Ep 3: TikTok Uninstalls Are Rising and What It Means for Advertisers

TikTok saw a sharp increase in app uninstalls in late January, and that trend could have real implications for advertisers. In this episode, Kelly and Sean break down what’s driving the spike, how different age groups are responding, and why this matters for media budgets.They revisit the last major period of TikTok uncertainty, when ad dollars were pulled and reallocated to other platforms, and compare it to what’s happening now. The conversation covers audience behavior shifts, advertiser risk tolerance, and where budgets are most likely to move if instability continues.Key topics include:The reported surge in TikTok uninstalls and why it’s happeningDifferences in behavior between Gen Z and millennial usersWhat happened to ad budgets during the last TikTok scareWhy Reddit and Instagram benefited from past reallocationsHow content moderation, privacy changes, and short-form video trends factor in.Chapters:00:00 Introduction to Media Monitor01:42 Hosts Reconnect at Company Summit02:30 TikTok's Uninstall Surge and Its Impact04:19 Focus Groups on TikTok Usage06:46 Historical Context of TikTok's Challenges11:41 Advertisers' Response to TikTok Instability15:15 Engagement and Closing RemarksIf you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to [email protected] you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.