I can see it happening. They have just one cash cow in advertising, and it's not terribly secure. TikTok is already a serious threat to YouTube. If this became a crisis, it wouldn't sink the company, but it'd certainly shake it up.
The "TikTok threat" is so overblown. It's not activity competing with any existing social or video platform. It's competing for time, but that's about it. No one is using TikTok to stay in touch with their Grandmother or watching 2 hour Podcasts on it. They invented a new type of video entertainment which has a social element, that's it - it's neither a YouTube or a social network competitor.
I'd argue Snapchat is probably their most direct competitor, but Snapchat's DAU is still growing fine, because even in Snapchat's case I think you can argue they're used differently. Snapchat seems to be used primarily to stay in touch with friends where as TikTok seems to be used to find/share short-form video content with strangers.
It directly competes for some use cases, for time, and for ads. One person's total time spent watching videos doesn't grow just because there's a new platform on the block. Kids even use TikTok as an alternative to Google searches for knowledge. I'm not saying TikTok alone can wreck Google, but YouTube at least felt threatened enough to make something similar called Shorts.
IDK about the social network side. Google doesn't really have one, so it's whatever.
Maybe not cause of TikTok directly but because subtitled videos in general are an easier format on a phone compared to scrolling around search results and dealing with 2-5 popups (including the cookies agreement) on every site. Web browsing is much easier on a PC, but that's the minority use case.
Yeah there's that too. I think TikTok simply has fewer ads.
One of my friends described tech platforms as following a cycle where they're popular while they're loss-leading, but eventually they try to reel in profits that are actually proportional to their valuation, and everyone switches to the next thing. This implies that later investors are duped into holding the bag for something that's not worth the investment. Idk if he's right, but given the tendency for tech to ride bubbles, he could be.
> it will never happen
I can see it happening. They have just one cash cow in advertising, and it's not terribly secure. TikTok is already a serious threat to YouTube. If this became a crisis, it wouldn't sink the company, but it'd certainly shake it up.