👉 Background: TikTok has had a live streaming functionality since the middle of 2020. And live streaming is becoming an increasingly large part of TikTok’s business model.

👉 What happened: Now, TikTok has rolled out some new guidelines around its live streaming platform.

• You’ll need to be 18 years old in order to live-stream
• You'll be able to release adult-only live streams (so no kiddies can watch)

👉 What else: Supposedly, this new 18+ restriction isn’t a way for users to broadcast adult content (ie OnlyFans style). Instead, it’s a way for creators to prevent minors from seeing content that’s aimed toward an adult audience.

What's the key learning?

💡First comes growth, then comes moderation and filtering. In 2021, live streaming revenue was about 15% of TikTok’s total turnover. But it has grown nearly twice as fast as TikTok’s ad business over the past two years.

💡So this growth-engine is a core part of TikTok’s business model that it needs to grow and protect from criticism. Recently, the 'Tok has copped a LOT of flack for its guidelines around live streaming… and how much money it takes from “gifts” and “tips”.

💡Supposedly TikTok was taking up to 70% of the donations given to Syrian families and children in camps begging for money. So the 18+ livestreams plus adult-only content is TikTok’s way of demonstrating it’s taking these claims seriously… and acting on it.

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