- TikTok now has 200M monthly users in Europe, up from 175M in 2024.
- Oxford Economics estimates SMEs on TikTok contributed €4.8B to local economies and supported 51,000 jobs.
- Cultural initiatives like #BookTok and a dedicated STEM feed continue to broaden TikTok’s social impact.
- Political leaders across Europe use TikTok to engage with citizens.
- Growth in Europe provides strategic resilience as TikTok faces U.S. divestment debates and regulatory pressures.
Growth in Europe underscores the platform’s resilience as U.S. divestment debates loom.
TikTok has crossed a major milestone in Europe, announcing that more than 200 million people across the continent now use the app monthly. That’s a sharp increase from 175 million users last year, pushing the platform’s reach to nearly one-third of the population across the European Economic Area (EEA) and the UK.
The growth signals TikTok’s strengthening position in a region that has become central to its long-term strategy, particularly as regulatory challenges mount in the United States.
Marlene Masure, General Manager of Content Operations for EMEA, framed the achievement as a reflection of TikTok’s growing cultural and economic footprint:
“Our European community goes from strength to strength, with more than 200 million people now regularly coming to TikTok to be entertained, learn new hobbies or skills and make a living. As our community grows, so does the economic, cultural and societal impact that TikTok adds to Europe’s rich ecosystem.”
Economic and Cultural Contributions
The scale of TikTok’s European presence extends beyond entertainment. According to research by Oxford Economics, the activity of small and medium-sized businesses on TikTok has added €4.8 billion to the economies of Germany, France, Italy, the Netherlands, and Belgium, supporting more than 51,000 jobs.
TikTok’s algorithm-driven discovery system continues to make it easier for entrepreneurs to reach new customers without massive followings, turning niche creators into business drivers.
On the cultural side, TikTok has become embedded in Europe’s creative fabric. Partnerships with major cultural institutions such as the Royal Shakespeare Company and Italy’s Uffizi Gallery have broadened access to the arts, while communities like #BookTok have fueled renewed interest in reading among younger audiences.
The app’s dedicated STEM feed, launched last year, has added an educational dimension, with 25% of teens globally now visiting it weekly.
Political and Social Reach
TikTok’s influence has also moved into the political sphere. Prominent figures, including French President Emmanuel Macron, Italian Prime Minister Giorgia Meloni, and the UK Government maintain official accounts, underscoring the platform’s growing role in political communication. TikTok has positioned itself as not only a cultural hub but also a space where civic and political conversations unfold.
@emmanuelmacron Bien joué…
These developments come despite the platform facing significant fines in Europe, including a €530 million penalty earlier this year from EU regulators for data privacy violations. The milestone suggests that regulatory headwinds have yet to meaningfully dent user growth or engagement.
The U.S. Contrast
While TikTok’s European story is one of expansion, its U.S. outlook is clouded by political scrutiny. With 170 million U.S. users, the platform remains a critical market, particularly for e-commerce and advertising. But mounting calls for ByteDance, its Chinese parent company, to divest TikTok’s U.S. operations could reshape its future there.
In this context, Europe’s growth has become a hedge against potential losses. The continent not only represents a massive and expanding user base but also a key testing ground for TikTok’s efforts to integrate commerce, culture, and entertainment into a single platform.
A Platform Consolidating Its Place in Europe
The 200 million user milestone cements TikTok’s role as one of the most influential digital ecosystems in Europe. From powering new jobs and industries to shaping cultural and political discourse, TikTok’s expansion underlines its staying power even as global challenges intensify.
As Masure emphasized, the platform’s trajectory is about more than user numbers:
“On TikTok, ideas have turned into careers, passions into viable businesses, niche interests into thriving communities, and I want to thank the more than 200 million people that make TikTok what it is today across Europe.”
