Liv McMahon<\/span>Technology reporter<\/span><\/p>\n<\/div>\n <\/span><\/div>\n<\/div>\n TikTok has announced a deal<\/a> allowing it to continue operating in the US.<\/p>\n But with the platform’s future in the country seemingly secured, its 200 million American users are expected to see some changes.<\/p>\n<\/div>\n A majority-American board now owns and operates a separate entity controlling TikTok in the US.<\/p>\n Backed by mostly US investors, the newly established TikTok USDS Joint Venture LLC<\/a> is governed by a board of seven directors.<\/p>\n TikTok chief executive Shou Zi Chew is among them, and its Chinese owner ByteDance will retain a 19.9% stake in the business.<\/p>\n The content recommendation algorithm at the heart of TikTok – determining which videos show up on the app’s For You feed – has been licensed to tech firm Oracle<\/a>.<\/p>\n Headed by Trump ally Larry Ellison, Oracle already oversees TikTok US user data under a previous arrangement set up over security concerns called Project Texas.<\/p>\n But the company will now secure more of the app, including by retraining and updating its recommendation algorithm based on US user data.<\/p>\n TikTok says both the algorithm and US user data will be protected in “Oracle’s secure US cloud environment”.<\/p>\n<\/div>\n Something TikTok and those behind its new US joint venture will be keen to avoid is too much disruption – so making users download a new app seems unlikely.<\/p>\n The US is believed to be the platform’s largest global market, with 200 million users, according to TikTok.<\/p>\n It faces growing competition from Instagram and its short form video feature Reels – which parent firm Meta has boosted within its apps used by billions.<\/p>\n And experts and analysts have warned changing TikTok too much or requiring users to move to a new app could put users and advertisers off<\/a>.<\/p>\n “Behind the scenes, TikTok is likely working hard to assure advertisers it will remain business as normal,” says Jasmine Enberg, co-CEO of Scalable, a media company and podcast focused on the creator economy.<\/p>\n “While the need for users to download a new app seems unlikely, brand partners will want to know that their TikTok strategies won’t be disrupted.”<\/p>\n<\/div>\n TikTok updated its terms of service<\/a> for US users as the deal closed on Thursday. <\/p>\n It says the contract users agree to is now between themselves and the platform’s new US entity, TikTok USDS Joint Venture.<\/p>\n There are several changes. One new rule says children under the age of 13 cannot use TikTok outside of its specific “Under 13 Experience”.<\/p>\n Another point says the new US entity “does not endorse any content” on the platform, nor does it reflect its views.<\/p>\n US users who continue to use TikTok from 22 January also must agree to the limitations of generative AI – such as its potential to generate inaccurate, misleading, inappropriate or unlawful content.<\/p>\n “By using the platform, including its generative AI-enabled features, you recognise and assume this risk,” it says.<\/p>\n<\/div>\n Exactly what changes US users will see to their TikTok app and feeds, as a result of the deal, remains unclear.<\/p>\n The BBC has asked TikTok what will change in its American experience, and when.<\/p>\n But we know its recommendation algorithm will be retrained on US user data – sparking concern for some over whether highly personalised content it serves could change.<\/p>\n Enberg says algorithm tweaks could affect what people see or even create, potentially “leading to a different look and feel” for US users.<\/p>\n Dr Kokil Jaidka of the National University of Singapore previously said while the app is “unlikely to suddenly feel different” for most, “changes are plausible”.<\/p>\n Differences that do appear to US users are likely to be “subtle and gradual” – such as weaker personalisation.<\/p>\n But locally-controlled, user-facing features such as TikTok’s short videos, influencer culture and livestream shopping may not change, she said.<\/p>\n<\/div>\n Using a licensed version of TikTok’s algorithm to power its US version could also present “constraints around data access, update frequency, and integration with TikTok’s global systems,” Jaika said.<\/p>\n But she said changes could impact the For You feed – which “learns from massive, cross-regional feedback loops” to surface relevant content – as well as how videos are ranked and moderated.<\/p>\n However she said many unknowns remain, with much depending “on how ByteDance tweaks the weaker links – such as data separation, update frequency, and oversight mechanisms – without degrading performance”.<\/p>\n TikTok meanwhile says the joint venture will be able to make the app compatible with other apps and regions to give US users “a global experience”.<\/p>\n Its press release<\/a> claims US creators will still be discoverable and businesses will be able to maintain global reach. <\/p>\n<\/div>\n CapCut and Lemon8 are two other popular apps owned by ByteDance accessed by US users.<\/p>\n Previously, it was slightly unclear what the law requiring TikTok’s sale or ban in the US could mean for its sister apps and their users.<\/p>\n But both “went dark” in the US alongside TikTok when the ban briefly took effect in January 2025<\/a>.<\/p>\n Their future in the US now appears to be secured, with TikTok saying “safeguards provided by the Joint Venture will also cover CapCut, Lemon8, and a portfolio of other apps and websites in the US”.<\/p>\n<\/div>\n![\"Getty](\"https:\/\/ichef.bbci.co.uk\/news\/480\/cpsprodpb\/ef1a\/live\/6bfa98b0-f851-11f0-8ab6-81a112385ec5.jpg.webp\")
Getty Images<\/span><\/div>\n<\/div>\n<\/figure>\nWhat is the US TikTok deal?<\/h2>\n<\/p>\n
Will I have to download a new app?<\/h2>\n<\/p>\n
Have TikTok US terms and conditions changed?<\/h2>\n<\/p>\n
Will the algorithm get worse for US TikTok users?<\/h2>\n<\/p>\n
Will I see less global content on TikTok?<\/h2>\n<\/p>\n
What about CapCut and Lemon8?<\/h2>\n<\/p>\n
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