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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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JETA Holding Expands its Vision for FinTech in Africa Following the Inclusive FinTech Forum 2025

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JETA is actively seeking partnerships with investors, FinTech startups, and financial institutions to drive innovation and scale financial solutions across key African markets

LUANDA, Angola, March 5, 2025/APO Group/ –During the Inclusive FinTech Forum 2025JETA Holding (www.JETAHolding.com) reinforced its commitment to FinTech and trade expansion in Africa, leveraging its expertise in other industries, including healthcare and technology-driven solutions to position itself as a key player in the region’s digital transformation.

At the event, JETA engaged with leading industry stakeholdersestablished connections with potential partners, and explored investment opportunities to accelerate FinTech adoption and financial inclusion across Africa.

Haim Taib, Founder & President of Mitrelli Group and JETA Holding, emphasized on stage:
“FinTech is not just about technology—it’s about unlocking opportunity, fostering inclusion, and driving economic transformation. Across Africa, a new generation of creative entrepreneurs is emerging, bringing bold ideas and innovations that have the potential to redefine industries. However, true progress requires more than innovation; it demands the collective commitment of governments, private capital, and human talent working together to turn potential into impact. This is why JETA is making strategic investments in FinTech—not just to connect people, businesses, and communities with financial tools, but to lay the foundation for long-term, sustainable growth.”

With a strong foundation in healthcarecybersecurity, and ICT, JETA is expanding into FinTech and trade, leveraging its experience in complex regulatory environments and established relationships with governments, banks, and regulators.

JETA operates through three core subsidiaries:

At JETA, we don’t just invest in technology—we invest in building strong ecosystems

  • Luanda Medical Center (LMC) – A leading hospital and clinic in Luanda, Angola, delivering high-quality healthcare services.
  • Yapama – A medical equipment and consumables distribution company with operations in Angola, Senegal, and Côte d’Ivoire.
  • New Cognito – A cybersecurity and ICT services company, well established in Angola. 

As JETA enters FinTech and trade, the company is looking to bridge financial technology with real-sector applications, including digital payments, lending, trade finance, and financial inclusion solutions.

JETA is actively seeking partnerships with investors, FinTech startups, and financial institutions to drive innovation and scale financial solutions across key African markets.

Doron Ben Sira, CEO of JETA Holding, added:
“FinTech is one of the most dynamic and transformative sectors in Africa, with enormous potential to accelerate financial inclusion and unlock new trade opportunities. At JETA, we don’t just invest in technology—we invest in building strong ecosystems. We connect capital, expertise, and markets to ensure that financial innovation doesn’t just grow but establishes itself as a sustainable engine for development. We are actively seeking the best companies and partnerships to build a more integrated and accessible digital future in Africa.”

Expanding Across Africa

JETA is more than an investor—it is a business accelerator and growth enabler. Through its subsidiaries and strategic investments, JETA is building an ecosystem that connects technology, capital, and local expertise.

As part of its FinTech and trade expansion, JETA is focusing on high-growth markets, including Nigeria, South Africa, Kenya, Ghana, Côte d’Ivoire, Ethiopia, Rwanda, Tanzania, Senegal, Mauritius, and Uganda.

With a proven track record in market expansion, JETA is committed to leveraging its regional presence and deep industry networks to build scalable and impactful financial solutions across the continent.

Distributed by APO Group on behalf of JETA Africa Holding.

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World Football Summit Lands in Rabat to Unlock Africa’s Football Potential

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Harnessing Football’s Potential to Drive Cultural, Economic, and Social Progress in Africa

RABAT, Morocco, March 5, 2025/APO Group/ –World Football Summit (WFS) (https://WorldFootballSummit.com), a leading platform in the global football industry, has announced the organization of WFS Rabat 2025 in partnership with EVOSPORT, a subsidiary of University Mohammed VI Polytechnic (UM6P), and in collaboration with the Royal Moroccan Football Federation (FRMF).

Scheduled for April 9-10, 2025, on the UM6P campus in Rabat, this landmark event will bring together key players from the global football ecosystem to explore the levers for football’s development in Africa.

WFS Rabat 2025 stands out for its integrated approach, combining academic insight with concrete action. Under the theme “Cultivating Africa’s Future Football Legacy Beyond the World Cup,” the summit will highlight football’s role in mobilizing Moroccan and African talent, including those from the diaspora, to accelerate the sport’s growth on the continent and beyond.

Morocco has invested heavily in world-class infrastructure and talent development strategies, positioning itself as a powerhouse in African and global football. This momentum aligns with a broader vision that sees sports as a catalyst for economic and social development, both nationally and continentally.

WFS Rabat 2025 will provide a unique platform where international investors and industry leaders can connect with local stakeholders to explore these opportunities

Morocco’s selection as the host country reflects its growing prominence on the global football stage, underscored by key achievements such as its historic performance in the 2022 FIFA World Cup and its co-hosting of the 2030 World Cup.

UM6P, committed to transforming sports in Africa, brings a scientific and technological dimension to WFS Rabat 2025. Through its subsidiary EVOSPORT, UM6P is fostering a structured, dynamic, and sustainable sports ecosystem aligned with the challenges and opportunities of Morocco and Africa.

Jan Alessie, Co-founder and Managing Director of  World Football Summit, emphasized, “Africa is one of the most promising frontiers in global football, with vast untapped potential, particularly in media rights, infrastructure, and talent development. WFS Rabat 2025 will provide a unique platform where international investors and industry leaders can connect with local stakeholders to explore these opportunities.”

