TikTok is a social media platform that revolutionized social media platforms. Today we know reels, shorts, and short-form videos, which are the brainchild of TikTok only. Are you thinking of utilizing TikTok for business or content creation? It is important that you understand the 17 important stats that every marketer should know.
By History
- In China, Doulyn was launched in September 2016 by Zhang Yiming.
- Doulyn was hugely successful in China. So the makers decided to expand it worldwide and TikTok was launched
| Year | Event |
| 2017 | TikTok was launched worldwide. |
| 2018 | ByteDance acquired Musical.ly. |
| 2018 | Musical.ly users were migrated to TikTok, leading to rapid global growth. |
| 2019 | TikTok surpasses 1 billion global downloads. |
| 2020 | TikTok experiences massive growth during the COVID-19 pandemic. |
| 2021 | TikTok reaches 1 billion active users worldwide. |
(source-techbullion)
- BY REGION
Here is the table showing the numbers of TikTok users in different regions of the world.
| Year | Asia Pacific | North America | Europe | LatAm (Latin America) | MENA(Latin America and the Middle East and North Africa) |
| 2024 | 854,000,000 | 233,000,000 | 284,000,000 | 217,000,000 | 178,000,000 |
| 2023 | 682,000,000 | 192,000,000 | 238,000,000 | 207,000,000 | 171,000,000 |
| 2022 | 590,000,000 | 169,000,000 | 199,000,000 | 168,000,000 | 129,000,000 |
| 2021 | 404,000,000 | 110,000,000 | 138,000,000 | 97,000,000 | 82,000,000 |
| 2020 | 300,000,000 | 82,000,000 | 104,000,000 | 61,000,000 | 55,000,000 |
| 2019 | 185,000,000 | 49,000,000 | 59,000,000 | 33,000,000 | 28,000,000 |
| 2018 | 88,000,000 | 12,000,000 | 8,000,000 | 5,000,000 | 6,000,000 |
(source-seo.ai)
- By Country
TikTok is used in 160 countries
- The highest user base is present in Indonesia and the USA.
- Here is the table showing TikTok users in various countries according to July 2024
| Rank (as of July 2024) | Country | TikTok Users (in millions) |
| 1 | Indonesia | 157.6 |
| 2 | United States | 120.5 |
| 3 | Brazil | 105.2 |
| 4 | Mexico | 77.54 |
| 5 | Vietnam | 65.64 |
| 6 | Pakistan | 62.05 |
| 7 | Philippines | 56.14 |
| 8 | Russian Federation | 56.01 |
| 9 | Thailand | 50.81 |
| 10 | Bangladesh | 41.14 |
| 11 | Egypt | 37.65 |
| 12 | Turkey | 37.5 |
| 13 | Iraq | 33.17 |
| 14 | Saudi Arabia | 31.56 |
| 15 | Nigeria | 29.74 |
| 16 | Colombia | 28.62 |
| 17 | Malaysia | 27.3 |
| 18 | Japan | 24.99 |
| 19 | United Kingdom | 22.92 |
| 20 | France | 22.77 |
(source-statista)(source-analyzify)
- By Number Of Users
- There are 1.925 billion TikTok users worldwide.
- In the USA, there are 170 million monthly active users
- Here is a table showing the number of TikTok users from 2018 to 2025.
| Year | TikTok users |
| 2025 (estimated end of year) | 2,263,000,000 |
| 2024 | 1,925,000,000 |
| 2023 | 1,587,000,000 |
| 2022 | 1,366,000,000 |
| 2021 | 902,000,000 |
| 2020 | 700,000,000 |
| 2019 | 381,000,000 |
| 2018 | 133,000,000 |
(source-seo.ai)
- By Time Spent
The amount of time spent by users on TikTok has kept on increasing.
