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 has a significantly larger female user base globally.

Regional TikTok user statistics differentiate significantly. Each major region has also experienced growth a different times.

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 2020, TikTok counted an estimated 65.9 million monthly active users in the United States. Indonesia had the second largest user base during this period, with over 22 million monthly active users. Russia and Japan followed, with 16.4 million and 12.6 million monthly active users, respectively.

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.

TikTok has 102.3 million monthly active users in the US alone. This is forecasted to reach 121.1 million by 2027.

As of January 2023, Indonesia was the country with the largest TikTok audience across the Asia-Pacific region by far, with approximately 110 million users engaging with the popular social video platform. In contrast, Cambodia had just over seven million TikTok users as of January 2023.

As of 2024 there are currently over 1 billion active users on TikTok 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.

Globally the average user spends 52 minutes on TikTok every day. About 90% of their worldwide users access TikTok on a daily basis.

Teenagers make up the largest group of active users on TikTok.

In September 2021, social video app TikTok reported 1 billion monthly active users worldwide, representing a 45 percent growth compared to the previously reported figure of 689 million MAU in July 2020. TikTok is one of the biggest social networks worldwide.

The average adult TikTok user in America spends 33 minutes per day on the app.

In 2020, TikTok brought in $33.4 billion in revenue.

TikTok has risen through the ranks to become the 7th most popular social media network worldwide.

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.

In 2022, users worldwide spent approximately 20 percent more hours per month using the popular social video app TikTok when compared to 2021. TikTok users in Argentina spent around 37 percent more time on the app, while TikTok usage in Australia grew by approximately 26 percent. TikTok users in the United States interacted with the video app around five percent more per month in 2022.

As of the beginning of 2024, TikTok was used by over 80 percent of the internet users in Mexico. Similarly, 70.1 percent of the Brazilian online internet users and 63.6 of the Colombian ones accessed the video-based social platform. Noteworthy, Latin America is the most prolific region for the app in the world, where it is projected to around 173.3 million users by 2025.

In 2023, the bulk of TikTok Shops are concentrated in Asia, with Indonesia taking the lead globally at 20.5 percent. Following closely are Thailand and Vietnam, at 18.3 percent and 17 percent, respectively. The United States constitutes 11.8 percent of total TikTok Shops, with the United Kingdom representing just over six percent.