Ismail Lyoubi, Managing Director of EVOSPORT, stated, “Co-organizing World Football Summit and hosting it at UM6P is a major opportunity for us to contribute to the development of the emerging football industry at both national and continental levels. This event will bring together key football stakeholders at UM6P, fostering knowledge exchange and building bridges between research, education, and the sports industry through the university’s ecosystem.”

Over two days, WFS Rabat 2025 will welcome representatives from FIFA, CAF, national football associations, professional clubs, leagues, and leading industry experts and decision-makers.

Discussions will focus on critical topics such as infrastructure and stadium development, sports tourism as an economic driver, youth talent training and performance, sports diplomacy and soft power, governance and business models, the rise of women’s football, and the impact of technology and data in transforming African football.

Distributed by APO Group on behalf of World Football Summit.

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United Kingdom (UK) Looks to Deepen Energy Trade, Investment Ties with Africa

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Through new trade agreements, energy investments and development initiatives, the UK’s role in shaping the continent’s energy future will be a key focus at African Energy Week 2025 and within the G20 agenda

CAPE TOWN, South Africa, March 5, 2025/APO Group/ –Trade relations between the UK and Africa are gaining momentum. Last month, UK Minister for Trade Policy and Economic Security Douglas Alexander visited South Africa and Botswana to strengthen trade ties and create opportunities for businesses on both sides. The UK aims to expand trade and investment across the continent, fostering mutually beneficial growth by addressing trade barriers, facilitating exports and supporting trade-focused development programs. With South Africa as the UK’s largest trading partner in Africa and set to assume the G20 Presidency, this marks an important moment for deepening economic collaboration.

This builds on the UK’s 2019 Economic Partnership Agreement (EPA) with the Southern African Customs Union member states – Botswana, Eswatini, Lesotho, Namibia and South Africa – and Mozambique. This agreement eliminates tariffs and quotas on all goods imported from these countries into the UK, facilitating smoother trade relations and economic cooperation. The EPA aims to bolster economic ties and create a conducive environment for investments, including in the energy sector.

The UK is expanding its engagement across Africa, including in West and North Africa. In February 2024, it signed the Enhanced Trade and Investment Partnership (ETIP) with Nigeria – the first such agreement with an African nation – marking a significant milestone. The partnership builds on a trade relationship valued at £7 billion in the year leading up to September 2023. The ETIP focuses on key sectors such as financial and legal services, fostering economic growth and attracting investment across industries, including energy.

Globeleq, a UK government-backed independent power producer, has been instrumental in advancing gas-powered energy projects across Africa. Alongside its 153 MW Red Sands project in South Africa – set to become the continent’s largest standalone battery energy storage system – the company recently acquired a stake in a solar plant at Egypt’s Benban Solar Complex and secured $99 million in debt financing for Mozambique’s first wind project. Supported by shareholders such as British International Investment and Norfund, Globeleq continues to invest in upgrading existing assets and developing new utility-scale power projects, strengthening Africa’s energy infrastructure.

These initiatives not only strengthen the UK’s economic ties with Africa, but also support the continent’s transition to cleaner, more reliable energy

In the oil and gas sector, bp achieved first gas from the Greater Tortue Ahmeyim LNG project offshore Senegal and Mauritania at the start of this year, marking a major step in boosting regional energy production and supply. Shell is advancing its $5 billion Bonga North deepwater project in Nigeria and, alongside bp, has agreed to cover operational costs for the buyer of South Africa’s Sapref refinery – a move that could revitalize the country’s largest refinery and secure oil supply. Meanwhile, Harbour Energy, one of the UK’s largest independent oil and gas companies, is looking to expand into African markets following its acquisition of concessions in Egypt’s Nile Delta and the Mediterranean Sea.

The UK is also a major investor in Africa’s clean energy sector and a key partner in the Mission 300 initiative to expand electricity access to 300 million people by 2030. Last month, British International Investment (BII) committed £5.3 million to UK cleantech firm MOPO to scale battery rental operations in the Democratic Republic of the Congo, where over 80% of the population lacks electricity. In December 2024, BII and GuarantCo announced a $500 million renewable power deal with South Africa’s Etana Energy, providing $100 million in guarantees to support the country’s largest energy wheeling framework and unlock new projects. Beyond direct investments, the UK government continues to provide funding and technical assistance for energy infrastructure projects across Africa, aiming to improve energy reliability and efficiency, drive economic growth, and enhance the quality of life for local communities.

As a G20 member, the UK plays a pivotal role in shaping global energy investment strategies, with Africa positioned as a key partner in its trade and energy agenda. The UK’s investments in oil and gas, renewables and energy infrastructure align with broader G20 goals of energy security, sustainability and economic growth.

“These initiatives not only strengthen the UK’s economic ties with Africa, but also support the continent’s transition to cleaner, more reliable energy. With African Energy Week: Invest in African Energies 2025 set to convene global stakeholders, the UK’s role in advancing energy partnerships will be in focus, offering a platform to drive further investment, policy collaboration, and infrastructure development across Africa’s energy landscape,” says Johnson Kayode Obembe, Director of Sales and Partnerships, African Energy Week.

AEW: Invest in African Energies is the platform of choice for project operators, financiers, technology providers and government, and has emerged as the official place to sign deals in African energy. Visit www.AECWeek.com for more information about this exciting event.

Distributed by APO Group on behalf of African Energy Chamber

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