METAGOOGTIKTOK
Deep | TikTok 1Q26 Update: No Visible Impact on META or GOOG Yet
Mo
Agencies see TikTok growth, but no budget drain from META/GOOG; SNAP bears brunt as social pie expands.
We checked in with four advertising agencies this quarter to assess whether TikTok's recent product momentum is starting to siphon budget away from META and GOOG.
So far, we have not found evidence of a meaningful impact on either META or GOOG. Last year, our agency contacts broadly expected TikTok to take share from META and GOOG ad budgets in 2026. The current view is that all three platforms are now growing in parallel.
North America Agency Expert A
1. TikTok ad budget trajectory
a. As of June 2025: 1Q25 +12% YoY, 2Q25 +24% YoY, 3Q25 forecast -15% YoY, 4Q25 forecast flat YoY.
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