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Global TikTok advertising revenue is set to top $30bn this year but uncertainty remains in the US

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ByteDance

Almost $12bn is at stake should a US ban go ahead
The US remains TikTok’s largest market. Instagram to benefit the most from a US ban
TikTok ad revenue is growing faster outside the US
TikTok users worldwide spend 35 hours each month with the app
TikTok is having a previously unseen impact on Amazon sales

WARC Media’s Platform Insights: TikTok

5 March 2025 – TikTok, the ByteDance-owned video sharing platform, is increasingly seen as able to drive full-funnel outcomes – from discovery through search to purchase. However, concern over TikTok’s possible ban in the US is creating uncertainty among advertisers and creators.

Alex Brownsell, Head of Content, WARC Media, and author of the report, says: “On 18 January, US TikTok users were unable to access the video-sharing app for more than 12 hours due to regulation banning the app on the basis of national security concerns. A 75-day deadline extension to 5 April by President Donald Trump does little to dispel the uncertainty around TikTok as an ongoing staple in many brands’ marketing plans.

“In this report, we explore the potential impact of a US ban on TikTok’s advertising revenue, and examine the platform’s role in consumer behaviour and campaign effectiveness.”

Providing evidence-based insights on the challenges and opportunities TikTok has to offer, WARC Media’s latest Platform Insights report offers an overview of the key data points that advertisers need to know about the platform spanning investment, consumption and performance.

Investment: Global TikTok ad revenue forecast to reach $32.4bn. Nearly $12bn in US spend at stake if TikTok is banned

In 2025, assuming a US ban is not implemented, ad spend with TikTok should reach $32.4bn, a rise of 24.5% year-on-year. TikTok’s ad business is set to grow faster than either Facebook (+9.3%) and Instagram (+19.0%) this year, giving the video-sharing app an 11% share of the global social media market.

According to WARC’s Marketer’s Toolkit survey carried out late last year, global marketers were more likely to increase investment with TikTok in 2025 than with any other digital platform. Agency respondents (81%) were even more bullish than their client counterparts (74%).

The US remains TikTok’s largest market, but over the last five years its share of the platform’s total ad revenue has diminished, dropping from 43.3% in 2022 to 34.0% by 2026, according to WARC Media forecast. Ad revenue is growing faster outside of the US, potentially mitigating the impact of any ban in the US.

If a ban in the US is avoided, TikTok is forecast to earn $11.8bn in US ad revenue this year (up 21.0%, outpacing overall US social media ad investment, which is set to grow 10.6%), rising to $13.4bn in 2026. Instagram stands to benefit most from a TikTok ban, WARC Media estimates, with spend also going to YouTube and Snapchat.

Consumption: Globally, TikTok users spend 35 hours with the app each month

TikTok’s ad reach is currently reported to be 1.59bn. It is the fifth most-used mobile app globally, and the second most popular app for women aged 16-24. The US remains TikTok’s largest market, with 136m active adult accounts, equivalent to two in five Americans.

Total monthly usage on TikTok by far exceeds that of any other platform, with the average user spending more than 35 hours on the app each month in 2024 – more than double the average usage by Instagram users. Consumption levels are even greater in the US, with users spending an average of almost 44 hours per month on TikTok or almost one and a half hours per day.

Established platforms with short-form video features like Instagram’s Reels and YouTube’s Shorts are likely to win more traction from any ban in the US and friction in Canada.

More than half (57%) of global TikTok users utilise the platform’s search function to follow or find information about products and brands, according to We Are Social. Advertisers so far are “intrigued” but cautious over concerns such as effectiveness and safety.

Performance: advertising on TikTok impacts Amazon sales

Kantar’s latest Media Reactions study found that TikTok has again claimed first place, jointly with Amazon, as consumers’ most preferred advertising platform, and is viewed as the “most fun” and entertaining. However, excessive targeting could be an issue, and TikTok also falls short of the industry average in terms of the trust marketers place in it compared to YouTube, Netflix and Instagram.

One of the key trends outlined by TikTok for 2025 is that creative quality and variety can positively drive performance. To assist, TikTok has built various AI-powered tools such as TikTok Symphony and TikTok One.

Data shows that specific branded content in collaboration with creators drive higher view-through rates, engagement and ad recall.

Investment in upper-funnel campaigns on platforms like TikTok, Meta and YouTube can significantly influence Amazon sales, a new study by Fospha has found. On average, TikTok’s direct-to-consumer only return on ad spend (ROAS) was 2.4x; however, when amazon revenue was factored in, Unified-ROAS, as coined in the study, increased to 4.2x, showing that TikTok is having a previously unseen impact on Amazon sales.

