In 2021, women aged 13 to 17 years accounted for ** percent of TikTok audiences in the United States. Male teens in the same age group accounted for approximately *** percent of TikTok audiences. The social video app TikTok was more popular among users aged between 18 and 24 years old, with ** percent of women and ***** percent of men in this demographic being reported to use TikTok.

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.

According to a survey conducted in June 2022, ** percent of TikTok users in Brazil were aged 19-29 years. The share of users aged between 30 to 49 years old has decreased * percentage points since the previous year, while the distribution of those older than 50 years remained the same. Furthermore, ** percent of the social video platform in the country were women.

A survey conducted in September 2021 found that U.S. TikTok users with a household income of 100,000 to ******* U.S. dollars were the most likely to use the social media app daily. Overall, ** percent of respondents with a household income of over ******* USD used the platform nearly every day. Furthermore, those with a household income of ****** to ****** USD were the least likely to use the app on a daily basis, however, ** percent of respondents belonging to this income bracket still used TikTok at least once a week.

It started with a lip-sync. Then came the dances, the pranks, the tutorials, and before anyone realized, TikTok was no longer just an app; it was the cultural engine of a generation. In 2025, TikTok’s presence is not only embedded in Gen Z's daily routines but also shaking up marketing...

In 2021, TikTok increased its U.S. user base by over 29 percent compared to the previous year. Audience growth of the social video platform is projected to remain in double digits until 2021, before slowing down to a 8.1 percent annual user growth rate in 2022. In 2021, TikTok had 86.9 million users in the United States.

A survey conducted in September 2021 found that ** percent of male TikTok users in the United States used the platform nearly every day. Overall, ** percent of female users used the video sharing app nearly every day. Furthermore, ** percent of male TikTok users accessed the social media platform at least once a month.

In 2021, almost ** percent of TikTok influencers' audiences in the United Kingdom were women aged between 18 and 24 years. The second largest TikTok demographic was women aged 13 to 17. In comparison, male users on the platform represented **** of TikTok's user base, with around ** percent of men engaging with the popular social video app aged between 25 and 34 years.

Social video platform TikTok made significant gains in popularity in the Netherlands between 2020 and 2023. In 2023, there were approximately four million TikTok users in the Netherlands, up from three million in the previous year. Users aged 20 to 24 years accounted for the biggest share of TikTok’s audience in the country, recording approximately 850,000 users in 2023.

Mobile social As of the end of 2022, mobile social media were the most engaging app category for users in the Netherlands. On average, Dutch users was reported spending 65 minutes per day on social apps, compared to 26 minutes spent interacting with casual gaming apps, and 14 daily minutes spent on shopping apps on a daily basis. Mobile-first communication and chat apps such as WhatsApp, Facebook Messenger, and Snapchat ranked among the most popular social platforms among Dutch users in the third quarter of 2022. Social video app TikTok has become increasingly more popular, reaching four million users in 2023.

Most popular Dutch content creators With 14 million followers and several years of activity within the global beauty content community, Nikkie Tutorials was the second most popular Dutch content creator on YouTube in February 2023. With the rise of TikTok and short-video features like Instagram Reels and YouTube Shorts, video has become one of the most engaging formats for content creators to connect with their audiences in the Netherlands as in the rest of the digital market. As of September 2022, online Dutch influencer Sherell Martini reportedly had 4.84 million TikTok followers, while online personality and hair influencer Quinity Mirjam recorded over three million followers.

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 2021, the global number of first-time installs of the video app TikTok reached 740 million, down by approximately 24.5 percent from the previous year. Between 2018 and the end of 2021, the social video platform's annual installs were up 13 percent from 655 million first-time installs in 2018.

In September 2021, social video app TikTok reported *** billion monthly active users worldwide, representing a ** percent growth compared to the previously reported figure of *** million MAU in July 2020. TikTok is one of the biggest social networks worldwide.

Weighted frequencies of posts containing food products, by category, on YouTube, Instagram, and TikTok between June 1, 2021, and May 31, 2022, posted by the top three most popular SMIs with adolescent males and females aged 13–17.

As of March 2021, it was found that **** percent of TikTok users in the United States were heavy users, accessing the app for more than *** of a month. According to App Ape, **** percent of U.S. TikTok audiences via Android were light users of the photo sharing app.

TikTok has found in Latin America its most prolific place for expansion worldwide. In 2021, 30.2 percent of internet users in Mexico were using TikTok with a projected reach of 40.6 percent of online audiences in 2025. In the Latin American region as a whole, approximately 27.7 percent of online users accessed the social video app in 2021.

Over the observed period, the number of TikTok users in Portugal increased. As of January 2021, the number of users amounted to more than *** million. In January 2023, this value surpassed *** million users, and, in February 2025, the number of TikTok users equaled 3.68 million.

In the third quarter of 2021, the number of monthly active users (MAU) of TikTok in the Asia-Pacific region increased by *** percent compared to the corresponding quarter of 2020. The Middle East/North Africa region followed with a growth of ***** percent year-over-year. Latin America saw an increase of **** percent in TikTok MAU in the evaluated period. The short-form video platform TikTok was first launched as Douyin in China, and is owned by Chinese company ByteDance.

According to a survey conducted in the United States in September 2021, ** percent of TikTok users belonging to the 18 to 24 year age group used the social video app nearly everyday. Furthermore, for this age group, ** percent used the app at least once a week and ** percent said that they accessed the platform at least once a month.

As of March 2021, **** percent of Android TikTok app owners in the United States accessed the video sharing app on a daily basis. According to App Ape, **** percent of U.S. TikTok audiences were monthly active users of the app.

According to a survey of adults in the United States conducted in September 2021, ** percent of respondents used YouTube multiple times a day. In comparison, ** percent of respondents reported engaging with TikTok more than twice per day. Almost *** in *** reported using YouTube or TikTok once a week or multiple times a week in the examined period, respectively.