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Is Snapchat Prepared for TikTok’s Offensive?

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Mar. 11 2019, Published 12:08 p.m. ET

TikTok surpassed 96 million downloads in the United States

The threat TikTok poses to the likes of Facebook (FB) and Snap’s (SNAP) Snapchat appears to be growing. According to a report from Sensor Tower, TikTok recently surpassed 1.0 billion app downloads. TikTok is used for creating and sharing short video clips across mobile devices. It’s owned by Chinese Internet company ByteDance.

In the United States, TikTok has recorded more than 96 million app downloads. Snapchat exited 2018 with 79 million daily users in North America. Twitter (TWTR) closed the year with 27 million daily users in the United States, while Facebook had 186 million daily users in the United States and Canada at the close of 2018.

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North America’s valuable audience

Since ByteDance is looking to monetize TikTok through advertising, the app’s growing uptake in the United States indicates that it could pose a huge threat to domestic rivals such as Snap, which have their most valuable audiences in North America. Snap’s North American average revenue per user was $3.38 in the fourth quarter compared to the global average of $2.09.

Snap builds Lens Challenges to take on TikTok

As much as TikTok appears to be growing rapidly and posing a big threat to its Western competitors, Snap seems prepared to confront it. In December last year, Snap launched a new feature called Lens Challenges, which it’s positioning as its answer to TikTok.

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