SPOTLIGHTTikTok goes all in on SEA  How worried is TikTok about exiting the US? The answer may lie in a simple comparison: 460 million versus 170 million. The social media app recently announced that it had 460 million monthly active users in Southeast Asia, compared to the smaller figure in the US. While spending power is higher in the latter market, it's a signal that TikTok's growth engine lies elsewhere amid the ongoing US-China tensions. TikTok made the announcement at the company's first Apps Summit for Southeast Asia in Hanoi, Vietnam. My girlfriend joked that I'd be surrounded by Gen Z dancers at the event, but the room was actually packed with regional ecommerce, fintech, gaming, and travel app leaders. Another sign that TikTok is courting Southeast Asia's digital economy as its next growth frontier. Nikhil Rolla, the firm's head of strategic accounts for Southeast Asia, said TikTok's success in cutting through "attention clutter" was down to its reputation as a platform filled with authentic content, warts and all. For the app brands it works with, its value lies in how it harnesses user data to deliver smarter, more effective targeting, based on what I heard on stage. If you want to see TikTok's future, don't look west - look southeast. Peter Cowan, engagement editor |