Disney had a recent change of leadership, and now another executive has left to take up a position at TikTok. This executive’s departure may change how TikTok will interact with its audience while at the same time, could change the way Americans view the viral, and hugely popular video-sharing service.
The head of Disney’s direct-to-consumer and international business, Kevin Mayer, has already proved capable of leading a division that produces content designed for a digital space. After all, Mayer helped create Disney+, the company's new and popular streaming service. Disney+ hosts a catalog of classic shows and movies, coupled with content from The Simpsons, Marvel, Star Wars and National Geographic. Not to mention, in spite of the service launching in late 2019, it has already accumulated more than 50 million subscribers. TikTok, on the other hand, is a video-sharing social network app that has surpassed two billion downloads. While it is considered an app aimed at younger users, TikTok is working to appeal to a larger audience.
In a press release, it was confirmed Mayer has left The Walt Disney Company to become the new CEO of TikTok and COO of the video-sharing app’s parent company, ByteDance. This follows on from Disney's CEO, Bob Iger, who recently stepped down, paving the way for Bob Chapek to take over. As the CEO of TikTok, Mayer is expected to help the company grow while simultaneously easing concerns that many have about the app’s Chinese origin.
Mayer VS TikTok Privacy Concerns
According to Chinese law, companies need to share their data with the Chinese government if they have servers in mainland China. In fact, several US Government groups are banning the use of TikTok due to privacy concerns and the belief that the service could be a threat to national security. From its perspective, ByteDance claims that the app does not store US user data in China and although this may be true, the app has routinely been accused of censoring posts that involve sensitive political topics that may upset the Chinese government.
Hiring a former Disney executive who helped create Disney+ is likely to benefit TikTok in multiple ways. For one thing, Disney is a household name and popular with many demographics, including TikTok's main audience of teens to young adults. Mayer’s strength also comes from a digital platform, and content creation, which is a fundamental part of the video-sharing app. It is also possible that Mayer may have taken this position because Chapek became the newest Disney CEO. With that position now filled, Mayer might have been looking for a new avenue to show his value.
While the new TikTok CEO might be highly skilled in his field, it is worth mentioning that an important reason for TikTok is the fact Mayer is American. Mayer is likely to recognize his important new role as the arbiter when America raises privacy concerns about the app’s Chinese background. TikTok wants to expand, despite privacy concerns from an international audience, and it will likely be very helpful to the service's parent company to have an American CEO – who just happens to have a Disney background – spearheading ideas and being the public face of the company.
Source: TikTok