TikTok is a tale of two apps. The Chinese company ByteDance released a video-sharing social network app called Douyin in 2016. That app still exists separately in China.
It named the international version of its app TikTok when it released it in 2017. Much of TikTok's Western audience initially followed Musical.ly, which Bytedance merged into TikTok in 2018. Although TikTok and Douyin are quite similar in terms of user interface and features, they are not identical and are being customized for their respective markets.
TikTok has become exceptionally popular in recent years, particularly with the younger Millennials and Generation Z. The platform's rise to popularity has caught the attention of many marketers who want to reach a younger audience.
As TikTok has expanded globally, it has introduced new features like TikTok Shop, which is transforming how brands engage with consumers. To explore these strategies in-depth, you can check out the video below by Influencer Marketing Hub:
Here are some TikTok statistics that can inform your marketing strategy and help you understand the platform's potential for the success of your business.
TikTok User Statistics
1. TikTok Has 1.58 Billion Monthly Active Users Worldwide
TikTok's user base has significantly grown recently, reaching 1.58 billion monthly global active users as of April 2024. Since this number doesn't include users from China on Douyin, the total number of TikTok users is even higher.
2. Indonesia Has the Largest TikTok Audience
As of July 2024, Indonesia topped the list of nations with the largest TikTok audience, numbering 157.6 million from all age groups. The US ranks second with 120.5 million users, followed by Brazil with 105.2 million.
Countries with the largest TikTok audience
Joining the rest of the top 10 nations with the highest TikTok users are Mexico, Vietnam, Pakistan, the Philippines, the Russian Federation, Thailand, and Bangladesh.
3. TikTok’s Audience Mainly Consists of Millennials and Gen Z
Statista’s July 2024 data shows that most TikTok users are 18 to 24 (15.9% female and 18.9% male) and 25 to 34 (14.9% and 19.1%) years old. Male and female TikTok users aged 35 and up fell below 10%.
Distribution of TikTok users worldwide
Moreover, the latest Statista data shows a higher percentage of male (54.8%) than female (45.2%) TikTok users.
These statistics reinforce the notion that TikTok has a strong appeal among younger demographics, particularly Millennials and Gen Z, who are key drivers of the platform's vibrant and dynamic content culture.
4. TikTok Is More Popular Than Facebook Among Gen Z
In a Klarna survey, it was found that TikTok is more popular among Gen Z than Facebook in all 18 countries surveyed except the Czech Republic. Marketers whose target audience includes Gen Z should consider diverting their advertising budget to TikTok.
5. Most of TikTok's Weekly US-Based Users Are Female
Most weekly TikTok users in America are female and live in the city, according to YouGov's US TikTok Report 2024. They are also likely to have children. As of March 2024, 55% of weekly TikTok users are female, compared to 51% of the general population. Additionally, 50% of weekly TikTok users reside in urban areas, significantly higher than the 37% of the general population.
Furthermore, 45% of weekly TikTok users are parents, showcasing a notable family-oriented demographic within the platform. This urban, predominantly female user base highlights TikTok's unique reach among city-dwelling parents, making it a strategic platform for advertisers targeting this audience.
6. Most TikTok Users in the US Oppose the TikTok Ban
In 2024, the American Congress passed a law that would either ban TikTok or force the company's sale to a US buyer within the next year. The Yougov report said 45% of US-based TikTok users oppose this ban, while 34% support it. As for the general public, 27% oppose the ban, and the same percentage are unsure about their choice.
7. TikTok Is Available in 150+ Countries
According to official statistics, TikTok is available in over 150 markets. It's also the most downloaded app in 40+ countries. Every 1 in 4 TikTok users is not present on any other platform, which indicates that the platform is a great place for brands to reach new audiences and expand their global presence.
With these numbers in mind, brands can understand the kind of global impact they can make by leveraging TikTok. If you plan on expanding your reach globally, make sure to develop a strategy keeping these global users in mind.
8. TikTok Penetration Has Increased Across the World
The United Arab Emirates has the highest TikTok penetration rate (128.3%) or number of active TikTok users compared to the general population. Saudi Arabia is in second place at 120.3%, followed by Malaysia, Vietnam, Chile, Thailand, Mexico, Indonesia, and Colombia.
