The short version

Scott Galloway predicted on January 4, 2024: “Prediction for 2024, TikTok comes for Netflix and Spotify… And I think it's going to actually start to eat into Spotify and even start to eat into Netflix's business in 2024.” Verdict: Partially right. TikTok expanded into longer-form video and music promotion, increasing competition for attention. However, as of September 2026, Netflix's and…

Prediction by

Scott Galloway

On January 4, 2024

“Prediction for 2024, TikTok comes for Netflix and Spotify… 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

TikTok expanded into longer-form video and music promotion, increasing competition for attention. However, as of September 2026, Netflix's and Spotify's core subscription businesses remain intact and growing, with no clear evidence of material erosion directly attributed to TikTok alone.

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