Hi there,

There isn't an obvious new owner for TikTok, now that President Trump has given the company deadlines to sell off its holdings in the U.S. There have been three rumored contenders to take on the company so far including Twitter and Oracle. But the frontrunner (pushed into that position by Trump himself) seems to be Microsoft.

Acquiring TikTok could improve Microsoft’s market share in digital advertising, though not at the scale of Google or Facebook. Still, the company (despite the acquisition) is projected to grow to hold 1.5% of the digital display ad market.

If acquired, Microsoft and TikTok would combine to make a sizable audience: Microsoft sites had 222 million U.S. users; TikTok had 68 million U.S. users as of June, as my colleague Scott Nover reported. Read his full analysis.

In media news:

• Even though warm weather is here and stay-at-home orders are lifting, Americans are still streaming more video than last year. During Q2 2020, for example, we watched more than 60 million more minutes than that period in 2019, according to Nielsen.
• Vice's Motherboard is planning on a new, free digital newsletter (or for $8, three zines delivered by mail) devoted to covering the United States Postal Service. The product, called The Mail, was announced the same day USPS said changes to the system would go into effect after the November election.
• The New York Times celebrated those who fought for the 19th Amendment (ratified yesterday) with a visual history.

In other news:

• Here's a look at Trump's history of blaming Amazon for the U.S. Postal Service (USPS) struggles
• Americans' cherished pastimes are now causing anxiety
• Facebook starts rolling out revamped ad preference pages

Fun Fact: The NFL generated about $4.6 billion in national TV ad revenue last season. Here's a look at what looms this year.

Need a break? Consider attending a virtual 92Y event.

Give me a heads up on news tips/interesting items at sara.jerde@adweek.com.

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