{"id":4516,"date":"2025-04-07T12:32:21","date_gmt":"2025-04-07T10:32:21","guid":{"rendered":"https:\/\/booksfactory.pl\/blog?p=4516"},"modified":"2025-05-16T12:00:04","modified_gmt":"2025-05-16T10:00:04","slug":"amazon-tiktok-et-lavenir-de-booktok","status":"publish","type":"post","link":"https:\/\/booksfactory.pl\/blog\/amazon-tiktok-et-lavenir-de-booktok\/?lang=fr","title":{"rendered":"Amazon, TikTok et l\u2019avenir du monde de BookTok"},"content":{"rendered":"\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"768\" data-id=\"3736\" src=\"https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-1024x768.jpg\" alt=\"Amazon, TikTok et l&#x2019;avenir de BookTok\" class=\"wp-image-3736\" srcset=\"https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-1024x768.jpg 1024w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-300x225.jpg 300w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-768x576.jpg 768w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-1536x1152.jpg 1536w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Amazon a officiellement manifest\u00e9 son int\u00e9r\u00eat pour l\u2019acquisition de TikTok. Selon le New York Times, Bloomberg et d\u2019autres m\u00e9dias, l\u2019entreprise a envoy\u00e9 une lettre d\u2019intention au s\u00e9nateur am\u00e9ricain J.D. Vance et au secr\u00e9taire au commerce Howard Lutnick.  <br\/><br\/>L\u2019offre aurait \u00e9t\u00e9 transmise juste avant l\u2019\u00e9ch\u00e9ance fix\u00e9e par le gouvernement de Trump, qui exigeait que TikTok soit c\u00e9d\u00e9 \u00e0 une entreprise am\u00e9ricaine sous peine d\u2019interdiction totale sur le territoire. <br\/><br\/>Le 4 avril, Donald Trump a finalement accord\u00e9 un d\u00e9lai suppl\u00e9mentaire de 75 jours pour permettre aux n\u00e9gociations de se poursuivre.<\/p>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Qui sont les autres candidats ?<\/h2>\n\n<p>Amazon n\u2019est pas seul sur les rangs. Plusieurs acteurs ont exprim\u00e9 leur int\u00e9r\u00eat pour l\u2019application :<\/p>\n\n<ul class=\"wp-block-list\">\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">Oracle, d\u00e9j\u00e0 impliqu\u00e9 dans la gestion des donn\u00e9es TikTok aux \u00c9tats-Unis,<\/li>\n\n\n\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">AppLovin, une soci\u00e9t\u00e9 sp\u00e9cialis\u00e9e dans la publicit\u00e9 mobile,<\/li>\n\n\n\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">Des groupes d\u2019investissements tels que Blackstone, Andreessen Horowitz ou encore le milliardaire Frank McCourt. <\/li>\n<\/ul>\n\n<p>Probl\u00e8me majeur : le gouvernement chinois a interdit l\u2019exportation de l\u2019algorithme de recommandation de TikTok \u2014 la pi\u00e8ce ma\u00eetresse de la plateforme. <\/p>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Que pense la Maison-Blanche ?<\/h2>\n\n<p>La Maison-Blanche n\u2019a pas encore r\u00e9v\u00e9l\u00e9 quelle offre elle comptait privil\u00e9gier. Mais, une chose est s\u00fbre : la d\u00e9cision sera \u00e9minemment politique.<br\/><br\/>Parce qu&#8217;au-del\u00e0 des enjeux de s\u00e9curit\u00e9, il y a une question d\u2019influence. L\u2019algorithme de TikTok fa\u00e7onne des opinions, amplifie des tendances et d\u00e9termine ce que des millions d\u2019utilisateurs voient chaque jour. C\u2019est pourquoi le Congr\u00e8s am\u00e9ricain a vot\u00e9 une loi visant \u00e0 interdire TikTok s\u2019il reste sous contr\u00f4le chinois.<br\/><br\/><br\/>M\u00eame Donald Trump, pourtant \u00e0 l\u2019origine de cette l\u00e9gislation, nuance d\u00e9sormais : <\/p>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>Nous ne voulons pas que TikTok disparaisse. Nous esp\u00e9rons un accord entre TikTok et la Chine. <\/em><\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Pourquoi le monde du livre est concern\u00e9 ?<\/h2>\n\n<p>\u00c0 premi\u00e8re vue, il s\u2019agit d\u2019une guerre technologique. Mais si Amazon venait \u00e0 racheter TikTok, les cons\u00e9quences pour le monde du livre \u2013 et en particulier pour BookTok \u2013 pourraient \u00eatre immenses.  <br\/><br\/>Aujourd\u2019hui, BookTok est l\u2019un des canaux les plus puissants pour promouvoir un ouvrage. De nombreux livres deviennent des best-sellers simplement parce qu\u2019ils sont devenus viraux sur la plateforme.