TikTok’s US ownership settles after early jitters, now scrutiny ramps up in Europe

Monday will mark one month since TikTok placed its US operations under new ownership, bringing years of political uncertainty over a possible ban to a close.

While the immediate aftermath was marked by noise, with users complaining of technical glitches and speculating about censorship or algorithm changes, the disruption has, at least for the time being, proved short-lived.

Mass uninstalls spiked sharply in the days following the transfer but have since stabilised, with data from Sensor Tower showing daily active users remain at roughly 95% of their pre-transfer level.

Similarly, concerns that the handover would fundamentally alter how content is ranked have not borne out, with no clear evidence of a structural shift in recommendation patterns.

In practice, the first month under new ownership has been defined more by feature rollouts than structural overhaul.

Local Feeds and TikTok Shop

TikTok’s most visible update has been the launch of “Local Feed”, a new tab designed to source nearby restaurants, events and shops based on a user’s location.

The feature is available to users over 18 and allows people to opt in to precise location sharing, which is switched off by default. In simple terms, it adds a layer of geography to TikTok’s discovery engine, showing users what is happening around them rather than only what matches their interests.

Elsewhere, the platform’s e-commerce operation shows little sign of disruption.

Sales data from Charm.io, shared with The Daily Influence, indicate no significant change in TikTok Shop performance since the ownership switch. Daily sales over the past month remain within their typical range, with January still tracking above October despite the usual post-holiday slowdown.

US TikTok Shop daily sales over the past 30 days. Source: Charm.io.

That stability aligns with previous reporting from The Daily Influence, which indicated the changeover had reduced hesitation among brands considering investment in TikTok Shop and strengthened perceptions of the platform’s long-term viability.

Regulatory woes

Still, while the immediate ownership turbulence has eased in the US, regulatory scrutiny is intensifying elsewhere.

This month, the European Commission provisionally found TikTok in breach of the Digital Services Act over what it described as “addictive” design features, including elements of its recommendation system. If confirmed, the findings could require changes to how the platform operates across the bloc and carry fines of up to 6% of global annual turnover.

It comes as the debate over youth access to social media gathers pace. Following Australia’s introduction of an under-16 ban last year, Spain has announced plans to follow suit, while other European governments are considering similar restrictions. In the UK, a consultation on age limits is underway amid mounting pressure on platforms to tighten safeguards for minors.

One month on, TikTok’s ownership reset appears to have stabilised its position in the US. But as the focus shifts from who controls the company to who should be using it, the platform is now preparing for a different kind of test.