TikTok Usage Statistics
1. In the US, Time Spent on TikTok Is the Highest
Of all major social media platforms, TikTok has the highest average time spent per user in the US at 53.8 minutes a day. People spend 48.7 minutes on YouTube, 34.1 on X, and 33.1 on Instagram per day.
The worldwide monthly dwell time on TikTok is also the longest at 34 hours, followed by YouTube (28 hours and 5 minutes) and Facebook (19 hours and 47 minutes).
Time spent using Social Media Apps
2. Weekly TikTok Usage in the US Has Quadrupled
Despite the passing of a bill that could result in a TikTok ban and a history of attempts to ban the app in the country, the average weekly time spent on TikTok has quadrupled in the US since 2021.
Most average weekly users are aged between 25 and 34, a shift from 2022 when this demographic was aged 18 to 24. It seems like the app is gaining popularity among older users, too.
68% of the 25 to 34-year-olds who use TikTok every week also post on it, compared to 67% of 18 to 24-year-olds.
3. 2 in 5 Americans Use TikTok As a Search Engine
According to a report from Adobe, TikTok is quickly becoming a popular search engine for Gen Z and millennial users. In fact, 2 in 5 Americans are now using the short-form video app as a way to discover new products and services.
Similarly, 1 in 10 Gen Z users are likely to use TikTok as a search engine rather than Google. While Google is still the most useful form of information-searching platform, 17% of users find TikTok to be a useful resource.
The search feature in TikTok allows users to find videos related to their interests and discover new content creators. Plus, the comment section also has a search bar related to the video's content, allowing users to find more relevant information, such as the source of the trend the creator is showcasing.
4. Most People Search for New Recipes and Music on TikTok
When used as a search engine, 36% of users search for new recipes, and 35% search for new music. Other use cases for the platform include DIY tips, fashion advice, workout routines, beauty advice, beauty advice, and product recommendations.
5. People Find New Topics on TikTok
TikTok reports that its users are 1.8x likely to agree the platform introduces them to new, interesting topics that they previously did not know they liked. What this means for brands is that TikTok is just the platform for reaching new audiences who have not yet been exposed to their products and services.
6. 32% of US Adults Get Their News From TikTok
According to a Pew Research Center poll conducted in March 2024, TikTok users below 30 turned to the platform to keep up with politics (48%) and to get news (52%). These percentages are also high among TikTok users in the 30-49 age bracket (48% for politics, 52% for news). Meanwhile, the use of this channel for news and politics drops below 30% among those in the 50-64 (22% for politics, 29% for news) and 65+ (24% for politics, 23% for news) age ranges.
These figures show that TikTok is not merely all fun and games.
Young Adults Use TikTok to Stay Informed on Politics and News
As mentioned earlier, many people say they find new topics on the platform. Some of these topics are news-related, giving users a chance to stay informed about events outside their country or those not reported by traditional media.
7. 50% of Gen Z Use TikTok for Social Commerce
TikTok is the second leading social media platform next to Instagram, where Gen Z users go to shop. 63% of this age group shop on TikTok, while less than half of millennials (49%), Gen X (35%), and boomers (23%) use this platform for social commerce.
Leading social media platforms for shopping worldwide
TikTok Download Statistics
1. TikTok Ranks Third As the Most Downloaded Mobile App
When ranked against other leading mobile apps, TikTok is the third most downloaded app at 46 million downloads—behind Facebook’s 59 million and Instagram’s 58 million—based on Statista's March 2024 figures.
TikTok recorded 232 million downloads in the last quarter of 2023. This figure may be lower than Q3 2024’s 273.31 million, but it was higher than the 198.34 logged in Q4 2022.
2. TikTok Download Rates Were the Highest in Brazil in 2023
The latest Statista data on TikTok download rates per nation shows Brazil on top of the list at 5.62 million downloads in June 2023. Indonesia (4.91 million), Mexico (3.95 million), Pakistan (3.59 million), and the US (3.53 million) complete the top 5.
Number of TikTok downloads worldwide
3. TikTok Is a Top Favorite Among iPhone Users
TikTok has also made a spot for itself in Apple's must-have apps list. It's on there with other popular apps like ChatGPT, Threads, Temu, and WhatsApp.
