Coco Gauff loses TikTok access as U.S. law takes effect

Coco Gauff’s TikTok blackout comes as U.S. law against the app takes effect, raising concerns for tennis promotion and fan engagement.

USA's Coco Gauff writes "RIP TikTok USA" on the camera following her victory in the women's singles match on day eight of the Australian Open in Melbourne on January 19, 2025. Photo by David Gray/AFP/Getty Images

By Nada Fadiyah and Yuni Utomo

Coco Gauff’s victory over Belinda Bencic in the fourth round of the Australian Open was a significant one, but it came with an unexpected setback: she lost access to TikTok. The social media platform, where Gauff boasts over 750,000 followers, was unavailable to American users early on Sunday, just hours before a new federal law aimed at banning the app in the United States came into effect.

The blackout, which prevented Gauff from accessing TikTok while she was in Melbourne, arrived as the U.S. government enforced a law requiring the Chinese parent company, ByteDance, to sell the app or face a possible ban. Upon opening the app, American users were met with a stark message: “A law banning TikTok has been enacted.”

Despite being in Australia, where no such law exists, Gauff quickly discovered that her location would not grant her an exemption. The 19-year-old American said the loss of TikTok access was "really sad," especially considering she has been active on the platform since it was known as Musical.ly, before ByteDance acquired it in 2018.

Gauff had hoped that being in Melbourne, where TikTok remains legal, would offer a solution, but it soon became clear that the app’s blackout for American users was worldwide, even affecting her in Australia.

“I’ve been on the app since it was called Musical.ly,” Gauff explained after her win. “It’s really sad.” TikTok has become a significant outlet for Gauff, providing both a form of relaxation and an escape before her matches. While some players meditate or visualize points to prepare mentally, Gauff opts to watch TikTok as a way to unwind. 

For Gauff, TikTok is more than just a source of relaxation; it is also an essential tool for promoting the sport of tennis in an accessible and engaging way. Through her posts, Gauff has offered her followers a unique window into tennis, allowing them to explore the sport from a fresh perspective.

Her videos, often including highlights or memes related to tennis, have introduced tennis to a broader audience, especially those who might not otherwise engage with the sport. Many fans outside the U.S. who stumble upon Gauff’s TikToks may be interested in learning more about tennis, but the accessibility of tennis content is often limited due to broadcasting restrictions. Grand Slam tournaments, in particular, are highly protective of their footage, making it difficult for fans to watch matches or highlights unless they subscribe to official channels.

The popularity of TikTok's short-form, easily shareable content is one way tennis could reach new fans, offering a more organic path to discovery. However, these restrictive broadcasting rules continue to challenge the sport’s potential to capitalize on such platforms. The situation raises broader concerns about how tennis can better navigate the modern media landscape while engaging fans on social platforms like TikTok.

Despite the setback, Gauff remains hopeful that a resolution will come soon. “I do have a feeling that it will somehow come back,” she said, referring to the possibility of TikTok returning to American users and working out any issues with the U.S. government.

However, Gauff’s optimism may not come in time for her upcoming quarterfinal match against Paula Badosa, scheduled for Tuesday, January 23. With the future of TikTok still uncertain in the U.S., Gauff’s engagement with her followers through the platform remains on hold.

The TikTok ban highlights an ongoing issue for tennis as a sport: the need to find more innovative ways to reach younger audiences and engage with them outside traditional media. TikTok has proven to be an effective platform for sports promotion, particularly due to its viral potential and the wide range of content it supports, from match highlights to behind-the-scenes moments.

In Gauff’s case, TikTok served as a bridge between her tennis career and the digital space, allowing her to connect with fans in a way that many athletes cannot. The app’s popularity among younger generations is crucial for tennis, a sport seeking to expand its audience base in an increasingly competitive entertainment landscape.

The restrictions on content usage at major tournaments, including the Grand Slams, often hinder players and their ability to share personal moments with fans, further emphasizing the need for a more flexible approach to digital engagement.

As Gauff moves forward in the Australian Open, her journey with TikTok may have hit an unexpected roadblock, but the broader conversation about the intersection of social media, sports promotion, and government regulation is far from over.

For now, Gauff will focus on her performance on the court, where she faces a tough challenge in Badosa. Regardless of the outcome of the match, Gauff’s influence on the sport remains undeniable, and her connection to fans through platforms like TikTok will continue to be a significant aspect of her career.

With the app still unavailable in the U.S., tennis fans will have to wait and see if Gauff's hopes for a TikTok return become a reality in the near future.

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