<br\/><br\/>Si Amazon prend le contr\u00f4le de TikTok, on peut imaginer :<\/p>\n\n<ul class=\"wp-block-list\">\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">une mon\u00e9tisation plus pouss\u00e9e des contenus BookTok,<\/li>\n\n\n\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">une mise en avant prioritaire des livres vendus via Amazon,<\/li>\n\n\n\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">une personnalisation des recommandations \u00e9tablie sur les donn\u00e9es de vente d\u2019Amazon,<\/li>\n\n\n\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">un pilotage beaucoup plus serr\u00e9 des tendances de lecture.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Vers un changement d\u2019\u00e9quilibre ?<\/h2>\n\n<p>L\u2019avenir de TikTok reste incertain, mais la d\u00e9cision approche. Ce qui est en jeu d\u00e9passe largement les fronti\u00e8res du num\u00e9rique : c\u2019est toute la cha\u00eene du livre qui pourrait \u00eatre affect\u00e9e. <br\/><br\/>Si Amazon combine son pouvoir dans la vente en ligne avec le contr\u00f4le d\u2019une plateforme d\u2019influence comme TikTok, cela pourrait marquer un tournant pour l\u2019\u00e9cosyst\u00e8me \u00e9ditorial mondial.<\/p>\n\n<p>Sources :<\/p>\n\n<ol class=\"wp-block-list\">\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\"><a href=\"http:\/\/www.rehttps:\/\/www.reuters.com\/markets\/deals\/trump-tiktok-sale-deadline-looms-us-looks-deal-2025-04-04\/\" data-type=\"link\" data-id=\"www.rehttps:\/\/www.reuters.com\/markets\/deals\/trump-tiktok-sale-deadline-looms-us-looks-deal-2025-04-04\/\" target=\"_blank\" rel=\"noreferrer noopener\">Reuters.com<\/a><\/li>\n\n\n\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\"><a href=\"https:\/\/www.cbsnews.com\/news\/amazon-bid-tiktok-bytedance-deadline\/\" data-type=\"link\" data-id=\"https:\/\/www.cbsnews.com\/news\/amazon-bid-tiktok-bytedance-deadline\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cbsnews.com<\/a><\/li>\n<\/ol>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon veut racheter TikTok \u2013 une d\u00e9cision qui pourrait bouleverser BookTok. Si les tendances de lecture \u00e9taient bient\u00f4t dict\u00e9es par un g\u00e9ant mondial de la vente, des donn\u00e9es, de la technologie et de la recommandation ?  <\/p>\n","protected":false},"author":2,"featured_media":3738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[88],"tags":[],"class_list":["post-4516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-du-secteur"],"rttpg_featured_image_url":{"full":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-scaled.jpg",2560,1920,false],"landscape":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-scaled.jpg",2560,1920,false],"portraits":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-scaled.jpg",2560,1920,false],"thumbnail":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-150x150.jpg",150,150,true],"medium":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-300x225.jpg",300,225,true],"large":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-1024x768.jpg",1024,768,true],"1536x1536":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-1536x1152.jpg",1536,1152,true],"2048x2048":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2025\/04\/24_Amazon_TikTok_1200x900-01-2048x1536.jpg",2048,1536,true]},"rttpg_author":{"display_name":"Gabriel Augustyn","author_link":"https:\/\/booksfactory.pl\/blog\/author\/gaugustyn\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/booksfactory.pl\/blog\/categorie\/actualites-du-secteur\/?lang=fr\" rel=\"category tag\">Actualit\u00e9s du secteur<\/a>","rttpg_excerpt":"Amazon veut racheter TikTok \u2013 une d\u00e9cision qui pourrait bouleverser BookTok. Si les tendances de lecture \u00e9taient bient\u00f4t dict\u00e9es par un g\u00e9ant mondial de la vente, des donn\u00e9es, de la technologie et de la recommandation ?","_links":{"self":[{"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/posts\/4516","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/comments?post=4516"}],"version-history":[{"count":2,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/posts\/4516\/revisions"}],"predecessor-version":[{"id":4518,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/posts\/4516\/revisions\/4518"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/media\/3738"}],"wp:attachment":[{"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/media?parent=4516"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/categories?post=4516"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/tags?post=4516"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}