TikTok Engagement Statistics
1. TikTok Has a Higher Engagement Than Instagram
According to our Influencer Marketing Benchmark Report, TikTok accounts with over a million followers have an engagement rate of 10.53%, compared to 0.95% of Instagram accounts with the same number of followers.
Similarly, TikTok accounts with 1k to 5k followers have a high engagement of 15.04%, while Instagram accounts with less than 5k followers have an engagement rate of 4.21%.
Both these statistics show the potential of nano-influencers and micro-influencers. These are small-scale influencers with a highly engaged and niche audience. Brands can work with them to run their highly-targeted niche-specific campaigns without breaking the bank.
2. The Number of Video Views Is The Top KPI of a TikTok Post's Success
Higher engagement—particularly in the initial hours and days after uploading new content—will trigger TikTok’s algorithm to show it to more people who share the same interests. The platform will interpret highly engaging posts as high-quality content.
In our "TikTok Marketing Report 2024," 62.2% of marketers we surveyed said the number of video views is the top key performance indicator (62.2%), followed by likes and comments (27.7%), hashtags and shares (5.5%), and conversion rates (4.5%).
3. Gen Z TikTok Users Are Likely to Engage With a Brand
Gen Z users who come to TikTok during their online shopping journeys are 1.2x more likely to engage with a brand compared to other social media apps and platforms.
4. TikTok Users Are Engaged With Storytelling
According to an official TikTok report, ads with intriguing narrative structures keep viewers watching them for 1.4x longer. The key ingredient is curiosity, which brands have to learn to incorporate into their advertising campaigns.
5. Posts From Sports Teams, Non-Profits, and Influencers Have the Highest Engagement
RivalIQ's 2024 TikTok Benchmark Report shows that the highest engagement per view comes from content posted by sports teams at 9.2%, followed by non-profits (5.2%), influencers (4.9%), alcoholic beverage manufacturers (4.3%), and higher education entities (4.1%).
TikTok Revenue and Financial Statistics
1. TikTok Posted $16 billion in Revenues in 2023
TikTok earned $16.1 billion in revenues in 2023—67% higher than in 2022—from advertising, in-app purchases, and social commerce. We share more ad-related data in the section “TikTok Advertising Statistics.”
2. TikTok's Quarterly Revenues Surpasses the $4-Billion Mark in Q3 2023
TikTok's revenue hit $4.24 billion in the third quarter of 2023 after its quarterly revenues reached the $3-billion range in Q4 2022 and stayed there until Q2 2023. After the social channel posted $4.99 billion in revenues for Q4 2023, Q1 2024 revenues dipped to $4.583 billion.
3. TikTok Benefits the US Economy
The use of TikTok by small and medium-sized businesses (SMBs) contributed $24.2 billion to the country's gross domestic product (GDP) in 2023, according to a joint report by TikTok and Oxford Economics. Of all U.S. states, TikTok has had the most impact on SMBs in California, Texas, Florida, New York, and Illinois.
When turning this number into total employment created/supported, it comes to 224,000 jobs in the US. That’s 165,000 more jobs compared to the same study in 2022. When asked about TikTok’s business contribution, 39% of SMBs say access to the app is crucial for their business’s existence. Another 39% say TikTok has allowed them to generate supplemental or principal income, while 69% say TikTok has directly led to increased sales over the past year.
Of all SMBs, the food and beverages industry benefited the most from the platform, seeing a $4.1 billion revenue growth through TikTok's advertising and marketing potential.
Other industries that saw a massive increase in revenue are tradespeople, health and wellness, automotive, business services, travel and tourism, and real estate.
4. Return on Investment from TikTok Declines But Still Among Top 5
16% of B2B marketers reported in May 2023 that TikTok has the second-highest ROI, only behind Facebook and tied with YouTube and Instagram. The revenue generation can be attributed to the platform's ad offerings, including brand takeovers, in-feed ads, Shop, and hashtag challenges.
However, TikTok’s ranking as a leading ROI driver declined after a few months to fourth place (24%). Also conducted by Statista, the poll in September of the same year showed that Facebook tied with Instagram in first place (29% each), followed by YouTube (26%). TikTok was ahead of X and LinkedIn (tied at 16%) and Snapchat and Pinterest (tied at 6%).
Read our guide on How TikTok Ads Work to know more about the various advertisement options.
