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Triller said it won't try to generate revenue directly in the short-video app it was named after. The company does not perceive the Triller app as core to how it makes money, Green told Insider. Triller will therefore book costs tied to the Triller app as sales, marketing, general, or administrative expenses rather than as a cost of revenue, it wrote in its securities filing. These costs could include paying talent and influencers to drive adoption of the Triller app, or paying to license music for the app as a brand-building tool, it wrote. In 2022, Triller said it grew overall revenue by roughly 80% year over year to $47.7 million.
Persons: Triller, Julius, Michael Green, Trump, Trump's TikTok, Mahi de Silva, isn't, we're, I'm, it's, Green, FITE Organizations: Tech, New York Stock Exchange Locations: Beijing
TikTok challenger backpedals into public arena
  + stars: | 2023-08-21 | by ( Anita Ramaswamy | ) www.reuters.com   time to read: +3 min
Acquire Licensing RightsNEW YORK, Aug 21 (Reuters Breakingviews) - A celebrity-studded video app is fighting to contend in the public arena. The Triller app, started in 2015, runs a TikTok-like feed, but it has backed away from the battle. Brands generated most of Triller’s $48 million in revenue last year, but recent acquisitions have fueled much of the latest growth. Details are scant on Triller’s user count beyond the 550 million accounts it says it has signed up since inception. Follow @AnitaRamaswamy on TwitterCONTEXT NEWSVideo-sharing app Triller said on Aug. 2 that it plans to pursue a direct listing of its shares on the New York Stock Exchange.
Persons: Triller, Snoop Dogg, Mike Tyson, Charli, Mahi de Silva, Swizz Beatz, Timbaland, Black, Jeffrey Goldfarb, Sharon Lam Organizations: Reuters, New York Stock, Walmart, Facebook, Meta, Apple, Google, New York Stock Exchange, SeaChange International, Thomson Locations: New York, U.S
Triller's preliminary S-1 filing to go public on the New York Stock Exchange has been released. The company reported a smaller net loss in 2022 than in 2021 and around $48 million in 2022 revenue. In its S-1, the company featured images of celebrities like Jennifer Lopez and DJ Khaled inside Triller products. One metric notably absent from Triller's S-1 is active user counts across its platforms. In its S-1, the company wrote it had "established more than 550 million user accounts" across its offerings, which it defined as anyone who created an account.
Persons: Triller, It's, it's, Snoop Dogg, Josh Richards, Richards, Jennifer Lopez, DJ Khaled, Charli D'Amelio, D'Amelio, TikTok, Julius, Triller's, Mike Lu, Ryan Kavanaugh's, Bobby Sarnevesht Organizations: New York Stock Exchange, Sony Music Entertainment, Universal Music Group, Sony Music, Seachange, SEC, Triller, YouTube, Facebook, Twitter, Meta, Inc, TechCrunch, Billboard, Media Locations: NFTs, TikTok, Triller
Triller is in a holding pattern on its path to becoming a public company. A spokesperson said that once its registration statement is declared effective, it will make the filing public for the required time ahead of its public listing. The long slog toward becoming a public company as lawsuits pile upTriller has been pursuing a public offering for over a year. In December 2021, Triller announced it instead planned to go public via a reverse merger with the video-tech company Seachange International. "After much deliberation, Triller has determined that the best course of action is a direct listing for Triller."
The update comes as the company removed last week the song catalogs of major labels from its video app. In 2020, Triller partnered with Billboard to publish weekly "Top Triller US" and "Top Triller Global" charts. In its statement to Insider, Triller suggested that removing music from major labels could help save the company money. The Triller app remains just one piece of the company's overall business. Triller even invoked TikTok in its statement about its decision to remove the catalogs of major music labels, writing that, "TikTok and the labels have aligned so closely."
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