How TikTok’s New Ownership Will Impact Your Content Feed

TikTok has officially transitioned to new ownership in the US, which could lead to significant shifts for the popular video-sharing platform. On January 22nd, ByteDance, TikTok’s parent company based in China, finalized a $14 billion deal with a group of investors to separate the platform’s US operations, bringing in a fresh team of American executives.

The new TikTok US Data Security (USDS) Joint Venture LLC will see Silver Lake, Abu Dhabi’s MGX, and Oracle each holding a 15 percent stake. ByteDance retains a 19.9 percent share, complying with the divest-or-ban law enacted last year, although the deal was facilitated with support from President Trump, seemingly bypassing the law’s intent.

One of the most noticeable changes is the introduction of a new terms of service for US users. While some sections have raised eyebrows, many of these provisions aren’t actually new.

So, what does this joint venture mean for the app and your feed?

**Who’s Leading TikTok Now?**
Adam Presser, previously TikTok’s global head of operations and trust and safety, steps in as the CEO of the US-based entity. Will Farrell, who was the head of security and privacy for TikTok’s US division, will take on the role of chief security officer for the joint venture.

Shou Zi Chew will continue as the CEO of TikTok’s global operations under ByteDance and will join the board of directors for the US joint venture alongside six other American executives:

– Egon Durban, co-CEO of Silver Lake
– Kenneth Glueck, executive vice president at Oracle
– David Scott, chief strategy and safety officer at MGX
– Mark Dooley, managing director at Susquehanna
– Raul Fernandez, president and CEO of DXC Technology
– Timothy Dattels, senior advisor at TPG Global

**How Does TikTok US Connect with TikTok Global?**
You won’t need to download a new app to access the US version; it should update automatically. According to TikTok’s USDS website, the app will still allow you to view content from other countries.

The joint venture claims that the app will maintain “interoperability” with the global TikTok, ensuring a “global TikTok experience” for users. US creators will also be promoted on a worldwide scale.

However, TikTok US will implement a new version of the platform’s algorithm, which will be “retrained, tested, and updated” using data from US users. This move aims to alleviate concerns about potential propaganda from the Chinese government. Details on how your For You feed might differ from international versions remain unclear, as does the timeline for the algorithm’s retraining.

**Are TikTok’s Terms Changing?**
A significant update in TikTok’s terms of service and privacy policy is the collection of precise geolocation data, but only with user permission.

The revised terms also introduce a section on data collected from AI interactions, including prompts and responses generated by AI interfaces. While some users are highlighting other areas of concern, much of the policy remains similar to the previous version, which was last updated on August 19th, 2024.

For instance, the terms still include provisions about collecting information related to users’ racial or ethnic origins, religious beliefs, health diagnoses, and more. Both versions state that TikTok will gather location data and messages sent on the platform, and that user information may be shared in response to legal requests.

**What About Content Moderation?**
With Oracle now overseeing TikTok’s security and data privacy in the US, as well as the algorithm, the USDS website indicates that the new company will manage trust and safety policies and content moderation.

This shift has raised concerns among users about potential censorship, particularly regarding sensitive topics like Palestine. Larry Ellison, co-founder of Oracle, has connections to Trump and has previously supported initiatives that may influence content moderation policies. Given the new leadership, there’s speculation that TikTok may adopt a more censorship-friendly approach, especially considering the existing community guidelines that prohibit hate speech and misinformation.

**How Are Users Reacting?**
Many users are expressing their discontent by deleting TikTok after encountering the new terms of service, with some citing concerns over the “fascist owners” and connections to Ellison. While hard data on user departures is scarce, TikTokers are worried about algorithm changes and the potential influence of the Trump administration. Some creators are even encouraging others to block Oracle’s TikTok account and disable geotracking.

The broader question remains: how will these changes affect the overall tone of TikTok and the types of videos that gain traction? The dynamics of virality are now in the hands of a new group, and it’s uncertain how they will wield that influence.

Kate Ruane, director of the Center for Democracy and Technology, emphasizes the need for transparency from TikTok’s new US owners. “This deal is concerning because it hands control over speech on TikTok to a new consortium of investors with their own motivations for shaping online discourse,” she states. “Anyone who witnessed the change in ownership of Twitter knows that ownership matters.”

Lawmakers are also taking notice, with Sen. Ed Markey (D-MA) expressing that the deal “raises more questions than answers.” He is calling for Congress to investigate the arrangement to ensure it truly protects national security while keeping TikTok operational.