5. TikTok Delivers the Highest ROI for Short-Form Video
Our report also found that 42% of marketers believe TikTok delivers the highest ROI for short-form video, followed by Instagram at 34%. Since TikTok is practically synonymous with short-form video, it's not surprising that it leads the pack in this category.
Some forms of short videos brands can create are:
- Product demos and reviews
- Unboxings and hauls
- Behind-the-scenes footage
- Sneak peeks (for new products and campaigns)
- How-to tutorials
- Challenges and trends
TikTok for Business Statistics
1. Consumer Spending on TikTok Has Reached $15 Billion
Global consumer spending on TikTok is worth $15 billion, based on Sensor Tower's report comparing in-app purchases among top mobile apps from January 2014 to August 2024. TikTok ranks second behind "Honor of Kings."
Top Apps by all-time global consumer spend
Moreover, the platform is the first among only three non-gaming apps in the consumer insight firm's Top 10 list. YouTube and Tinder each posted around $8 billion across Google Play and iOS within the same period. In-app spending was highest in China (46.5%), followed by the US (21.6%), Germany (3.3%), Japan (2.9%), and Saudi Arabia (2.6%).
Share of TikTok consumer spend by market iOS and Google Play
2. A Third of TikTok Users Shop In-App
TikTok Shop is the social media platform's in-app shopping feature, which allows users to shop for products directly from the app. YouGov's US TikTok Report 2024 says 31% of TikTok users have purchased something from the Shop, while 28% are aware of the feature but haven't bought anything yet.
Also, 40% of TikTok users believe that Shop sellers are as trustworthy as other e-commerce platforms, while 19% think they are more trustworthy.
3. 43% of TikTok Users Would Buy Clothes from TikTok Shop
Of people who are aware of the presence of the TikTok Shop feature, 43% said they would buy clothes from the platform, while 33% say they are likely to buy home decor. Other items that people are interested in buying are beauty products, arts and crafts, tech products, food products, and branded merchandise.
4. 58% of TikTok Users Would Buy From TikTok Shop With Discounts
Coupons and special discounts are the key driving forces behind sales on TikTok Shop for 58% of TikTok users. Also, 45% of users would buy from the platform to support a small business, and 25% would make a purchase to support a creator they follow. Other motives include community interaction, trendy products, and the ability to stay in the app.
5. TikTok Promotions Increase Sales for Businesses
In other findings of the TikTok-Oxford Economics study, 97% of businesses with more than 10,000 followers say that their sales increase after promoting their products and services with TikTok. In comparison, 90% of businesses with over 4,000 to 10,000 followers and 86% of businesses with 4,000 or fewer followers say the same.
Similarly, 88% of businesses with more than 10,000 followers also said they have sold out of a product after a TikTok promotion. The same is true for 72% of businesses with over 4,000 to 10,000 followers and 71% of businesses with 4,000 or fewer followers.
These numbers highlight TikTok's effectiveness as a marketing tool, capable of driving substantial sales and inventory turnover for businesses, regardless of their follower base size.
TikTok Influencer Statistics
1. Khabane Lame Has the Most Followers on TikTok
Khabane Lame, also known as Khaby Lame, is the most followed person on TikTok with over 162.6 million followers. He gained popularity for his comedy and reaction videos, often using just facial expressions and gestures to convey humor.
Charlie D'Amelio ranks second with 155.4 million followers, followed by Jimmy Donaldson, aka MrBeast, with 97.6 million followers.
2. Influencers Swaying Consumer Purchasing Decisions
TikTok users are likely to trust products and services recommended by influencers they follow. Compared to only 46% of the general population, 64% of TikTok users told YouGov that advertising helps them make purchasing decisions.
Similarly, 47% of TikTok users in the US say they trust product recommendations from social media influencers and celebrities. Meanwhile, about 59% of US TikTok weekly users report making impulsive purchases.
This demonstrates the powerful influence TikTok has in shaping consumer behavior, with its users not only trusting but acting on influencer endorsements. Consequently, brands collaborating with TikTok influencers can effectively reach and convert a highly engaged and impressionable audience.
3. 67% of TikTok's Female Shoppers Rely on Creator Recommendations
Brands that have a female-centric product or plan to work with female influencers will benefit from TikTok's highly engaged female audience.
According to a TikTok for Business blog article, 67% of women who use the platform depend on creator recommendations to make purchase decisions. Likewise, women make up 77% of TikTok users who monetize their accounts.
