ByteDance Ltd.’s TikTok has slashed about $2 billion off its target for 2022 ad revenue, underscoring the fallout of a global downturn that’s hammered fellow internet giants from Google to Meta Platforms Inc.
TikTok CEO Shou Zi Chew told a handful of employees during a recent meeting that the Chinese-owned app has slashed its ad forecast for 2022 to $10 billion from at least $12 billion previously, according to a person briefed on the matter. The revision didn’t include smaller business segments such as e-commerce, the person added, asking to not be identified discussing private information.
The downsized ambition reflects a pullback in marketing spending worldwide as companies and consumers tighten budgets and prepare to ride out a potential recession. Many of the world’s largest firms including Alphabet Inc., Amazon.com Inc., Meta and Microsoft Corp. have reported results that largely fell short of projections, shaving hundreds of millions to billions of dollars from their market valuations.