TikTok saw a sharp increase in app uninstalls in late January, and that trend could have real implications for advertisers. In this episode, Kelly and Sean break down what’s driving the spike, how different age groups are responding, and why this matters for media budgets.

They revisit the last major period of TikTok uncertainty, when ad dollars were pulled and reallocated to other platforms, and compare it to what’s happening now. The conversation covers audience behavior shifts, advertiser risk tolerance, and where budgets are most likely to move if instability continues.

Key topics include:

• The reported surge in TikTok uninstalls and why it’s happening
• Differences in behavior between Gen Z and millennial users
• What happened to ad budgets during the last TikTok scare
• Why Reddit and Instagram benefited from past reallocations
• How content moderation, privacy changes, and short-form video trends factor in.

Chapters:

00:00 Introduction to Media Monitor

01:42 Hosts Reconnect at Company Summit

02:30 TikTok's Uninstall Surge and Its Impact

04:19 Focus Groups on TikTok Usage

06:46 Historical Context of TikTok's Challenges

11:41 Advertisers' Response to TikTok Instability

15:15 Engagement and Closing Remarks

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