Launched in 2016, TikTok rose to be one of the most popular social app and video platform for global users. In 2021, TikTok had approximately 656 million global users. This figure was projected to increase by around 15 percent year-over-year, reaching 755 million users in 2022. TikTok global installs peaked at the end of 2019, with the app amassing over 318 million downloads. During 2020 and 2021, TikTok download trends experienced a slower growth, amassing 173 million downloads from users worldwide during the last quarter of 2021.

As of February 2025, the United States was the region with the largest TikTok audience by far, with almost ****** million users engaging with the popular social video platform. Indonesia followed, with around ***** million TikTok users. Brazil came in third, with almost ***** million users on TikTok watching short-videos. From Reels to Shorts: social short video takes the internet Between 2021 and 2022 some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached *** billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram. TikTok business model TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods such as a live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising. In 2022, TikTok was estimated to have generated around **** billion U.S. dollars worldwide via online advertising.

TikTok has risen through the ranks to become the 5th most popular social media network worldwide.

These TikTok user statistics tell the whole story of the new social media giant and give you some insights into the app's future.

TikTok has a significantly larger female user base globally.

As of February 2025, the United States was the region with the largest TikTok audience by far, with almost 135.79 million users engaging with the popular social video platform. Indonesia followed, with around 107.7 million TikTok users. Brazil came in third, with almost 91.75 million users on TikTok watching short-videos. From Reels to Shorts: social short video takes the internet Between 2021 and 2022 some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached two billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram. TikTok business model TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods such as a live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising. In 2022, TikTok was estimated to have generated around four billion U.S. dollars worldwide via online advertising.

TikTok saw a significant increase in popularity during the coronavirus (COVID-19) outbreak in the United States, with a growth of *** percent among 15-25 year old users after the pandemic broke out and people started working and studying primarily from home.

As of January 2025, TikTok creator and comedian Khabane Lame was the most followed content creator on the platform. Lame, who is based in Italy, reached 162.4 million subscribers. Influencer Charlie D'Amelio followed closely in second position with 155.8 million followers. Jimmy Donaldson - operating on YouTube as MrBeast, ranked third, with a total of 107.8 million followers.

TikTok global users Popular video-sharing platform TikTok has gained immense popularity globally. As of April 2024, TikTok had over one billion monthly active users, making it one of the most widely used social media platforms worldwide. Around 45 percent of the total user base on TikTok were women, while approximately 54 percent of the popular social video platform users were men. In addition, TikTok has become a go-to platform for young people. As of July 2024, most of TikTok's global user base consisted of younger age groups, with 18.9 percent of TikTok's users being men aged between 18 and 24 years. TikTok usage and audience Since its launch in 2016, TikTok’s audience has increased significantly. As of July 2024, Indonesia and the United States were the countries with the largest TikTok audiences. Indonesia led with 157.6 million users, followed by the United States with 120.5 million users. The app has managed to catch users’ attention and keep its base entertained. So much so that, as of the second quarter of 2022, global users were spending around 95 minutes daily on TikTok, making it the most engaging among social media apps. Additionally, TikTok has quickly become one of the most popular platforms across different app stores. In September 2022, the video app had almost 24 million downloads on Google Play Store, making it the most downloaded app for Android users worldwide. In contrast, TikTok was the fifth most downloaded app on Apple App Store, with approximately 4.12 million global users downloads in June 2023.

As of February 2025, the United States was the region with the largest TikTok audience by far, with almost 135.79 million users engaging with the popular social video platform. Indonesia followed, with around 107.7 million TikTok users. Brazil came in third, with almost 91.75 million users on TikTok watching short-videos.

              From Reels to Shorts: social short video takes the internet

              Between 2021 and 2022 some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached two billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher
              view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram.

              TikTok business model

              TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods such as a live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising.
              In 2022, TikTok was estimated to have generated around four billion U.S. dollars worldwide via online advertising.

In 2024, TikTok counted approximately 1.14 billion users worldwide, up by around 70 percent compared to 2022. Launched in 2017 as the international version of Chinese-developed social media Douyin, TikTok rose to popularity in 2020, reaching a peak of approximately 313.5 million downloads during the first quarter of the year. The popular social media platform is forecasted to reach approximately 1.9 billion users in 2029.

In February 2025, Sweden had around 3.3 million TikTok users, while Norway was home to approximately 1.71 million TikTok users. Denmark and Iceland had 1.37 and 0.14 million TikTok users, respectively. TikTok is a video sharing social app launched in 2017 and is owned by the Beijing-based tech company ByteDance.

TikTok demographics and engagement TikTok user base across Nordic markets is equally distributed across male and female users alike. However, Denmark registered the highest proportion of female users in the region, approximately 52 percent. The social video app's appeal varies significantly across age groups, with young users and Gen Z responding very positively to the appeal of TikTok short video format. A 2023 survey conducted in Sweden revealed that 66 percent of internet users aged 15-24 engaged with TikTok daily, compared to only 15 percent of users aged 25-44. Similarly, over half of internet users aged between 15 and 19 accessed TikTok daily in Denmark, while engagement among users aged between 20 and 24 interested approximately one-third of the demographic group.

