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When Brandon Hurst first decided to sell his plants on TikTok Live in 2023, the 32-year-old Sylmar resident didn’t know what to expect. He said he thought he could sell at least 30 plants, but instead sold 250.

Now, three years later, the internet creator, who goes by Brandon the Plant Guy, sells up to 5,000 plants a week, works out of a 3,000-square-foot greenhouse in Sylmar and has a staff of 13. He credits much of this success to the exposure he’s received on TikTok.

“I’d be out of business if it wasn’t for TikTok,” said Hurst. “I would have ended the business and gone back to working the desk job that I was working prior. I was already on that path, that was where we were headed. And then TikTok really did turn that around.”

Hurst is one of the 920,000 California-based businesses using the social media platform to reach new customers and grow their brands, according to new data from consulting firm PF Global.

In 2025, TikTok helped generate $12 billion in advertising and merchandise sales for those businesses and supported 52,000 jobs in the state, said the PF Global report, which was commissioned by TikTok.

Nationwide, economic activity on TikTok last year helped contribute $81 billion to some 8.5 million U.S. businesses, the report said.

The surge in activity reflects a growing trend toward online commerce, as more small businesses and consumers turn to social media platforms like TikTok to buy and sell goods.

“We enable American culture, American creators, American businesses, to reach an audience around the world,” said Nicole Mason, TikTok’s head of U.S. public policy, said during a presentation on Wednesday morning.

The new report comes as TikTok is increasingly eager to tout its economic impact as a newly formed U.S. joint venture. In January, the company was taken over by three managing investors: Silver Lake, Oracle and Emirati investment firm MGX, each holding 15%, with ByteDance retaining 19.9% of investments. This transition came after TikTok’s Chinese parent company, ByteDance, was under pressure to divest its ownership in the app’s U.S. operations or face a nationwide ban, due to security concerns.

Last month, TikTok also settled a $400-million lawsuit from the U.S. Department of Justice, ending a 2024 lawsuit alleging the company violated federal children’s privacy laws.

TikTok, which operates its U.S. headquarters in Culver City, where it employs several hundred workers, is mostly known for its viral, short-form vertical videos. But, over the years, the platform has become a hub of curated viral content and a central part of many businesses’ marketing strategies.

The app also has features like TikTok Live, where businesses can host live shopping events, and TikTok Shop, which serves as a direct-to-consumer online marketplace.

For its study, PF Global surveyed more than 11,000 adults in the U.S. and 5,000 businesses. The firm also conducted five case studies with U.S. small businesses and TikTok creators and interviewed over 600 people around the country. The data set combined that survey data with government statistics, industry research and TikTok’s own internal data.

PF Global recently published a similar economic report for the U.K. and is working on reports for 10 other European countries with TikTok.

Neil Ross, a partner at PF Global, said a common global theme is that TikTok users are more likely to see something on the platform and go out and do it.

“People around the world are using it as a kind of digital front door to work out where to go, what to shop, what experiences to have,” Ross said.

The U.S. report states that 27 million Americans “visited an independent shop, cafe or restaurant for the first time after seeing it on the platform.”

The app’s roots date to 2014, when an app called Musical.ly was launched in Shanghai. In 2016, Chinese tech company ByteDance launched a similar platform in China called Douyin.

As the apps grew in popularity, ByteDance picked up on their potential. It purchased Musical.ly in 2017 and combined all these platforms into one, named TikTok. Over the next few years, the app began its rapid ascent, hooking in users with a curated algorithm and viral trends. Today, 200 million Americans use TikTok every month, according to PF Global.

“On a daily basis, TikTok powers real economic impact across the United States, helping entrepreneurs grow their businesses, reach new customers, and create jobs across the country,” said Adam Presser, TikTok’s chief executive in a statement.

YouTube is holding onto its exclusive livestream deal with Coachella.

The tech giant in San Bruno, Calif., has renewed its partnership with festival promoter Goldenvoice, keeping exclusive livestream rights to the three-day desert festival through 2030. The next edition, in April 2027, will mark 15 years of Coachella on YouTube.

“We’re excited to bring the energy of the desert to millions of music fans around the world,” Neal Mohan, YouTube’s chief executive officer, said at its Made On YouTube event in New York City on Wednesday morning.

This year’s Coachella, headlined by Sabrina Carpenter, Justin Bieber and Karol G, drew the most concurrent viewers in the history of Coachella on YouTube, according to the company. Bieber, who was discovered on YouTube, even included a nostalgic homage to the platform into his set.

Over the years, the livestream has become an essential part of the Coachella experience, especially for fans who can’t make it to the desert. What started as a single feed has evolved into live coverage of every stage across both weekends.

Beyond Coachella, YouTube doubled down on livestreaming during its presentation, unveiling a slew of new live and AI-powered tools. In August, more than 600 million logged-in viewers watched live content on the platform each day on average, according to YouTube. The new live features include a new co-hosting function in which two creators can appear on the same stream together, and a live auto-dubbing tool that automatically translates speech in real time. Several of the updates are slated to roll out in early 2027.

“Whether it’s a music festival or a creator’s livestream, fandom is no longer a spectator sport,” added Mohan. “Just look at the sheer scale of the live communities we’re seeing today.”

YouTube isn’t the only streamer leaning into live. Netflix has spent the last few years buliding out its own live business, which now includes NFL and MLB games.

RIYADH: TikTok has taken down 15,519,240 videos across Egypt, Saudi Arabia, the UAE, Oman, Iraq, Morocco, Lebanon and Sudan during the first quarter for Community Guidelines violations.

The move reflects the scale of the platform’s enforcement efforts and its focus on maintaining safety and accountability across the Middle East and North Africa region, a statement said.

As part of its broader efforts to promote age-appropriate and “authentic experiences” on the platform, TikTok removed 86,288,705 fake accounts and 25,764,372 accounts suspected of belonging to users under the age of 13 globally during the first quarter of 2026.

“These actions reflect the scale of TikTok’s efforts to identify and remove accounts that may not meet its platform requirements, while strengthening safeguards for younger members of its community,” TikTok said.

“Through a combination of automated detection, account-level enforcement, and human review, TikTok continues to reinforce the systems designed to support a safer and more age-appropriate experience.”

Globally, the platform suspended more than 50 million LIVE sessions from January to March, an 18.6 percent increase from the previous quarter. A further 58 million sessions were subject to demonetization or warnings, while 21,966,667 LIVE creators were also demonetized or warned.

Across the eight MENA markets, TikTok said it proactively interrupted millions of livestreams and banned hundreds of thousands of LIVE hosts for violating its guidelines.

In Saudi Arabia, TikTok removed 2,811,302 videos in Q1 2026, with a proactive removal rate of 98.2 percent and 92.8 percent of violative content taken down within 24 hours of being reported. The platform restored 150,916 videos following successful appeals, and also banned 48,106 LIVE hosts while interrupting 371,758 livestreams.

Iraq recorded the highest removal volume in the region. TikTok removed 5,253,566 videos that violated its Community Guidelines during the quarter, with a proactive removal rate of 99.4 percent and 95 percent of violative videos taken down within 24 hours of being reported.