Now That TikTok USA Is Finally Here, What Comes Next?

Photo Credit: BoliviaInteligente

Nearly two years after the Protecting Americans from Foreign Adversary Controlled Applications Act became law, the long-awaited US-based TikTok app has officially landed. But now that the standalone platform is finally here, what comes next?

At present, that question is receiving relatively little attention amid a focus on the actual debut of TikTok USA. Confirmed late yesterday, the short-form giant’s stateside version is, at the top level, straightforward enough: US investors own and operate the app separately from the international version, which remains under ByteDance’s control.

Beneath the surface, though, the unprecedented episode is replete with uncertainties. And it seems we’ll have to wait for details regarding possible algorithmic changes, domestic advertising campaigns, the TikTok USA-ByteDance working relationship, and more.

(On the working relationship: TikTok USA’s updated privacy policy confirms reports of a domestic team coordinating with a ByteDance unit called TT Commerce & Global Services, specifically collaborating “to facilitate a global and interoperable experience, and for other permitted business purposes.”)

First things first: According to the New York Times, TikTok’s hundreds of millions of stateside users won’t have to download a different app. That said, they have been asked to accept an updated privacy policy and terms containing a few interesting changes.

Admittedly, TikTok USA’s privacy policy largely resembles that which was in place before the sale. And without exploring the subject at length here, this isn’t necessarily a good thing for users (who, incidentally, should read up on the license-grant particulars), as TikTok has long faced privacy and data-security criticism.

At the same time, many on Reddit are expressing concerns about the sensitive user information that TikTok USA may utilize – including about one’s “racial or ethnic origin, national origin, religious beliefs, mental or physical health diagnosis, sexual life or sexual orientation, status as transgender or nonbinary, citizenship or immigration status, or financial information.”

However, the disconcerting text has actually been part of TikTok’s privacy policy for years now. Among TikTok USA’s fine-print pivots is a bit more of an emphasis on parental controls (including deletion requests) over minors’ accounts; a “minimum age” section has made its way into the terms.

And while the existing privacy policy didn’t dive into artificial intelligence, the new text expressly describes AI inputs, as information provided by TikTokers, as fair game for TikTok’s use. Of course, this is one of several high-stakes areas that rightsholders may have to retread in light of the ownership change.

Just in passing, in its new music terms of service, TikTok USA describes approved usages, limitations, the decidedly significant commercial-personal distinction, and a bevy of AI audio guidelines. At least as suggested by the text, the latter will effectively function as protections for unauthorized soundalike and lookalike uploads.

Furthermore, the new privacy policy has booted mentions of individual third-party social platforms (from the perspective of “seamless logins”) and added a clause pertaining to “independent research.”

“We may share certain of your information with qualifying researchers to facilitate independent research,” a fresh line, components of which were highlighted in the prior document, reads.

Time will tell precisely what this means in practice – including for the music world, which is also facing unknowns with the new TikTok.

By now, it’s not a secret that the platform’s chief value lies in fueling viral growth as opposed to delivering massive royalty payments. But what if a track blows up on one version of TikTok and not the other? How will potential algorithmic recalibrations factor in?

Speaking of royalties, well-placed sources have told DMN that TikTok is poised to shift its payout model to compensate for actual video plays – a welcome improvement from the flat one-payment-per-clip system currently in place.

But will this change apply to both TikTok versions? If not, will artists and rightsholders for obvious reasons prioritize the app that pays more? And will that, in turn, effectively pit the two TikToks against one another when it comes to hunting for all-valuable music exclusives?

As noted, we definitely aren’t short on questions, many of which will require time to answer. However, we’ll be tracking the multifaceted situation throughout 2026 – so stay tuned.