Tether, the leading global stablecoin issuer, is making a significant and strategic move back into the highly competitive U.S. market with the launch of its new USAT stablecoin. The company is positioning USAT as a direct rival to established players like Circle's USDC and PayPal's PYUSD.
To drive mass adoption, Tether is leveraging its substantial 48% ownership stake in the video-sharing platform Rumble. At the Token2049 event, Tether CEO Paolo Ardoino announced that Rumble will integrate a crypto wallet powered by Tether's infrastructure, providing direct support for USAT.
This partnership is key because Rumble has 51 million monthly active users, primarily in the U.S. Ardoino noted the strategy's goal is to "prove how we can convert 51 million active users, mostly in the United States, to use stablecoins." Tether is betting that Rumble's pro-crypto audience will accelerate USAT adoption where traditional financial channels have lagged.
Unlike its flagship stablecoin, USDT, which faces regulatory headwinds in the U.S., the new USAT is specifically designed for the American market. It will be fully regulated and dollar-backed, addressing the essential compliance requirements for U.S. growth.
By embedding USAT directly into a major consumer-facing platform like Rumble, Tether aims to make stablecoin use part of the everyday digital environment for millions of Americans, moving it beyond just a crypto trading tool.
This ambitious move links entertainment, finance, and crypto in one ecosystem, with the potential to not only solidify Tether's U.S. presence but also reshape how financial tools are integrated into popular digital platforms.
October 2025, Cryptoniteuae