In the United States, TikTok is facing significant turmoil. One day, it is blocked, and the next day, it is reopened, leaving everyone in suspense. Meanwhile, TikTok has been banned from European Union institutions, with all employees required to remove the app from their devices—a decision that has been in effect since March 2023. Furthermore, in 2024, Ursula von der Leyen, the president of the European Commission, suggested that TikTok should be banned in the European Union altogether.
What is the reason for the increased attention on TikTok, and what can we expect in the near future?
The main reason for concern is that TikTok is owned by the China-based company ByteDance Ltd. Given the significant economic competition between the West and China, including cyber espionage, it is understandable that U.S. and EU leaders see a potential threat of digital espionage. Additionally, there are concerns that TikTok may censor topics disapproved of by the Chinese Communist Party, such as political discussions regarding Tibet.
However, various hidden economic, social, and political factors are also at play.
TikTok has emerged as a significant competitor to American platforms, particularly Meta, in the United States, where over half of the population actively uses TikTok. Financially, TikTok is establishing a strong presence in the Western digital landscape. For instance, 55.5 percent of companies prefer collaborating with popular TikTok users for their influencer marketing campaigns, contributing to a market worth $7 billion in the U.S. alone.
On the other hand, TikTok has become very influential. If we consider the average user’s time engaged in social networks, TikTok has topped all others, including YouTube, thanks to its engaging algorithm.

Average time spent by users on social networks SOAX
Chinese TikTok successfully took over Western markets and established a significant influence within them. The ongoing Russia-Ukraine war has highlighted how traditional media, especially social media, have become important tools for influence operations, often serving as instruments for hybrid warfare. This is why social networks are frequently blocked during conflicts and wars. It is likely that U.S. and EU leaders now view TikTok as an increasing threat, particularly in light of the escalating economic and political tensions with China.
Meanwhile, when news about the TikTok ban reached the U.S., there was a massive search for alternatives. Interestingly, the American audience started considering alternatives from Chinese-made social media platforms.

Most downloaded apps for iPhone in the US in the days after it became clear that TikTok could be blocked, according to Similarweb