The short version

Scott Galloway predicted on January 5, 2024: “2024 is the year we’ll see TikTok take share from streamers.” Verdict: Called it. TikTok's share of U.S. digital ad spend grew materially through 2024 and into 2025, and it continued to dominate short-form video ad budgets and youth attention, competing with Netflix and Spotify.

Prediction by

Scott Galloway

On January 5, 2024

“2024 is the year we’ll see TikTok take share from streamers.”

Follow-up

TikTok's share of U.S. digital ad spend grew materially through 2024 and into 2025, and it continued to dominate short-form video ad budgets and youth attention, competing with Netflix and Spotify.

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