The short version

Scott Galloway predicted on December 21, 2023: “2024 is the year we'll see TikTok take share from streamers.” Verdict: Partially right. TikTok's share of user attention continued to grow relative to traditional subscription video streamers like Netflix and Disney+. TikTok expanded its role in music discovery, live shopping, and short-form entertainment, which competes directly with streaming platforms for attention. However,…

Prediction by

Scott Galloway

On December 21, 2023

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

Follow-up

TikTok's share of user attention continued to grow relative to traditional subscription video streamers like Netflix and Disney+. TikTok expanded its role in music discovery, live shopping, and short-form entertainment, which competes directly with streaming platforms for attention. However, the exact market-share transfer is not cleanly documented.

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