- In 2024, People spent almost 58 minutes (on average) on TikTok
- Here the table shows TikTok Monthly Usage by Country. People of Australia spend the maximum time on the platform.
| Country | Average Monthly Time Spent (Hours) |
| Australia | 30 hours |
| Indonesia | 29 hours |
| Argentina | 20 hours |
| South Africa | 20 hours |
Here is the table showing the average daily time spent on TikTok (year-wise)
| Year | Average daily time spent on TikTok | Change over the previous year |
| 2024 | 58 minutes, 24 seconds | ↑ 3 minutes, 36 seconds |
| 2023 | 55 minutes, 48 seconds | ↑ 3 minutes, 48 seconds |
| 2022 | 52 minutes | ↑ 6 minutes, 42 seconds |
| 2021 | 45 minutes, 18 seconds | ↑ 6 minutes, 42 seconds |
| 2020 | 38 minutes, 36 seconds | ↑ 11 minutes, 12 seconds |
| 2019 | 27 minutes, 24 seconds | – |
Here is the table showing TikTok Global User Demographics (July 2024)
| Gender | Percentage of Users |
| Women | 45.2% |
| Men | 54.8% |
Here is the table showing female and male users according to the age groups
| Age Group | Proportion of TikTok Users | Female | Male |
| 18-24 years | 34.8% | 15.9% | 18.9% |
| 25-34 years | 34.0% | 14.9% | 19.1% |
| 35-44 years | 15.7% | 6.9% | 8.8% |
| 45-54 years | 8.1% | 3.8% | 4.3% |
| 55+ years | 7.4% | 3.7% | 3.7% |
(source-seo.ai)(source- statista)
- By Usage
Here is the table showing TikTok User Activities (as of 2024)
| Activity | Percentage of Users |
| Following or researching brands/products | 45% |
| Keeping up with news and current events | 39% |
| Posting or sharing photos/videos | 29% |
| Messaging friends and family | 18% |
Here is the data in table format showing the most popular TikTok categories.
| Popular Categories |
| Entertainment |
| Dance |
| Pranks |
- By Businesses Using TikTok
Various industries use TikTok to engage audiences.
Here is the table showing the Top Industries on TikTok by Engagement Rate
| Rank | Industry | Median Engagement Rate (%) |
| 1 | Higher Education | 16.26% |
| 2 | Sports Teams | 9.18% |
| 3 | Travel | 7.43% |
Here is the table showing TikTok Posting Frequency by Brands
| Metric | Value |
| Average TikTok posts per week | 1-2 |
| Comparison to other social media | Less frequent |
(Source-RivalQ)
- By Engagement
- TikTok has the highest engagement rate of 2.65%, among all social media platforms
- Organic traffic -659,775,197
- In 2023, TikTok was the 11th most used social media platform.
Here is the table showing TikTok Website Metrics (February 2024)
| Metric | Value |
| Total Website Visits | 2.1 billion |
| Bounce Rate | 36% |
| Average Pages per Visit | 7 |
| Average Visit Duration | 3 minutes 26 seconds |
Here is the table showing TikTok Account Reach by Follower Count (2024)
| Follower Range | Average Reach (Users) |
| Up to 500 followers | 2,665 users |
| Over 50,001 followers | 71,000 users |
Here is the table showing TikTok User Average according to followers and accounts followed (2024)
| Metric | Average Count |
| Average Accounts Followed | 154 |
| Average Followers of Any Creator | 36 |
This table shows TikTok Watch Time & User Behavior (2024)
| Metric | Value |
| Increase in Average Total Watch Time (2024) | 71% |
| Time Spent Watching Videos Longer Than 1 Min | 50% |
This table shows the Most Desired Content on TikTok (2024)
| Content-Type | Percentage of Users Interested |
| Funny Content | 60% |
| Creative Content | 45% |
| Relaxing Content | 37% |
The table shows the videos which have gained the maximum views on TikTok
| Rank | Video Title | Views (in millions) |
| 1 | Zach King’s Magic Ride | 2,300 |
| 2 | James Charles’ Christmas Sisters Party | 1,700 |
| 3 | Zach King’s Unexpected Hiding Spots | 1,100 |
| 4 | Leah Halton’s inverted lip sync | 988.2 |
| 5 | Glass and Cake Illusion by Zach King | 967.1 |
| 6 | “M to the B” lip-syncing by Bella Poarch | 847.3 |
| 7 | Zach King’s Wet Wall Illusion | 660.5 |
| 8 | Nyadollie’s beauty tutorial look | 514.9 |
| 9 | Sorrel Horse Dancing to “Say It Right” | 456.9 |
| 10 | An adorable baby laughing by Daexo | 401.8 |
- (source-statista)(source- whop)(source-businessofapps)(source-metricool)
- By Revenue
- TikTok primarily generates revenue from ads and In-app purchases.
