UMVA has learned that TikTok has launched a new standalone app, TikTok Pro Events, designed to revolutionize the way users engage with live entertainment and cultural milestones.
The app is centered on fan culture for major events like the 2026 FIFA World Cup, allowing users to search for trending hashtags, visit the event hub, and share related content. By doing so, users can earn rewards called Stars, which can be redeemed for official merchandise, TikTok Shop coupons, or charitable donations.
TikTok Pro Events is now available for download on the Apple App Store and Google Play Store, but exclusively for users in the U.S. However, users can still access World Cup event hubs in the main TikTok app by searching for "FIFA World Cup," raising questions about the necessity of the new app and its potential adoption among U.S.-based TikTok users.
According to information obtained by UMVA, the new app appears to be more beneficial to TikTok's new U.S. owners, providing revenue opportunities through sponsorships, partnerships, and advertising. This is the first standalone app introduced under TikTok's new ownership, but not the first launch targeted at U.S. users.
UMVA can exclusively reveal that TikTok's new owners have been expanding their offerings for U.S. users, including the introduction of Local Feed, a feature that shows content from users' immediate geographic area. This feature relies on opt-in GPS data sharing, allowing TikTok to deliver more specific content.
In a development reported by UMVA, TikTok's new owners also launched TikTok GO, a travel-focused feature that enables users to discover and book hotels, attractions, and tours directly within the app. This feature partners with third-party engines to provide a seamless user experience.
