TikTok is gradually establishing itself as a viable platform for brands, but also content creators. It is even the application that generated the most revenue in the first quarter of 2022.
In the first three months of 2022, TikTok emerged as the app on which the most money was spent. The popular platform for young people – and increasingly popular with brands – surpasses the most popular mobile games, which have historically posted the highest revenue among apps.
Thus, in the first quarter, 840 million dollars were spent on TikTok according to Data.ai (ex-App Annie), an increase of 40% compared to the end of 2021. And it is in the United States that TikTok records the strongest progression, the country of Uncle Sam now representing 37% of the platform’s total revenue (followed by China at 26%).
The vast majority of the sums generated by TikTok come from the sale of its virtual currency, the TikTok Coin, which makes it possible to acquire emojis used to remunerate content creators. For example, you can buy 36 coins for 50 euro cents and offer a “donut” emoji to your favorite streamer for 30 of these coins. Content creators can convert the virtual gifts they receive into diamonds that can be exchanged for real currency. Obviously, TikTok takes a commission and its publisher, ByteDance, collects it.
We also find this system on competing platforms, from Twitch to Facebook Live, but which leads to its share of excesses: secondary channels reserved for generous subscribers, challenges pushing donations, games of influence on spectators, etc. Some creators even abuse the system by buying and injecting monetized interactions on their channel themselves in order to increase the popularity of their content.
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