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.
The Texas Instruments headquarters in Dallas, Texas, on Jan. 21, 2024.
N. Johnson | Bloomberg | Getty Images
Texas Instrumentsreported second-quarter results on Tuesday that beat analysts’ expectations for revenue and earnings. But the stock fell in extended trading due to a third-quarter forecast that missed estimates.
Here’s how the chipmaker did versus LSEG consensus estimates:
Earnings per share: $1.41 vs. $1.35 expected
Revenue: $4.45 billion vs. $4.36 billion expected
Texas Instruments said it expects current-quarter earnings between $1.36 and $1.60 per share, while analysts were looking for $1.50 per share. The company forecast revenue of $4.45 billion to $4.8 billion, for a midpoint of $4.625 billion. Analysts were expecting revenue of $4.59 billion.
Revenue increased 16% in the second quarter from $3.82 billion in the same period a year earlier. Sales in the company’s analog chip business, its largest, rose 18% to $3.5 billion, surpassing the StreetAccount estimate of $3.39 billion for the segment.
Net income rose 15% to $1.3 billion, or $1.41 per share, from $1.13 billion, or $1.22 per share, a year ago.
Texas Instruments is a key supplier of legacy semiconductors for automotive and industrial uses.
As of Tuesday’s close, Texas Instruments shares were up 15% for the year on broader market optimism for chips. In June, the company said it would spend $60 billion to expand chipmaking factories in Texas and Utah, a move that was praised by the Trump administration in its push to bring more technology manufacturing to the U.S.
Jeff Bezos, founder and executive chairman of Amazon, takes the stage during The New York Times’ annual DealBook Summit, at Jazz at Lincoln Center in New York City on Dec. 4, 2024.
The meeting between Trump and Bezos, one of the world’s richest men, lasted for more than an hour, according to two people familiar with the matter who asked not to be named because the conversation was private.
Amazon declined to comment on the meeting. A spokesperson for Bezos didn’t immediately respond to a request for comment.
The nature and exact timing of the visit couldn’t be learned.
A Gulfstream G700 private jet linked to Bezos landed in Dulles, Virginia, outside Washington, on July 14 before taking off the next day, according to Jack Sweeney, a programmer who tracks flight data from jets owned by Elon Musk, Bill Gates and others.
Bezos, who also owns rocket company Blue Origin, has cozied up to Trump during his second term in the White House. Trump frequently hurled insults at Bezos during his first term, largely because of the Amazon founder’s ownership of The Washington Post.
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Bezos joined a swath of tech CEOs on stage at Trump’s inauguration in January after donating $1 million to his inaugural fund.
The Trump administration praised Bezos for his decision to revamp the Post’s editorial pages to focus on “personal liberties and free markets.”
In April, Trump said Bezos, who stepped down as Amazon’s CEO in 2021, was “terrific” and “a good guy” after the billionaire assured Trump that the e-commerce giant had no plans to display tariff-related surcharges on its website.
More recently, Bezos has reportedly sought to capitalize on the dramatic falling-out between Trump and Musk, who spent more than $250 million to help Trump win a second White House term and previously led the government-slashing initiative called the Department of Government Efficiency.
Bezos competes with Musk, who is the CEO of SpaceX, through Blue Origin and Project Kuiper, Amazon’s low-Earth orbit satellite internet venture.
After Trump and Musk’s relationship soured, Bezos spoke with Trump on several occasions, while Blue Origin CEO Dave Limp traveled to the White House, The Wall Street Journal reported, citing people familiar with the matter.
The conversations centered in part on government contracts, according to the Journal.
Amazon logo on a brick building exterior in San Francisco on Aug. 20, 2024.
Smith Collection | Gado | Archive Photos | Getty Images
Amazon plans to acquire wearables startup Bee AI, the company confirmed, in the latest example of tech giants doubling down on generative artificial intelligence.
Bee, based in San Francisco, makes a $49.99 wristband that appears similar to a Fitbit smartwatch. The device is equipped with AI and microphones that can listen to and analyze conversations to provide summaries, to-do lists and reminders for everyday tasks.
Bee CEO Maria de Lourdes Zollo announced in a LinkedIn post on Tuesday that the company will join Amazon.
“When we started Bee, we imagined a world where AI is truly personal, where your life is understood and enhanced by technology that learns with you,” Zollo wrote. “What began as a dream with an incredible team and community now finds a new home at Amazon.”
Amazon spokesperson Alexandra Miller confirmed the company’s plans to acquire Bee. The company declined to comment on the terms of the deal.
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Amazon has introduced a flurry of AI products, including its own set of Nova models, Trainium chips, a shopping chatbot and a marketplace for third-party models called Bedrock.
The company has also overhauled its Alexa voice assistant, released more than a decade ago, with AI capabilities as Amazon looks to chip away at the success of rivals such as OpenAI’s ChatGPT, Anthropic’s Claude and Google’s Gemini.
Ring, the smart home security company owned by Amazon, has also looked to introduce generative AI in some of its products.
Amazon previously experimented in the wearables space through a health and fitness-focused product called Halo. It sunset the Halo in 2023 as part of a broader cost-cutting review.
Other tech companies have launched AI-infused consumer hardware with mixed success.
There’s the Rabbit R1, a small square gadget that costs $199 and uses an OpenAI model to answer questions, as well as the AI pin developed by Humane, which later sold to HP.
Meta‘s Ray-Ban smart glasses have grown in popularity since the first version was released in 2021.
OpenAI in May acquired Jony Ive‘s AI devices startup io for roughly $6.4 billion. The company reportedly plans to develop a screen-free device.