Sunday was a whirlwind for TikTok users in the United States. Authorities banned the popular video-sharing app, only for it to be reinstated 14 hours later through intervention by Donald Trump. However, this short-lived ban created enough disruption to allow competitors to make a play for TikTok’s massive user base. Among these competitors was Triller TV, an American video streaming platform with Bulgarian roots, known for hosting the 2020 Mike Tyson vs. Roy Jones Jr. exhibition match.
Triller seized the moment to target TikTok’s audience, bringing in UFC star Conor McGregor as a prominent face of their campaign. The platform announced its return with a video featuring McGregor, expressing enthusiasm about the future of Triller. Despite this bold move, the platform’s turbulent history with combat sports might hinder its ability to secure a solid foothold in the market.
Conor McGregor Teams Up with Triller
View this post on Instagram
To capitalize on TikTok’s temporary ban, Triller shared a promotional video on Instagram featuring Conor McGregor. The post included a caption proclaiming, “TRILLER IS BACK BABY!”—a direct jab at TikTok. McGregor appeared confident in the video, saying, “I am very excited. A lot of people are gonna come over to Triller now, and see what we are about. Big things for Triller, Let’s Go! Triller is back baby!”
This partnership reflects Triller’s strategy of leveraging celebrity endorsements to boost its visibility, a method they have relied on before. The platform previously raised $100 million in funding and was valued at $1.25 billion in 2020. However, as of January 2025, Triller’s market cap has dropped to $377.04 million, signaling challenges in maintaining its earlier momentum.
Triller’s Controversial History in Combat Sports
Triller has faced scrutiny over its handling of major events, most notably the Mike Tyson vs. Roy Jones Jr. exhibition match in 2020. Although the event was a commercial success, both Tyson and Jones later revealed they had not been fully compensated. Roy Jones Jr. stated that promises made by Triller’s CEO Ryan Kavanaugh were not kept, while Tyson described his dealings with the platform as “tricky.” The controversy drew criticism from UFC President Dana White, who highlighted Triller’s reputation for payment delays, contrasting it with the UFC’s track record.
Triller’s issues extended to its attempt to host the Teofimo Lopez vs. George Kambosos Jr. fight in 2021. After several delays, Triller dropped the event, costing the company an estimated $10 million and further tarnishing its credibility in the combat sports industry.
Can Triller Compete with TikTok?
The 14-hour ban on TikTok presented a rare opportunity for Triller to regain relevance. However, TikTok’s quick reinstatement and Triller’s rocky history in combat sports have made this a challenging endeavor. While McGregor’s endorsement brings star power, it remains uncertain whether this will be enough to overcome the company’s damaged reputation and compete with TikTok’s massive influence.
Conclusion
Triller’s attempt to capitalize on TikTok’s brief absence reflects its ongoing ambition to dominate the video-sharing market. The partnership with Conor McGregor may attract attention, but the platform’s history of controversies in combat sports could deter potential users and partners. With TikTok back in full force, Triller faces an uphill battle to establish itself as a legitimate competitor.
What do you think? Can Triller’s collaboration with McGregor help it overcome past controversies and challenge TikTok’s dominance? Let your perspective be heard.