The short version

Scott Galloway predicted on January 5, 2024: “TikTok Comes for $NFLX and $SPOT” Verdict: Called it. TikTok’s share of global digital ad spend and user time continued to rise through 2024, competing directly with OTT/streaming and music platforms for both user attention and brand budgets. Long-form streamers and audio platforms increased investment in short-form & social promotion. The prediction is…

Prediction by

Scott Galloway

On January 5, 2024

“TikTok Comes for $NFLX and $SPOT”

Follow-up

TikTok’s share of global digital ad spend and user time continued to rise through 2024, competing directly with OTT/streaming and music platforms for both user attention and brand budgets. Long-form streamers and audio platforms increased investment in short-form & social promotion. The prediction is qualitatively borne out: TikTok more aggressively competed for attention and ad dollars traditionally targeted at Netflix/Spotify’s spaces.

From the High Caliber AI network — see the AI for PR module in the course.