 former Palantir employees.

An alleged message written by Hirsh Jain in November 2024 read, “I’m down to pillage the best devs at palantir when they’re at their maximum richness.”

The complaint says Rhada Jain wrote another message saying, “God thinking about poaching is so fun.”

Palantir, which was co-founded by Peter Thiel, CEO Alex Karp and others, builds analytics software for companies and government agencies, including the U.S. military. The company’s stock price has soared more than tenfold since the end of 2023, lifting its market cap close to $450 billion.

Palantir also accused Cohen of sending herself highly confidential documents shortly after announcing her resignation from the company in March. Cohen allegedly took photos of sensitive information, the suit said, and downloaded the files onto her personal phone.

“At Percepta, they seek to succeed not through old-fashioned ingenuity and competition, but through outright theft and deceit,” Palantir said in the filing.

Among other things, Palantir is asking for the defendants to be forced to return any confidential information in their possession, and to avoid working at Percepta or venture backer General Catalyst for 12 months from the time of an order.

WATCH: AI stocks still a ‘table pounder opportunity’

'This is an arms race playing out,' says Wedbush’s Dan Ives on Nvidia

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Trump ‘sells out’ U.S. national security with Nvidia chip sales to China, Sen. Warren says

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Trump 'sells out' U.S. national security with Nvidia chip sales to China, Sen. Warren says

Sen. Elizabeth Warren, D-Mass., speaks during a Senate Banking, Housing and Urban Affairs Committee confirmation hearing on President Donald Trump’s nominees to lead the National Economic Council, Consumer Financial Protection Bureau and Federal Housing Finance Agency, on Capitol Hill in Washington, Feb. 27, 2025.

Annabelle Gordon | Reuters

President Donald Trump‘s decision to let Nvidia sell its advanced H200 artificial intelligence chips to China “sells out American national security,” Sen. Elizabeth Warren, D-Mass., said Thursday.

Warren also reiterated her call for Nvidia CEO Jensen Huang to testify before Congress about the agreement, along with Commerce Secretary Howard Lutnick.

The senator’s fiery remarks on the Senate floor came three days after Trump announced on social media that the U.S. semiconductor giant Nvidia could sell the chips to “approved customers” in China, so long as the U.S. gets a 25% cut of the revenues.

The announcement drew concerns both from Democrats and some of Trump’s Republican allies, who have been vocal about protecting America’s hardware advantage over China in the race to AI superiority.

Warren, in Thursday’s remarks, urged Congress to pass bipartisan legislation that “reins in this administration” by imposing new chip export restrictions. Critics of the bill say it could undermine U.S. chipmakers’ competitiveness.

The Trump administration knows that China gaining access to the chips, which have previously been subject to export restrictions, “poses a serious threat to our technological leadership and national security,” Warren said on the Senate floor.

She noted that shortly before Trump announced his decision on the H200 chips on Monday, the Department of Justice touted a crackdown touted a crackdown on a “major China-linked AI tech smuggling network.”

Sen. Elizabeth Warren: Economy and Fed still have a lot of 'red flashing lights'

“So why did the President make this bad deal that sells out the American economy and sells out American national security?” she asked. “It’s simple: In the Trump administration, money talks.”

“Mr. Huang understands that in this administration, being able to cozy up to Donald Trump might be the most important corporate CEO skill of all,” Warren said.

She pointed to Huang attending a $1 million-per-plate dinner at Trump’s Florida home Mar-a-Lago, and Nvidia’s later donations to the president’s under-construction White House ballroom.

“Those are just the most obvious possible reasons to cut this deal,” Warren said, “and who knows what else Mr. Huang might have done behind closed doors to persuade President Trump and Secretary Lutnick into making this dangerous concession.”

CNBC has reached out to Nvidia for comment on the senator’s remarks.

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