The impossible-to-ignore, 2 billion strong platform is leveraging a massive sheltering-at-home audience hungry for new content to draw A-listers and turn its homegrown roster into bankable stars (with reality TV shows, of course).

Less than 3 years old, TikTok — owned by Chinese conglomerate ByteDance and available in the U.S. only since summer 2018 — has been downloaded more than 2 billion times, according to estimates by measurement firm Sensor Tower. Its looping, 15-second videos have made it the social media platform du jour for a predominantly young, female-skewing audience (women ages 18-24 make up 22.6 percent of its adult U.S. users, per Comscore) that conferred similar cultural cachet on Snapchat and Instagram before the rest of the world caught on. The app’s quick rise even has reigning social video platforms YouTube and Instagram on edge. Both are said to be plotting copycat products.

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