4. The Average Cost of Influencer Content on TikTok is $460 $520
Collabstr's 2024 Influencer Marketing report shows that TikTok creators typically charge $520 for content—around 13% higher than their 2023 average rates. This price is lower than the average YouTube influencer content ($816) but higher than Instagram ($418) and user-generated content ($356). Since 24% of all TikTok influencers offer paid services on the platform, brands are spoilt for choice when it comes to TikTok influencer marketing.
Marketers can also work with influencer marketing agencies to find the right creators for their campaigns.
TikTok Content and Trend Statistics
1. Watching Entertaining Content Is the Top Reason for Using TikTok
For many users, the app's original content featuring music and dance videos is what keeps them coming back. According to the YouGov 2024 report, 50% of users reported watching “fun or entertaining” content as their reason for using the platform. 36% of users also enjoy using the app to share things they find interesting. Meanwhile, 31% use it to keep up to date with their favorite celebrities.
Interestingly, 31% of the users are also on the platform to keep up with the news, especially the content that doesn't always make it to mainstream media.
2. 50% of Businesses Create Marketing Content Specific to Their Audiences
Half of the respondents to the TikTok-Oxford Economics study said they create marketing content for target audiences that they have identified through the platform's app. In the same survey, 45% of respondents said that a significant portion of their brand's success or growth is due to TikTok marketing efforts.
3. Marketers Rank AR Content and Live Streaming As Top Opportunity Areas
42.3% of the marketers polled for our "TikTok Marketing Report 2024" consider augmented reality as the most lucrative content format to pursue in 2024 and beyond. Creators can harness TikTok's Effect House for customized AR effects. Live streaming for direct sales (30%), expanding to overseas markets (14.1), and using more sophisticated influencer partnership models (13.6%) are other opportunity areas.
TikTok Advertising Statistics
1. TikTok Ads Can Reach 1.604 Billion Users
TikTok's ad reach for adults aged 18 and above is 1.604 billion, based on Meltwater and We Are Social's "Digital 2024 July Global Digital Statshot Report." This figure is 3 billion more than Instagram's potential ad reach.
The joint research noted that TikTok's ad tools have a smaller coverage (audiences aged 18 and up) than Instagram's scope (audiences aged 13 and up). Thus, TikTok's total ad reach may be higher if the platform's tools account for audiences aged 13 to 17.
2. TikTok's CPM Is Lower Than Meta’s Rates
August 2024 data compiled by Gupta Media shows that TikTok's average CPM of $3.59 is lower than Meta's (Facebook and Instagram) $6.99.
Platform average CPM
3. TikTok Ad Costs Are Rising Fast
TikTok's ad rates are rising at 12.28% year-on-year, reportedly almost 2x as fast as Meta's ad rates growth, according to Gupta Media. Its analysis of TikTok’s monthly ad rates between September 2022 and August 2024 showed that costs peaked during Black Friday and Cyber Monday. Meanwhile, ads were the least expensive in January.
Wednesday was typically the most expensive day to place ads on TikTok. CPM on this day averaged $3.43 CPM based on an analysis of data from Gupta Media's Social Media CPM Tracker. Meanwhile, ad rates in December averaged $4.15 CPM—the most expensive month for advertising.
4. TikTok Ad Revenues From the US Hit $10.1 Billion in 2023
Statista pegged TikTok's 2023 US ad revenues at $10.1 billion, the third highest behind Facebook's $36.3 billion and Instagram's $21.3 billion.
eMarketer forecast in March 2024 that TikTok's US 2024 ad revenues will be worth $10.42 billion. The market research agency said the amount will represent 12% of American ad spend on social networks and 3.4% of total expenses on digital ads in the US.
Wrapping Up
The TikTok statistics listed above reinforce our belief that the platform's popularity will only grow bigger in the coming years.
Brands can take advantage of it by developing entertaining content and creating real-time engagement opportunities through LIVE sessions. It's also evident that Gen Z and millennials are the main demographics on TikTok, making it a goldmine for targeting these groups.
Similarly, influencer marketing seems to be an effective strategy on TikTok. Influencer-led brand campaigns and collaborations tend to have a significant impact on driving purchases.
