A potential TikTok ban in the US could benefit Meta, owner of Facebook and Instagram, with analysts predicting significant gains in ad revenue. The Supreme Court upheld a law requiring ByteDance, TikTok's Chinese parent company, to sell its US operations or be removed from US app stores. This could lead to TikTok becoming unusable for US users, freeing up advertising dollars and user time for other platforms.
Meta stands to be one of the largest beneficiaries if TikTok is booted from US app stores on Sunday.TikTok is facing a likely ban in the United States after the Supreme Court upheld a law on Friday that forces ByteDance, the app's Chinese parent company, to sell TikTok's US operations or be removed from American app stores.The law prevents US users from downloading TikTok or installing updates, which could eventually make the platform unusable.
The ban could add 5 to 9 percent in Meta's earnings per share for the 2026 fiscal year, Morgan Stanley analysts wrote.Instagram scrolling is also poised to replace some of the time US users spent on TikTok, analysts say.EMARKETER estimates that TikTok users in the US spent nearly an hour of their day on the app in 2024 and nearly three quarters of those users were also on Instagram.'That leaves close to an hour of their daily media time up for grabs,' eMarketer analysts wrote.
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