Recent analyses from multiple research firms reveal specific patterns in how users and advertisers are responding to the TikTok platform disruption, providing new data on social media consumption behavior and platform-switching tendencies.
Platform Overlap to Drive Migration
EMARKETER reports that TikTok users in the United States spent approximately one hour per day on the platform in 2024, with nearly three-quarters of these users maintaining active Instagram accounts. This overlap suggests established pathways for potential user migration between platforms.
According to an April 2024 analysis from Bernstein, 55-60% of TikTok usage time would shift to Meta-owned properties in case of a U.S. ban.
Kevin Goodwin, VP of Strategy at New Engen, Inc., a digital marketing agency managing around $1B in annual ad spend, reports that their clients experienced immediate effects on Meta’s platforms, recording significant week-over-week growth: Reels impressions increased by 31%, Stories impressions rose by 24%, and total Meta impressions grew by 17%.
Financial Implications and Platform Behavior
Morgan Stanley’s analysis indicates that platform migration behaviors may have lasting financial implications. Their research suggests that for every 10% of U.S. TikTok usage time that moves to Meta platforms, the company could see an increase of $0.30 to $0.60 in earnings per share by 2026.
New Engen’s data reveals that impression growth on alternative platforms continued even after TikTok service resumed, suggesting that user behavior changes may persist beyond initial disruption periods.
EMARKETER estimates that TikTok currently generates $12.34 billion in U.S. ad revenues, with analysts projecting that 50-70% of this revenue could be displaced under proposed restrictions.
Cross-Platform Dynamics and User Attention
The research highlights existing platform connections that could facilitate user transitions. Morgan Stanley analysts point to Instagram Reels as a key beneficiary, citing similarities in content format and user experience. However, the analysis also shows varying monetization rates across platforms, with YouTube Shorts currently monetizing at half the rate of standard YouTube content.
The data suggests that current cross-platform user behavior may predict future migration patterns. EMARKETER’s analysis indicates that U.S. user attention time could be redistributed across social media platforms if TikTok faces further restrictions.
These findings come as marketing agencies and content creators evaluate platform diversification strategies. James Poulter, Head of AI & Innovation at UK-based ad agency House 337, told Business Insider that successful adaptation to platform changes often relies on maintaining presence across multiple services rather than depending on single-platform strategies.
Recent analyses from multiple research firms reveal specific patterns in how users and advertisers are responding to the TikTok platform disruption, providing new data on social media consumption behavior and platform-switching tendencies.
Platform Overlap to Drive Migration
EMARKETER reports that TikTok users in the United States spent approximately one hour per day on the platform in 2024, with nearly three-quarters of these users maintaining active Instagram accounts. This overlap suggests established pathways for potential user migration between platforms.
According to an April 2024 analysis from Bernstein, 55-60% of TikTok usage time would shift to Meta-owned properties in case of a U.S. ban.
Kevin Goodwin, VP of Strategy at New Engen, Inc., a digital marketing agency managing around $1B in annual ad spend, reports that their clients experienced immediate effects on Meta’s platforms, recording significant week-over-week growth: Reels impressions increased by 31%, Stories impressions rose by 24%, and total Meta impressions grew by 17%.
Financial Implications and Platform Behavior
Morgan Stanley’s analysis indicates that platform migration behaviors may have lasting financial implications. Their research suggests that for every 10% of U.S. TikTok usage time that moves to Meta platforms, the company could see an increase of $0.30 to $0.60 in earnings per share by 2026.
New Engen’s data reveals that impression growth on alternative platforms continued even after TikTok service resumed, suggesting that user behavior changes may persist beyond initial disruption periods.
EMARKETER estimates that TikTok currently generates $12.34 billion in U.S. ad revenues, with analysts projecting that 50-70% of this revenue could be displaced under proposed restrictions.
Cross-Platform Dynamics and User Attention
The research highlights existing platform connections that could facilitate user transitions. Morgan Stanley analysts point to Instagram Reels as a key beneficiary, citing similarities in content format and user experience. However, the analysis also shows varying monetization rates across platforms, with YouTube Shorts currently monetizing at half the rate of standard YouTube content.
The data suggests that current cross-platform user behavior may predict future migration patterns. EMARKETER’s analysis indicates that U.S. user attention time could be redistributed across social media platforms if TikTok faces further restrictions.
These findings come as marketing agencies and content creators evaluate platform diversification strategies. James Poulter, Head of AI & Innovation at UK-based ad agency House 337, told Business Insider that successful adaptation to platform changes often relies on maintaining presence across multiple services rather than depending on single-platform strategies.