YouTube use and demographics in the Nordics Despite its increasing popularity, TikTok still trails behind YouTube when it comes to viewership. As of January 2024, Sweden had approximately 8.5 million YouTube users, nearly 2.5 times its TikTok user count. Norway and Finland each had around 4.5 million YouTube users, significantly outpacing their respective TikTok audiences. As in the case of TikTok, YouTube's user base in the Nordics is evenly split between men and women engaging with the video platform. Additionally, YouTube popularity was not restricted to the younger segments of Swedish demographic groups, as over six in 10 Swedish internet users were reported engaging with YouTube daily.

As of February 2025, the United States was the region with the largest TikTok audience by far, with almost 135.79 million users engaging with the popular social video platform. Indonesia followed, with around 107.7 million TikTok users. Brazil came in third, with almost 91.75 million users on TikTok watching short-videos.

              From Reels to Shorts: social short video takes the internet

              Between 2021 and 2022 some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached two billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher
              view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram.

              TikTok business model

              TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods such as a live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising.
              In 2022, TikTok was estimated to have generated around four billion U.S. dollars worldwide via online advertising.

As of January 2025, TikTok creator and comedian Khabane Lame was the most followed content creator on the platform. Lame, who is based in Italy, reached 162.4 million subscribers. Influencer Charlie D'Amelio followed closely in second position with 155.8 million followers. Jimmy Donaldson - operating on YouTube as MrBeast, ranked third, with a total of 107.8 million followers.

              TikTok global users

              Popular video-sharing platform TikTok has gained immense popularity globally. As of April 2024, TikTok had over one billion monthly active users, making it one of the most widely used social media platforms worldwide. Around 45 percent of the total user base on TikTok were women, while approximately 54 percent of the popular social video platform users were men. In addition, TikTok has become a go-to platform for young people.
              As of July 2024, most of TikTok's global user base consisted of younger age groups, with 18.9 percent of TikTok's users being men aged between 18 and 24 years.

              TikTok usage and audience

              Since its launch in 2016, TikTok’s audience has increased significantly. As of July 2024, Indonesia and the United States were the countries with the largest TikTok audiences. Indonesia led with 157.6 million users, followed by the United States with 120.5 million users. The app has managed to catch users’ attention and keep its base entertained. So much so that, as of the second quarter of 2022, global users were spending
              around 95 minutes daily on TikTok, making it the most engaging among social media apps. Additionally, TikTok has quickly become one of the most popular platforms across different app stores.
              In September 2022, the video app had almost 24 million downloads on Google Play Store, making it the most downloaded app for Android users worldwide. In contrast, TikTok was the fifth most downloaded app on Apple App Store, with approximately 4.12 million global users downloads in June 2023.

As of January 2025, TikTok creator and comedian Khabane Lame was the most followed content creator on the platform. Lame, who is based in Italy, reached 162.4 million subscribers. Influencer Charlie D'Amelio followed closely in second position with 155.8 million followers. Jimmy Donaldson - operating on YouTube as MrBeast, ranked third, with a total of 107.8 million followers.

              TikTok global users

              Popular video-sharing platform TikTok has gained immense popularity globally. As of April 2024, TikTok had over one billion monthly active users, making it one of the most widely used social media platforms worldwide. Around 45 percent of the total user base on TikTok were women, while approximately 54 percent of the popular social video platform users were men. In addition, TikTok has become a go-to platform for young people.
              As of July 2024, most of TikTok's global user base consisted of younger age groups, with 18.9 percent of TikTok's users being men aged between 18 and 24 years.

              TikTok usage and audience

              Since its launch in 2016, TikTok’s audience has increased significantly. As of July 2024, Indonesia and the United States were the countries with the largest TikTok audiences. Indonesia led with 157.6 million users, followed by the United States with 120.5 million users. The app has managed to catch users’ attention and keep its base entertained. So much so that, as of the second quarter of 2022, global users were spending
              around 95 minutes daily on TikTok, making it the most engaging among social media apps. Additionally, TikTok has quickly become one of the most popular platforms across different app stores.
              In September 2022, the video app had almost 24 million downloads on Google Play Store, making it the most downloaded app for Android users worldwide. In contrast, TikTok was the fifth most downloaded app on Apple App Store, with approximately 4.12 million global users downloads in June 2023.

As of February 2025, approximately 44.3 percent of TikTok global users were women. By comparison, male users on the popular social video platform were 55.7 percent of the total. TikTok generated 186 million downloads from global users during the last quarter of 2024.

              TikTok’s popularity

              TikTok's popularity continues to expand globally, with countries like Saudi Arabia, the United Arab Emirates, and Malaysia presenting a reach of virtually over 100 percent as of the end of 2023. In October 2023, the social video platform boasted over 1.2 billion active monthly users, of which United States users represented the largest audience worldwide.
              U.S. users were particularly active on the platform, spending 32 percent of their online time engaging with TikTok as of February 2023.

