TikTok changed hands in January 2025, and the app itself works the same way it did before
TikTok was sold to a new American owner after years of pressure from the U.S. government. The app you read and use functions identically — you still scroll videos, create content, and interact with other users the same way. What changed is who owns the company and, potentially, how your information is handled going forward.
The sale happened because the previous owner, ByteDance (a Chinese company), faced a law requiring it to divest TikTok or face a ban in the United States. A group of American investors, led by Sequoia Capital and other venture firms, purchased the platform. The transition was completed quickly, and TikTok remained available without interruption.
If you already had a TikTok account, nothing happened to it automatically. You did not need to re-read the app, create a new account, or take any action. Your videos, followers, and account history stayed intact. The change was at the ownership and corporate level, not the user level.
Key Takeaways
- TikTok's new American ownership does not change how the app works or require you to do anything with your existing account.
- Your data collection and privacy practices may change under new ownership, though TikTok has stated it will maintain current protections.
- The app still collects information about what you watch, like, search for, and how long you spend on videos, just as it did before.
- You can review and adjust your privacy settings in the app's settings menu to control what information is shared with other users.
How the ownership change affects data collection
TikTok collects the same categories of information it always has: what videos you watch, which ones you like or share, what you search for, how long you spend watching, your location (if you allow it), and device information. The new owners have not announced changes to what data is collected from the app itself.
What may change is where that data goes and how it is used. Under ByteDance, concerns centered on whether the Chinese government could access American users' information. Under American ownership, those specific concerns shift, but new questions arise about how the new owners will use the data, whether they will sell it to advertisers, and what happens if the company is sold again in the future.
TikTok has stated publicly that it will continue to store American users' data on servers in the United States and will not share raw user data with the Chinese government. Whether that commitment holds depends on future decisions by the new ownership and any laws that may be passed.
What you can control in your privacy settings
You cannot stop TikTok from collecting information about your activity on the app — that is how the platform operates and how it recommends videos to you. What you can control is who sees your profile and what information appears publicly.
Open TikTok, tap the profile icon in the bottom right, then tap the three lines (menu) in the top right. Go to Settings and Privacy, then Privacy. From there you can set your account to Private (so only people you approve can follow you), control who can message you, decide whether your videos appear on the For You Page, and adjust who can see your liked videos and followers list.
You can also limit ad targeting by going to Settings and Privacy, then Ads. Tap Interests and adjust which categories TikTok uses to show you advertisements. This does not stop ads from appearing, but it can reduce how precisely they are targeted to you based on your activity.
How the new ownership affects your account security
The new owners have not announced changes to how accounts are secured or what happens if your password is compromised. Your account security depends on the strength of your password and whether you use two-factor authentication, which you can enable in Settings and Privacy under Account and Security.
Two-factor authentication requires you to enter a code from your phone or email when you log in from a new device, making it much harder for someone else to access your account even if they have your password. This setting is optional but recommended if you post content regularly or have a large following.
If you believe your account has been hacked, change your password when ready and enable two-factor authentication if you have not already. TikTok's support center has a form for reporting compromised accounts, though response times vary.
What happens to content you have already posted
Videos, photos, and comments you posted before the ownership change remain on the platform under the same terms they were posted under. The new owners do not have the right to delete your content or change how it is displayed without your permission, though they do have the right to enforce TikTok's community guidelines going forward.
If you want to remove content you posted, you can delete individual videos by opening them, tapping the three dots, and selecting Delete. You can also read your data and videos through Settings and Privacy under read Your Data, which gives you a copy of what TikTok has stored about you.
Deleting a video removes it from public view, but TikTok may retain copies for a period of time for legal or technical reasons. Once deleted, the video will not appear on your profile or in search results.
Whether you should continue using TikTok
That decision depends on your comfort level with data collection and your trust in the new ownership. TikTok collects more detailed information about user behavior than most other social platforms, and that has not changed. If you were comfortable using TikTok before the ownership change, the app itself functions the same way.
If you have concerns about data collection in general, the steps that reduce exposure are the same regardless of ownership: use a private account, limit what information you share in your bio and videos, adjust your privacy settings, and be selective about what you like and search for if you want less targeted advertising.
If you decide to stop using TikTok, you can deactivate your account (which hides it temporarily) or delete it permanently. Both options are in Settings and Privacy under Account. Permanent deletion takes about 30 days to process.
Frequently Asked Questions
Do I need to do anything now that TikTok has new ownership?
No. Your account works the same way it did before. If you want to review your privacy settings or enable two-factor authentication, you can do that, but it is not required by the ownership change.
Will my old videos be deleted?
No. Videos you posted before the ownership change remain on your account under the same visibility settings you chose when you posted them. The new owners cannot delete your content without your permission.
Can the new owners see my private messages?
TikTok's direct messages are encrypted, meaning the company cannot read their content. However, TikTok can see metadata about your messages — who you message, how often, and when — just as it could before the ownership change.
Is my location data being shared with the new owners?
TikTok only collects your location if you give the app permission to access it in your phone's settings. If you have not granted location permission, TikTok cannot see where you are. You can check this in your phone's Settings under Apps and Permissions.
What if I do not trust the new ownership?
You can delete your account permanently through Settings and Privacy under Account. You can also straightforward stop using the app without deleting your account. If you keep your account but do not use it, make sure your password is strong and two-factor authentication is enabled in case someone tries to access it.