TikTok is seeing a spike in app deletions after U.S. joint venture
TikTok app removals in the U.S. are up nearly 150% after announcing its new U.S. joint venture. Even with usage holding steady, sentiment volatility is pushing creators and users to test alternatives like UpScrolled and Skylight. For marketers, platform risk is no longer theoretical, so audience diversification and creative portability matter more than ever.
Paramount+ is moving into short-form feeds
Paramount+ is planning to launch a short-form video feed inside its streaming app, following similar signals from Netflix and Disney. The move shows how deeply short-form behavior is influencing even long-form subscription platforms. For marketers, premium video and swipeable discovery are colliding, opening new opportunities for brand storytelling inside CTV and streaming environments.
Google desktop searches per user are dropping
New clickstream data shows Google desktop searches per user in the U.S. fell nearly 20% year over year. Search behavior is fragmenting as AI tools, social platforms, and vertical feeds absorb discovery intent. For marketers, reliance on traditional desktop search volume alone is no longer a growth strategy, and demand capture needs to stretch across formats and screens.
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