              TikTok’s global revenue

              TikTok rapidly increased its revenue in the past years. In the third quarter of 2023, TikTok generated 681 million U.S. dollars in revenues from users worldwide. In 2024, it is projected that the social video platform will reach global ad revenue close to 18.5 billion.

As of February 2025, approximately 44.3 percent of TikTok global users were women. By comparison, male users on the popular social video platform were 55.7 percent of the total. TikTok generated 186 million downloads from global users during the last quarter of 2024. TikTok’s popularity TikTok's popularity continues to expand globally, with countries like Saudi Arabia, the United Arab Emirates, and Malaysia presenting a reach of virtually over 100 percent as of the end of 2023. In October 2023, the social video platform boasted over 1.2 billion active monthly users, of which United States users represented the largest audience worldwide. U.S. users were particularly active on the platform, spending 32 percent of their online time engaging with TikTok as of February 2023. TikTok’s global revenue TikTok rapidly increased its revenue in the past years. In the third quarter of 2023, TikTok generated 681 million U.S. dollars in revenues from users worldwide. In 2024, it is projected that the social video platform will reach global ad revenue close to 18.5 billion.

As of January 2025, TikTok creator and comedian Khabane Lame was the most followed content creator on the platform. Lame, who is based in Italy, reached ***** million subscribers. Influencer Charlie D'Amelio followed closely in second position with ***** million followers. Jimmy Donaldson - operating on YouTube as MrBeast, ranked third, with a total of ***** million followers.

TikTok global users Popular video-sharing platform TikTok has gained immense popularity globally. As of April 2024, TikTok had over one billion monthly active users, making it one of the most widely used social media platforms worldwide. Around ** percent of the total user base on TikTok were women, while approximately ** percent of the popular social video platform users were men. In addition, TikTok has become a go-to platform for young people. As of July 2024, most of TikTok's global user base consisted of younger age groups, with **** percent of TikTok's users being men aged between 18 and 24 years. TikTok usage and audience Since its launch in 2016, TikTok’s audience has increased significantly. As of July 2024, Indonesia and the United States were the countries with the largest TikTok audiences. Indonesia led with ***** million users, followed by the United States with ***** million users. The app has managed to catch users’ attention and keep its base entertained. So much so that, as of the second quarter of 2022, global users were spending around ** minutes daily on TikTok, making it the most engaging among social media apps. Additionally, TikTok has quickly become one of the most popular platforms across different app stores. In September 2022, the video app had almost ** million downloads on Google Play Store, making it the most downloaded app for Android users worldwide. In contrast, TikTok was the fifth most downloaded app on Apple App Store, with approximately **** million global users downloads in June 2023.

According to recent industry measurements, users in Brazil generated more than 5.6 million downloads of the video-sharing platform TikTok during June 2023. Indonesia ranked second, with almost five million downloads generated during the examined period. TikTok, which is the international version of the Chinese app Douyin, experienced spectacular growth in popularity in recent years.

              TikTok: global popularity

              TikTok, which reached the milestone of one billion active users at the end of September 2021, still ranks among the most popular social media platforms worldwide as of January 2023. In 2022, TikTok users worldwide spent an impressive average of approximately 23.3 hours per month on the platform, highlighting the app's popularity and high engagement. In 2023, TikTok's global popularity in
              social media is still on the rise, with a worldwide penetration rate of 19.4 percent.

              TikTok: revenue growth

              The social video app, which generates revenues via advertising and in-app purchases from users, saw in-app revenues of almost 500 million U.S. dollars worldwide in the first quarter of 2023. The global net advertising revenue generated by TikTok is expected to reach 18.5 billion U.S. dollars by the end of 2024. Additionally, the net advertising revenue of TikTok in the United States is expected to further increase, reaching an estimated 11 billion U.S. dollars in 2024.

According to recent industry measurements, users in Brazil generated more than 5.6 million downloads of the video-sharing platform TikTok during June 2023. Indonesia ranked second, with almost five million downloads generated during the examined period. TikTok, which is the international version of the Chinese app Douyin, experienced spectacular growth in popularity in recent years.

              TikTok: global popularity

              TikTok, which reached the milestone of one billion active users at the end of September 2021, still ranks among the most popular social media platforms worldwide as of January 2023. In 2022, TikTok users worldwide spent an impressive average of approximately 23.3 hours per month on the platform, highlighting the app's popularity and high engagement. In 2023, TikTok's global popularity in
              social media is still on the rise, with a worldwide penetration rate of 19.4 percent.

              TikTok: revenue growth

              The social video app, which generates revenues via advertising and in-app purchases from users, saw in-app revenues of almost 500 million U.S. dollars worldwide in the first quarter of 2023. The global net advertising revenue generated by TikTok is expected to reach 18.5 billion U.S. dollars by the end of 2024. Additionally, the net advertising revenue of TikTok in the United States is expected to further increase, reaching an estimated 11 billion U.S. dollars in 2024.

Users spend an average of 19.6 hours per month on TikTok alone. This works out to be approximately 39 minutes per day.