Category: In the News

The dust has (mostly) settled, the hot takes have cooled to a low simmer and Google’s cookie U-turn is officially yesterday’s panic. So naturally it’s time to do what the industry does best at times like this: rank the fallout. Who’s strutting away from this mess like it was all part of the plan, and who’s quietly updating their deck to pretend they saw it coming?

Fair warning: the ground is still shifting under this thing so consider this list more “hot take” than holy writ. 

Winners

Google’s cookie re-coupling

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With TikTok’s future hanging in the balance, music promoters are widening their focus from TikTok to creators on other short-form video platforms such as Instagram and YouTube.

Although President Donald Trump extended the deadline for the government-mandated U.S. TikTok ban on April 5, marketers of all kinds — including music promoters — remain uncertain about whether the platform will stick around in the long run. That’s why music promoters have spent 2025 investing in alternative platforms.

It has long been a standard practice for music labels and promoters to pay TikTok creators to use their songs in their videos, but three individuals with knowledge of this practice — two music promoters and a creator — told Digiday that the music industry has ramped up its spending on similar creator promotions across Instagram and YouTube, although they declined to share specific numbers. Creators charge different rates for music promotions based on their reach, with mid-tier influencers typically charging between $200 and $300 and top creators commanding rates in the thousands.

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