Media Briefing: TikTok’s U.S. shutdown has little impact on publishers’ traffic and video strategies

This week’s Media Briefing looks at how the TikTok ban impacted publishers’ onsite traffic and social referrals, as well as what companies like CNN, The Daily Mail and The Washington Post are doing with their short-form video efforts in light of the shutdown drama.

• Data shows the TikTok ban in the U.S. didn’t have much of an effect on publishers’ site traffic, and publishers say they will focus efforts on their onsite short-form video strategies going forward.
• Le Monde leaves X, AI companies to face more litigation from publishers, and more.

TikTok’s shutdown over the weekend was short-lived, and so was its apparent impact on how people spent their time online. Publishers’ site traffic and social referral traffic did not deviate from the norm, and YouTube Shorts received a miniscule uptick in viewership, for example. 

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