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World Football Summit Rabat at University Mohammed VI Polytechnic (UM6P) Concludes with Commitment to African Football Development and Global Collaboration

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World Football Summit

Over two days, the summit convened 1077 stakeholders from 70 countries, reinforcing Morocco’s role as a platform for sport-driven innovation and continental collaboration

RABAT, Morocco, April 10, 2025/APO Group/ –The inaugural edition of the World Football Summit (WFS) (https://WorldFootballSummit.com) Rabat 2025, held in partnership with Evosport, a subsidiary of UM6P, and in collaboration with the Royal Moroccan Federation of Football concluded after two days of exchanges on the state and the trajectory of football in Africa and its links to global dynamics.

Held on April 9 and 10 at UM6P’s Rabat campus, the summit convened more than 1077 football industry leaders from 70 countries, including decision-makers from 65 clubs, leagues, and federations. Under the theme “Where football innovation meets legacy”, the event provided a platform for reflection on the evolving role of Morocco and Africa in shaping the global football landscape, particularly in light of the continent’s growing visibility ahead of the 2030 FIFA World Cup, co-hosted by Morocco alongside Spain and Portugal.

“What we’ve witnessed in Rabat these past two days has been truly historic,” said Jan Alessie, Co-founder and Managing Director of World Football Summit. “The quality of discussion, the level of engagement, and the genuine commitment to collaboration have exceeded our expectations. This summit has not only showcased Morocco’s growing leadership in global football but has created tangible pathways for African football to accelerate its development through meaningful partnerships. The connections formed here between African football leaders and their international counterparts will yield benefits for years to come.”

Hicham El Habti, President of UM6P, stated: “WFS Rabat is a natural extension of our commitment to rethinking development models through knowledge, innovation, and continental collaboration. Football—like science, education, and technology—requires institutions that can convene, structure, and elevate ambition. By hosting and contributing to this summit, we are reinforcing Morocco’s and Africa’s capacity to lead with ideas, shape with values, and build ecosystems where excellence is cultivated and shared.”

The quality of discussion, the level of engagement, and the genuine commitment to collaboration have exceeded our expectations

The WFS Honors Ceremony, moderated by Mimi Fawaz (MC – WFS Rabat 2025), highlighted a number of initiatives and individuals whose work reflects a thoughtful approach to football development. The Academie Mohammed VI was recognized for its Local Grassroots Strategy to develop Sport. Frederic Kanoute received the WFS Honor for Exemplary Achievements in Football & Beyond for his contributions both on and off the pitch. OCP Group received the WFS Honor for Social & Community Impact through Sport for their transformative community initiatives. The Moroccan Football Federation (FRMF) was recognized with the WFS Honor for Exceptional Development in Women’s Football for their pioneering efforts in advancing the women’s game in Morocco. Finally, the African Club Association (ACA) was granted the WFS Honor for Uniting African Football. 

Discussions throughout the two days addressed pressing challenges and opportunities in the football ecosystem. Topics ranged from talent retention and financial models to technological integration and regulatory governance. Fouzi Lekjaa, President of the Moroccan Football Federation, presented Morocco’s vision for football development ahead of the 2030 World Cup. Shehu Dikko, Honourable Minister of Sports of Nigeria, reflected on how African football can become more sustainable. FIFA’s Regional Director for Africa, Gelson Fernandes, discussed pathways for strengthening football governance, while CAF’s Director of Tournaments, Samson Adamu, shared innovations in continental competitions formats.

The summit drew participation from organizations such as FIFA CAF, or ECA, government ministers from Nigeria, Ghana, and Kenya, as well as executives from properties such as LALIGA, FC Barcelona, or even the NBA, who engaged in discussions about cross-continental collaboration in sport governance and development.

Moreover, partners including Royal Air Maroc and TAQA played essential roles in the summit’s success, demonstrating the importance of public-private collaboration in advancing sports development.

The WFS global series continues with upcoming events in Monterrey (June 2025), Hong Kong (September 2025), Madrid (October 2025), and Riyadh (December 2025), creating a year-round platform for the football industry to connect and collaborate across continents.

For more information about World Football Summit’s 2025 events and registration details, visit www.WorldFootballSummit.com

Distributed by APO Group on behalf of World Football Summit

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Invest in African Energy (IAE) 2025 to Host Panel on Advancing Africa’s Liquefied Natural Gas (LNG) Potential

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Invest in African Energy

A high-level panel at the Invest in African Energy Forum in Paris, powered by Perenco, will explore how Africa can overcome infrastructure and investment challenges to unlock its LNG potential while advancing energy security and sustainable development

PARIS, France, April 10, 2025/APO Group/ –The upcoming Invest in African Energy (IAE) 2025 Forum will feature a high-level panel on Advancing Africa’s LNG Potential: Overcoming Infrastructure and Investment Challenges, sponsored by Perenco. As global demand for natural gas rises, Africa’s abundant reserves and strategic location position the continent as a key supplier – provided infrastructure, regulatory and financing hurdles can be addressed.

