TikTok Oracle. fifth finds

Oracle is looking like the top choice for handling TikTok’s US user data, as the platform faces increasing pressure to distance itself from Chinese ownership. Reports say Oracle is the ‘preferred partner’ for storing U.S. data, a move aimed at calming national security concerns.

This isn’t the first time TikTok has been under scrutiny in the U.S. Previous plans, such as Project Texas, were meant to ease worries, but the debate hasn’t gone away. And with ongoing political pressure, there’s even more attention on what happens next.

For Creators and brands, any changes could impact how content gets seen in the feed. Whether this deal goes through or not, platforms are facing more pressure to prove user data is secure. One to keep an eye on.

Nostalgia is the blueprint for culture.

From rebooted TV shows to fashion inspired by early 2000s pop stars, nostalgia isn’t just having a moment, it’s shaping everything. Culture Vulture dives into how brands are repackaging the past and selling it back, from Y2K aesthetics to the resurgence of flip phones.

For Gen Z, nostalgia hits differently. It’s not just about reliving memories, it’s about experiencing trends they were too young for the first time around. From digital cameras to low-rise jeans, the past is being rediscovered and rebranded for a new audience.

Not only is it about sentimentality, it’s about familiarity. In a world of endless choice, nostalgia cuts through, giving users something that feels safe but still fresh. For Creators and brands, it’s a reminder that the past isn’t just something to reference, it’s a powerful tool to connect with audiences in the feed.

Cultural Fluency: Merchandise.

We’re excited to share the first episode from our documentary which we created to give insight into our philosophy and approach to research.

In this documentary, we meet and develop connections with fans, subcultures and communities, gaining deep insight into what matters to them. Whilst we looked at the rise of brand merchandise, several themes emerged which we explore in each episode.

Here in episode 1, we focus on Nostalgia which became a recurring theme as to why people develop collections of items. But why is nostalgia seemingly everywhere right now?

In the face of rapid technological change, political and societal unrest, nostalgia has flourished; from Stranger Things, to indie-sleaze and the return of vinyl records and analogue synthesisers. We hold on to these fragments of simpler times to comfort ourselves as they offer something familiar in an otherwise unpredictable world.

Head over to our website to read the rest of our learnings and watch the video in full.

We look forward to sharing more episodes and insights from our documentary with you over the coming weeks!

Dish: Waitrose’s podcast serving up culinary inspiration.

Waitrose’s ‘Dish’ podcast is a delightful listen for food enthusiasts. Each episode features hosts Angela Hartnett and Nick Grimshaw chatting with celebrity guests, such as Steve Coogan and Joanna Lumley, sharing recipes, cooking tips, and stories that celebrate the joy of food. It’s a warm, engaging way to explore new culinary ideas and connect with the food community.

5 million paid subscriptions.

Substack has hit a major milestone, now boasting 5 million paid subscriptions. That’s not just a win for the platform, but a sign that users are willing to pay for content that feels valuable, independent, and direct.
Whilst the wider digital landscape is shifting towards algorithm-driven feeds, Substack is proving that audiences still crave a direct line to their favourite voices. The platform’s model empowers writers and Creators to own their audience and revenue, building loyal communities outside of traditional media structures.
For brands and Creators, it’s another reminder that users are seeking depth over doomscrolling. The rise of paid subscriptions signals a shift in how audiences consume content, and that there’s real value in building engaged, dedicated followings.

U.S. TikTok ban? What happens next?

In our latest ‘Ask the CEO’ we asked our CEO Oliver Lewis his thoughts and predictions on the looming TikTok ban in the U.S. set for 5th April.

Olly touches on the following key points:

• Trump’s history with TikTok: first a ban, then a deal with Oracle – now, Trump sees its political power. 
• Sell or shut down: The Supreme Court upheld the federal law, meaning ByteDance must divest TikTok’s US operations or face closure.
• Who’s buying? Billionaires and tech giants (Zuckerberg? Musk? AI startups?) are circling, but no one’s openly admitting interest.
• More delays likely: Expect a structured deal with a US-backed investor and an extended deadline.
• Reels & Shorts on the rise: TikTok creators are diversifying fast. 

Is this really about data security, or who controls the data? And will Trump make ‘the deal’ or let it go? 🎥 Watch our video for Olly’s full breakdown.

Want to receive weekly updates? Sign up to our mailing list here to have Fifth Finds delivered straight to your inbox!