- TikTok is the 1st non-gaming platform to generate $10 billion from consumer spending(In 2023)
Here is a table showing the revenue of TikTok
| Year) | Revenue ($bn) |
| 2018 | 0.15 |
| 2019 | 0.35 |
| 2020 | 2.6 |
| 2021 | 4.8 |
| 2022 | 9.6 |
| 2023 | 16.1 |
Here is the table showing In-App Purchase Revenue of TikTok (according to each quarter)
| Quarter | In-App Purchase Revenue (in million U.S. dollars) |
| 2018 Q1 | 4.57 |
| 2018 Q2 | 3.79 |
| 2018 Q3 | 7 |
| 2018 Q4 | 10.14 |
| 2019 Q1 | 12.63 |
| 2019 Q2 | 14.22 |
| 2019 Q3 | 34.98 |
| 2019 Q4 | 73.39 |
| 2020 Q1 | 143.38 |
| 2020 Q2 | 230.34 |
| 2020 Q3 | 274 |
| 2020 Q4 | 285.98 |
| 2021 Q1 | 382.4 |
| 2021 Q2 | 407.01 |
| 2021 Q3 | 606 |
| 2021 Q4 | 603.61 |
| 2022 Q1 | 616.86 |
| 2022 Q2 | 652.63 |
| 2022 Q3 | 654.19 |
| 2022 Q4 | 725.12 |
| 2023 Q1 | 765.58 |
| 2023 Q2 | 818.88 |
| 2023 Q3 | 803.15 |
| 2023 Q4 | 843.4 |
| 2024 Q1 | 932.31 |
| 2024 Q2 | 1,123.3 |
Here is the table showing TikTok iOS Revenue by Country (Last Quarter of 2024)
| Rank | Country | Revenue (Million USD) |
| 1 | United States | 91M |
| 2 | Germany | 35M |
| 3 | Japan | 23M |
- TikTok’s total revenue in the US was $16 billion in 2023.
- TikTok’s Contribution to EU GDP was $4.8 Billion in 2024
(source-businessofapps)(source-statista)(source-analyzify)(source- whop)
- By App Download
- TikTok is the 1st non-game and non-meta app to reach 3 Billion downloads
Here is the table showing the number of TikTok downloads through out the years.
| Quartersource-statista) | TikTok Downloads (in millions) |
| 2018 Q1 | 113.87 |
| 2018 Q2 | 160.48 |
| 2018 Q3 | 183.73 |
| 2018 Q4 | 195.19 |
| 2019 Q1 | 193.09 |
| 2019 Q2 | 151.25 |
| 2019 Q3 | 167.02 |
| 2019 Q4 | 192.48 |
| 2020 Q1 | 313.53 |
| 2020 Q2 | 291.99 |
| 2020 Q3 | 197.04 |
| 2020 Q4 | 181.79 |
| 2021 Q1 | 179.57 |
| 2021 Q2 | 177.53 |
| 2021 Q3 | 161.65 |
| 2021 Q4 | 196.86 |
| 2022 Q1 | 218.48 |
| 2022 Q2 | 198.34 |
| 2022 Q3 | 243.01 |
| 2022 Q4 | 232.14 |
| 2023 Q1 | 250.34 |
| 2023 Q2 | 263.44 |
| 2023 Q3 | 217.72 |
| 2023 Q4 | 232.94 |
| 2024 Q1 | 249.45 |
| 2024 Q2 | 207.02 |
| 2024 Q3 | 186.26 |
(source-statista)(source-metricool)
11. By Business Usage
TikTok has helped various businesses to make profits.
