Billionaire Mark Cuban Proposes TikTok Alternative – Could It Help You Replace Lost Income?
Written by
Laura Bogart
Edited by
Kristen Mae
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While it’s easy to dismiss TikTok as a repository of funny pet videos and memes, it’s become so much more than that for millions of people. There are opportunities to learn about a variety of topics, from world mythology to how to prepare the perfect Moka pot coffee, and, of course, personal finance.
TikTok is driving spending and saving trends like “underconsumption” and educating users from all walks of life on practical financial strategies, from building a realistic budget to investing in an IRA. People also turn to TikTok as a virtual storefront to sell their wares.
Yet a forthcoming TikTok ban in the U.S. threatens to undo all that financial progress for these creators. Enter Mark Cuban. On Tuesday, Jan. 14, the billionaire entrepreneur posted a video on TikTok inviting developers to pitch ideas for a new TikTok-like app to fill the gap. But is it a good idea, and how could it help creators?
What Is Mark Cuban Proposing?
Cuban is no stranger to social media, maintaining an active presence on TikTok. When Elon Musk’s controversial handling of X and role in the 2024 election drove an exodus of users from the site formerly known as Twitter to competitor BlueSky, Cuban was ready.
He sees potential in the popularity of decentralized social media, with BlueSky surging to 26.31 million users by January. Understanding TikTok’s value to creators, consumers and marketers, Cuban is proposing a challenge: He wants to invest in a TikTok alternative — but not just any video platform. His vision includes building on the AT Protocol, which would allow the platform to connect to BlueSky’s millions of users instantly.
Further, using this protocol could help protect developers. “Obviously, I think you’d have a whole lot of support,” Cuban said. “When you build on the AT protocol, it’s extensible. That means nobody could just buy it, nobody could just close it.”
Why an Alternative Matters (and Who Stands to Lose)
For thousands of business owners and entrepreneurs, TikTok either directly or indirectly supports their paycheck. The TikTok Creator Fund allows eligible users with over 10,000 followers to earn money based on their video views, typically ranging from 2 to 4 cents per 1,000 views. This means creators who consistently generate millions of views could earn hundreds or even thousands of dollars monthly.
The TikTok Creator Marketplace also serves as a platform where creators can connect directly with brands for sponsorship opportunities. Many creators earn thousands of dollars per sponsored video, depending on their audience size, engagement rate and niche — making TikTok a vital tool for monetization.
Even users with smaller followings use TikTok to promote everything from handmade crafts to their family restaurant’s most popular dish — and, yes, merchandise branded with those aforementioned adorable pets. The opportunity to reach consumers on TikTok is substantial. According to Charle Agency, TikTok is the non-gaming app with the highest revenue: “Based on Q1 2022 revenue from both the App Store and the Google Play store, TikTok generated $821 million in consumer spending and revenue.”
Advertisers are also fans of TikTok because it’s helped drive significant returns. In 2024, TikTok was projected to hit $18.5 billion in advertising revenue, mostly attributable to the growth of TikTok Shop — up from $13.2 billion in 2023.
A ban on TikTok could create ripple effects across the U.S. economy, from small businesses losing access to their most profitable sales channel to advertisers rethinking their marketing strategies.
Could an Alternative Be Even Better for Creators?
Cuban’s proposal addresses many security issues reportedly at the heart of the TikTok ban while also tackling privacy concerns. It would ensure that creators had greater control over their content — particularly how their data is stored and shared. This could make it harder for corporations to exploit their work and better enable creators to profit from their own work.
Additionally, a more customizable algorithm available through BlueSky could ensure that creators and small business owners get in front of audiences who are more likely to buy what they’re selling. Cuban’s call for a more equitable and secure TikTok alternative could be the lifeline creators need to recover lost income and audiences caused by the TikTok ban.
So, if you’re a talented developer and you’ve got the skills to meet his challenge, what are you waiting for?
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