All in all, there's a lot to learn from these statistics. Use the insights shared above to adapt and develop your TikTok marketing strategy and boost your returns.
Check out the leading TikTok Marketing Agencies Here
Frequently Asked Questions
How does an awareness of TikTok statistics help with marketing strategy?
Reaching and attracting TikTok users is easier when you have information about what these audiences are like, how they use the channel, the platform's potential reach, and how other players in your field use TikTok to grow followers and sales.
How reliable are TikTok’s analytics?
TikTok users with a business account can access the platform's analytics tool. However, you must have at least 100 followers to view more audience demographics such as gender, top territories (follower locations), and follower activity (time your followers are most active on TikTok).
The available data provides a good start to analyzing content performance. However, the tool has limitations. For instance, its analytics are updated every 24 hours, so a third-party solution will be necessary if you need real-time tracking. Users also report delays and discrepancies when synchronizing data across several devices, resulting in skewed results.
How many active users does TikTok have worldwide?
TikTok has 1.58 billion active users worldwide monthly.
Which countries have the most TikTok users?
July 2024 data from Statista shows that the following nations have the highest TikTok audiences:
- Indonesia
- The US
- Brazil
- Mexico
- Vietnam
- Pakistan
- The Philippines
- The Russian Federation
- Thailand
- Bangladesh
In what countries is TikTok penetration the highest?
TikTok penetration or adoption and active use is fastest in the following countries based on July 2024 Statista-Kepios data:
- UAE
- Saudi Arabia
- Malaysia
- Vietnam
- Chile
- Thailand
- Mexico
- Indonesia
- Colombia
How much time do users spend on TikTok daily?
US-based users spend an average of 53.8 minutes on the platform daily, according to Statista’s July 2023 data. Meanwhile, the global average time spent on TikTok per month is 34 hours, based on figures gathered by data.ai from July to September 2023.
| Social Media Network | US (minutes per day) | Worldwide (per month) |
| TikTok | 53.8 | 34 hours |
| YouTube | 48.7 | 28 hours and 5 minutes |
| Twitter/X | 34.1 | 4 hours and 40 minutes |
| 33.1 | 15 hours and 50 minutes | |
| 30.9 | 19 hours and 47 minutes | |
| Snapchat | 30 | 3 hours and 33 minutes |
| 24.1 | ||
| 17 hours and 6 minutes | ||
| Line | 8 hours and 14 minutes | |
| Telegram | 3 hours and 45 minutes | |
| 1 hour and 49 minutes | ||
| 51 minutes |
Which age groups have the most TikTok users?
TikTok has the highest number of users in the 18 to 24 and 25 to 34 age brackets, according to July 2024 data from Statista.
| Age Group | Male | Female |
| 18 to 24 | 18.9% | 15.9% |
| 25 to 34 | 19.1% | 14.9% |
| 35 to 44 | 8.8% | 6.9% |
| 45 to 54 | 4.3% | 3.8% |
| 55+ | 3.7% | 3.7% |
What are the top reasons TikTok users stay glued to the platform weekly?
Results of a YouGov survey held every March from 2022 to 2024 showed that TikTok users across all age groups primarily used TikTok weekly to view fun content.
| Reasons for Using TikTok | All (18+) | 18-24 | 25-34 | 35-44 | 45-54 | 55+ |
| Watching fun content | 50% | 52% | 48% | 44% | 58% | 54% |
| Sharing "entertaining/interesting things." | 38% | 45% | 43% | 35% | 29% | 29% |
| Keep up to date with celebrities | 31% | 38% | 35% | 32% | 29% | 26% |
| Stay updated with news | 31% | 34% | 35% | 30% | 23% | 21% |
| Follow interesting people or industry experts | 29% | 32% | 29% | 28% | 22% | 20% |
What is the most important metric for going viral on TikTok?
Marketers polled for our "TikTok Marketing Report 2024" consider video views as the top key performance indicator (62.2%), followed by likes and comments (27.7%), hashtags and shares (5.5%), and conversion rates (4.5%).
Which sectors attract the highest engagement when they post on TikTok?
Content posted by sports teams draws the highest engagement (9.2%) based on RivalIQ's 2024 TikTok Benchmark Report. Other industries with highly engaging posts include non-profits (5.2%), influencers (4.9%), liquor makers (4.3%), and higher education institutions (4.1%).
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