Here is the table showing how TikTok has helped businesses in the U.S.A in Southeast Asia (in 2024)
| Metric | Value |
| American Small Businesses Using TikTok | 7M |
| Revenue Generated by U.S. Small Businesses via TikTok | $15B |
| Small Businesses Reporting Higher Sales Due to TikTok | 88% |
| Revenue Generated by Small Businesses in Food & Beverage Sector | $6.4B |
| Independent Businesses in Southeast Asia using TikTok(2023) | 15M |
| SMBs that said TikTok was essential to their business | 40% |
| SMBs that generated extra/principal income from TikTok | 39% |
12. By Marketing Usage
- TikTok users have the highest rate of Impulse Buying
Here is a table showing TikTok Consumer Spending & Advertising (2023-2024)
| Metric | Value |
| Annual Consumer Spending Worldwide On TikTok | $3.8B |
| TikTok Advertising Revenue (2023) | $4B |
| TikTok’s Ad Reach (Global) | 13.6% of the world’s population |
| TikTok Reaches U.S. Adults | 53.9% |
Here is a table showing TikTok’s Influence on Consumer Behavior
| Metric | Percentage |
| Users who continue exploring products after discovering them on TikTok | 45% |
| Gen Z weekly users who seek more info after viewing Dynamic Showcase Ads | 74% |
| Users who discovered products they hadn’t seen elsewhere | 71% |
| Users who prefer TikTok over Google for searching information | 10% |
| TikTok users who purchased a product after seeing it on the platform | 33% |
| Purchases influenced by TikTok | 39% |
| Users who purchased after watching TikTok LIVE | 50% |
| Users are more likely to discover a new brand/product from celebrities/public figures | 50% more likely |
TikTok & Consumer Purchasing Trends
| Metric | Percentage |
| Women shoppers relying on creator recommendations | 67% |
| Consumers who first heard about a product on TikTok | 15% |
| U.S. households that made a purchase on TikTok Shop | 11% |
(source- whop)
13. By Advertisement
Here the table shows TikTok Advertising – Reach & Engagement
| Statistic | Value |
| Increase in users reached with ads (last 3 months of Q1 2023) | +41 million (+3.9%) |
| Increase in viewer trust with consistent TikTok ads | +41% |
| Increase in brand favorability when using TikTok creators | +26% |
| Increase in advertising recall when partnered with a TikTok influencer | +27% |
| Boost in ad view-through-rate when partnered with a TikTok influencer | +193% |
Here the table shows TikTok Advertising – Cost & ROI
| Statistic | Value |
| Average cost-per-click (CPC) across all campaigns | US$0.22 |
| Highest average CPC (Video View Campaigns) | US$6.08 |
| Average return on ad spend (ROAS) | $2 for every $1 spent |
| TikTok ranking for trusted ROI delivery by brands | 7th |
Here the table shows TikTok Advertising – Performance & Effectiveness
- Ad campaigns for video views receive the highest impressions on TikTok
| Statistic | Value |
| Ads using TikTok creators increase brand favorability | +26% |
| Partnering with influencers increases advertising recall | +27% |
| Influencer collaborations boost ad view-through-rate | +193% |
(source-datareportal) .(source-metricool)
14. By Number Of Employees
- In Jan 2024, TikTok had 7000 employees in the USA.
