TikTok has joined calls for a broader definition of social media services as part of the ACCC Digital Platform Services Inquiry, arguing delineated categories are increasingly blurred.
In its submission to the ACCC’s latest issues paper, TikTok argued the competitive landscape included many conventional and developing forms of media.
“We witness a competitive canvas that includes but extends beyond the ‘main social media services’ identified in the Issues Paper, to include YouTube, as well as YouTube Shorts, Reels, Reddit, Twitter, Twitch, and many others. As TikTok has grown, many firms have developed their products to become more like TikTok.”
According to its submission, UK communications regulators observed a “fierce competitive growth” of similar features on other media platforms.
This included the growing popularity of YouTube Shorts, which has 1.5 billion global user log-ins monthly, and Twitter’s preparations for a test feature inviting users to post video reactions to Tweets.
“A further example is Netflix, which recently launched a ‘Fast Laughs’ feed for mobile devices,” TikTok submitted. “Netflix now identifies TikTok as a competitor to its investors, as did the music streaming platform Spotify in its annual report.
“These are just some examples of the ever‐developing competitive landscape. The resulting picture is an intense and fluid competitive environment of adapting services grappling for time and attention.”
Meta, owner of Facebook and Instagram, also pushed for a broader analysis of the digital media market in its latest submission to the Inquiry.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.