The short version

Scott Galloway predicted on January 4, 2024: “Prediction for 2024, TikTok comes for Netflix and Spotify. I think this platform is so ascendant and the idea of not having choice is so powerful that TikTok will start expanding and coming after, will start being the disruptor of disruptors. And I think it's going to actually start to eat into Spotify…

Prediction by

Scott Galloway

On January 4, 2024

“Prediction for 2024, TikTok comes for Netflix and Spotify. I think this platform is so ascendant and the idea of not having choice is so powerful that TikTok will start expanding and coming after, will start being the disruptor of disruptors. And I think it's going to actually start to eat into Spotify and even start to eat into Netflix's business in 2024.”

Follow-up

While TikTok continued to grow its share of attention, there is no clear public data showing it measurably taking market share from Netflix's or Spotify's core subscription businesses by the end of 2024. Both Netflix and Spotify reported continued growth.

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