The decision did not arrive with a trumpet blast or a public reckoning. It came instead the way many shifts of power do—quietly, behind familiar doors, amid conversations that carried the weight of habit. In the orbit of Rupert Murdoch’s media empire, where instincts about influence are honed over decades, a once-skeptical view of TikTok began to soften, then turn.

For years, the short-form video platform had been treated with suspicion in Murdoch-linked newsrooms and boardrooms alike. Concerns about data security, Chinese ownership, and the effects of algorithm-driven feeds on public discourse were aired with regularity, sometimes amplified in headlines and commentary. TikTok was framed as an outsider, a disruptor whose popularity felt both baffling and threatening to established media rhythms.

Yet platforms, like tides, reshape shorelines whether they are welcomed or not. As TikTok’s reach deepened—particularly among younger audiences increasingly absent from television schedules and newspaper columns—the calculus began to change. Murdoch’s senior lieutenants, executives and editors charged with steering legacy brands through a digital present, found themselves confronting an unavoidable fact: attention had moved, and influence had followed.

In recent weeks, those figures have closed ranks around a recalibrated stance. The U-turn is less an embrace than an acknowledgment, a recognition that outright hostility toward the platform now carries its own costs. Rather than warning audiences away, some Murdoch outlets have eased their tone, exploring how TikTok fits into a broader media ecosystem where distribution is as critical as content itself.

The pivot reflects a larger tension facing global news organizations. Platforms once criticized from the outside are increasingly negotiated with from within, as publishers weigh principles against reach, and skepticism against survival. In Murdoch’s case, the shift has been managed carefully, with lieutenants presenting a unified front that suggests strategy rather than retreat.

As the dust settles on the reversal, little has been said publicly to mark the change. That silence may be the point. In a media landscape shaped by speed and spectacle, some of the most consequential decisions still happen offstage. The TikTok U-turn, quietly endorsed and collectively defended, leaves behind a familiar reminder: power adapts, even when it prefers not to announce the fact.

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Sources Reuters Financial Times The Guardian BBC News