Moderated by Jacqueline Chinwe, Global Future Energy Leader, the panel brings together influential voices from the LNG value chain. Confirmed speakers include Julius Rone, Managing Director of UTM Offshore; Mario Bello, Head of Sub-Saharan Africa at Eni; Dominique Gadelle, Vice President, Upstream & LNG at TechnipEnergies; and Denis Chatelan, Head of Business Development at Perenco. These leaders will share strategies to accelerate LNG development, including de-risking investments, leveraging blended finance models and strengthening regulatory frameworks to ensure commercial viability.

IAE 2025 (http://apo-opa.co/4lq1VMj) is an exclusive forum designed to facilitate investment between African energy markets and global investors. Taking place May 13-14, 2025 in Paris, the event offers delegates two days of intensive engagement with industry experts, project developers, investors and policymakers. For more information, please visit www.Invest-Africa-Energy.com. To sponsor or participate as a delegate, please contact sales@energycapitalpower.com.

Africa’s natural gas resources – particularly in countries like Nigeria, Mozambique, Senegal, Mauritania and the Republic of the Congo – are attracting growing international interest. Natural gas is expected to account for 40% of Africa’s oil and gas capital expenditures by the end of the decade, according to the African Energy Chamber’s State of African Energy 2025 Outlook Report. In West Africa, major projects such as Phase 2 of the Greater Tortue Ahmeyim development and the Yakaar-Teranga Gas Project in Senegal are set to significantly boost LNG production and regional gas-to-power capacity, while Eni’s Congo LNG project in the Republic of the Congo is leveraging FLNG technology to fast-track exports and monetize offshore reserves.

With major LNG projects advancing across the continent, investment momentum continues to build. Floating LNG solutions – such as UTM Offshore’s facility in Nigeria and Perenco’s Cap Lopez terminal in Gabon – are offering scalable, capital-efficient models for deployment. In Mozambique, Eni is expanding on the success of its Coral South FLNG by developing a second floating facility, Coral North. Meanwhile, gas-to-power initiatives hold strong potential to address chronic energy shortages, contributing to both energy security and the transition to a more sustainable, lower-carbon energy mix. The panel will explore how to align Africa’s export ambitions with domestic industrialization and energy access goals, driving inclusive economic growth while contributing to global energy security and environmental objectives.

Distributed by APO Group on behalf of Energy Capital & Power

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Aptiway Global Hosts High-Level Delegation from the Democratic Republic of Congo to Advance Digital Transformation Agenda

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Aptiway Global

The workshop will also examine models for human capital development and institutional readiness that support long-term digital transformation

DUBAI, United Arab Emirates, April 10, 2025/APO Group/ –Aptiway Global (https://Aptiway.com) is pleased to announce that it will host a senior delegation from L’Agence pour le Développement du Numérique (ADN) of the Democratic Republic of Congo (DRC) for a high-level strategic workshop in Dubai from April 14 to 18, 2025. The workshop will take place at the Pullman Dubai Creek City Centre Hotel and is designed to foster technical collaboration, share experiences, and explore scalable digital solutions tailored to the DRC’s national priorities.

Led by Mr. Dominique MIGISHA, Coordinator of ADN, the delegation will engage in an intensive five-day program covering a wide range of strategic themes, including digital identity platforms, eGovernment systems, cybersecurity, data protection, and infrastructure interoperability. The workshop will also examine models for human capital development and institutional readiness that support long-term digital transformation.

Africa’s digital future depends on bold leadership and practical collaboration

This engagement aims to identify actionable outcomes that can accelerate the implementation of inclusive and secure digital ecosystems in the DRC. These include a roadmap for deploying national digital identity systems, strategic recommendations for eGovernment rollout, and a framework for ongoing technical cooperation between Aptiway and ADN.

Speaking ahead of the workshop, Mr. Shince Thomas, CEO of Aptiway Global, said: “We are honoured to host the ADN leadership. This visit underscores a shared vision for using technology as a catalyst for development, and we look forward to co-creating solutions that deliver real impact.” 

Mr. Dominique MIGISHA, Coordinator of ADN, added: “This collaboration with Aptiway Global is a timely opportunity to deepen our understanding of effective digital infrastructure and services. We are committed to translating this knowledge into tangible progress for the Congolese people.” 

Simplice Anoh, Co-Founder of Aptiway Global, also commented on the significance of the partnership: “Africa’s digital future depends on bold leadership and practical collaboration. This workshop reflects our shared commitment to building resilient, homegrown solutions that respond to local challenges while unlocking global opportunities.” 

The workshop reaffirms the value of cross-border collaboration in achieving sustainable digital transformation and highlights the Democratic Republic of Congo’s growing momentum in building resilient, future-ready digital systems.

Distributed by APO Group on behalf of Aptiway Global

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