The table shows TikTok U.S. Employee Hires and Departures
| Period | Hires | Departures |
| H1 2019 | 200 | 50 |
| H2 2019 | 250 | 70 |
| H1 2020 | 1100 | 150 |
| H2 2020 | 800 | 130 |
| H1 2021 | 1500 | 200 |
| H2 2021 | 1600 | 300 |
| H1 2022 | 2100 | 400 |
| H2 2022 | 1700 | 600 |
| H1 2023 | 1400 | 650 |
| H2 2023 | 1300 | 700 |
| H1 2024 | 2000 | 750 |
| H2 2024 | 1200 | 900 |
15. By Growth
There has been a significant growth in the number of users of TikTok since 2018
| 2018 | 271 million |
| 2024 | 1.925 billion |
Here is a table showing the growth in the number of users over years
| Year | TikTok MAU in Millions |
| 2018 | 271 |
| 2019 | 508 |
| 2020 | 689 |
| 2021 | 1000 |
| 2022 | 1023 |
| 2023 | 1092 |
(source- whop)
16. By Influencers
- There are 1.1 million influencers on TikTok (as of March 2024)
- Top 25% of U.S. adults on TikTok produce 98 % of videos on TikTok
This table shows TikTok Influencer statistics regarding money and affiliate marketing
| Statistic | Value | Source |
| Percentage of U.S. creators who selected TikTok as their favorite platform | 28% | Insider Intelligence |
| Percentage of U.S. creators who earn the most money on TikTok | 26% | Insider Intelligence |
| Creators signed up for TikTok Shop’s affiliate program (as of Sep 2023) | Over 100,000 | Insider Intelligence |
Here is the table showing the most popular Influencer categories(2025)
| Category | Views |
| Entertainment | 535,000,000,000 |
| Dance | 181,000,000,000 |
| Pranks | 79,000,000,000 |
| Fitness/sports | 57,000,000,000 |
| Home reno/DIY | 39,000,000,000 |
| Beauty/skincare | 33,000,000,000 |
| Fashion | 27,000,000,000 |
| Recipes/cooking | 18,000,000,000 |
| Life hacks/advice etc. | 13,000,000,000 |
| Pets | 10,000,000,000 |
| Outdoors | 2,000,000,000 |
Here is the table showing the most popular TikTok influencers(2025)
| Rank | Influencer | Followers |
| 1st | Khabane Lame | 162,400,000 |
| 2nd | Charli D’Amelio | 157,000,000 |
| 3rd | MrBeast | 110,800,000 |
| 4th | Bella Poarch | 94,200,000 |
| 5th | Addison Rae | 88,600,000 |
| 6th | TikTok | 88,000,000 |
| 7th | Kimberly Loaiza | 83,200,000 |
| 8th | Zach King | 82,100,000 |
| 9th | Domelipa | 76,900,000 |
| 10th | The Rock | 76,400,000 |
(source- whop) (source-seo.ai)
17. By E-Commerce Usage
This Table shows TikTok E-commerce – Growth
| Statistic | Value |
| Increase in shop seller growth (Q4 2022 – Q4 2023) | +230% |
| Projected TikTok social commerce revenue in 2024 | Over $20 billion |
| Projected increase in social commerce revenue by 2026 | +12% |
| Estimated number of social buyers by 2026 | 40 million |
This table shows TikTok E-commerce – Consumer Behavior
| Statistic | Value |
| Percentage of Gen Z adults in the U.S. willing to purchase on TikTok | 68% |
| Percentage of TikTok Shop sales in the beauty care category | 85% |
| Percentage of beauty product sales from live sales | 89% |
| Percentage of video sales in total TikTok Shop sales (2023) | 20% |
| Increase in video sales share since 2022 | Up from 11% in 2022 |
(source- whop)
The Ifs, Buts, and Pitfalls Of TikTok
- Due to security, youth protection, and censorship, TikTok has been banned in many countries.
| United States (self-imposed)UzbekistanIndiaNepalIranAfghanistanSyriaJordanKyrgyzstan |
- TikTok is a prominent social media platform to spread misinformation. The platform allows anyone to sign up and start creating content. So, spreading fake information on TikTok becomes easy.
- TikTok content can be inappropriate and can damage the mental health of people. There have been many instances where TikTok content has led youths to perform bizarre activities and show weird behavior.
- TikTok has a wide range of user data, including location, device information, and browsing history. In 2020, there have been instances where the data of users were leaked. There are fears of misuse or unauthorized sharing of user information.
(Source-projectmanager,brilliantmaps )
If We Sum Up
- The popularity of TikTok is enormous; even after the ban, many people are using TikTok by logging in to their websites. This shows that the popularity of TikTok is no less than any other social media.
