Category: In the News

TikTok is aggressively courting creators and agencies to showcase the revenue potential of its livestreaming tools.

TikTok says its creators are now collectively generating $10 million in revenue daily through livestreaming — a figure the company shared during an in-person mixer for creators, agencies and press at its New York City headquarters on April 24.

The event was part of an ongoing series of in-person mixers TikTok plans to host at its NYC headquarters, to encourage creators to further embrace its livestreaming services. The platform has been steadily building its services and tools for Live creators, launching a dedicated Discord server for TikTok Live creators and creator networks on April 9, as well as providing access to webinars and virtual training Zoom calls, which also kicked off in early April. The platform now wants to build on that momentum.

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Earnings season can be windows into what major marketers’ are thinking — especially amid the ongoing economic uncertainty caused by President Trump’s tariffs. In recent weeks, marketers have experienced decision paralysis; been expecting chaos (and regularly using the replanning muscle they formed early on in the pandemic); pushed for more flexibility in deals; and focused on operational challenges ahead of marketing cuts.

They’ve also zeroed in on lackluster consumer sentiment. Major marketers like PepsiCo, Chipotle, Colgate-Palmolive, American Airlines and Procter & Gamble, had C-Suite executives note their own worries about consumers’ worries during their respective earnings calls. 

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