36 TikTok Statistics Every Marketer Needs to Know

TikTok isn’t slowing down. With billions of downloads, a fast-growing user base, and a booming shopping feature, it has become one of the most important platforms for marketers. Whether you’re building your brand on TikTok or exploring new ways to reach customers, the numbers tell a clear story.

These TikTok statistics cover everything from who’s using the app to how they’re spending money on it. Use them to shape your strategy, plan smarter campaigns, and stay ahead of the curve.

General TikTok stats

Let’s kick things off with the big-picture numbers. These stats show just how massive TikTok has become as a global platform.

1. TikTok had at least 1.59 billion users worldwide in January 2025

Data from TikTok’s own ad planning tools shows the platform reached 1.59 billion users at the start of 2025. That makes it one of the most widely used apps on the planet. For context, that’s roughly 19.4% of the entire global population.

2. TikTok ranks as the 5th most-used social media platform in the world

It sits behind Facebook, YouTube, Instagram, and WhatsApp in terms of monthly active users. But when it comes to daily time spent per user, TikTok leads the pack. That kind of attention is hard for marketers to ignore.

3. TikTok was downloaded 644 million times in 2025

Even after years of rapid growth, people are still downloading the app at a huge rate. TikTok also holds the record as the fastest social media app to reach 1 billion users. It hit that milestone back in September 2021.

4. TikTok became the first non-gaming app to surpass $6 billion in in-app purchase revenue

Beyond advertising, TikTok makes serious money from virtual gifts, coins, and subscriptions—mostly through TikTok Live. In-app purchase revenue hit $1.12 billion in Q4 2024 alone, capping off a record-breaking year for the platform.

5. Users around the world spend an average of 95 minutes per day on TikTok

That’s more time than people spend on any other social media app. In the U.S., daily time spent is a bit lower at around 52 minutes per adult. Either way, TikTok dominates when it comes to keeping people engaged.

TikTok demographic statistics

Knowing who uses TikTok helps you reach the right audience. These demographic stats break down TikTok’s user base by age, gender, and location.

6. 37% of U.S. adults say they use TikTok

That’s according to a Pew Research Center survey of over 5,000 U.S. adults conducted between February and June 2025. TikTok trails only YouTube (84%), Facebook (71%), and Instagram (50%) in overall U.S. adult usage.

7. 63% of U.S. adults under 30 use TikTok

Young adults are the platform’s core audience in the U.S. That’s nearly double the usage rate of adults aged 30-49, where about 39% say they use TikTok. The gap narrows with each year, but under-30s still dominate.

8. 68% of U.S. teens ages 13 to 17 use TikTok

That share has stayed fairly steady in recent years. About one in five teens say they use TikTok “almost constantly.” TikTok remains one of the most popular platforms among teens overall, right alongside YouTube and Instagram.

9. The 25-34 age group makes up the largest share of TikTok’s global audience at about 35%

Many people assume TikTok is only for teenagers. But the data tells a different story—millennials actually make up the biggest chunk of users. The 18-24 age group is close behind at around 33-34%.

10. As of October 2025, 54.5% of TikTok users globally are male

The platform’s gender split has shifted over the past two years. Back in 2023, TikTok leaned slightly female. Now, men make up the majority of the global user base at 54.5%, while women account for 45.5%. In the U.S., the split is actually reversed—women make up about 54% of users.

11. Indonesia has the largest TikTok advertising audience, with over 180 million users

The U.S. comes in second at around 153 million users, followed by Brazil with roughly 131 million. TikTok’s growth in Southeast Asia has been especially strong, making the region a key market for advertisers.

TikTok usage statistics

How people use TikTok matters just as much as who uses it. These stats show what users are actually doing on the platform every day.

12. Roughly half of U.S. adults under 30 visit TikTok at least once a day

Pew Research found that daily TikTok use is highest among younger adults. Only about 5% of adults 65 and older visit the app daily. This gap makes TikTok a strong channel for reaching younger demographics.

13. 20% of U.S. adults regularly get news on TikTok

That’s up from just 3% in 2020, making TikTok the fastest-growing platform for news consumption among those Pew Research tracks. Among TikTok users themselves, 55% say they regularly get news on the app.

14. 98% of publicly available TikTok videos come from the top 25% of users

Most TikTok users are watching, not posting. Pew Research found that 52% of U.S. adult TikTok users have never posted a video at all. The takeaway for brands? There’s a huge, engaged audience that’s ready to consume content—they’re just waiting for the right creator or brand to deliver it.

15. 81% of TikTok users say the platform introduced them to something they weren’t searching for

TikTok’s strength as a discovery engine is hard to overstate. Unlike search-based platforms, the algorithm actively surfaces new content, products, and creators that users didn’t go looking for. For brands, that means there’s a real chance to reach people who didn’t even know they needed your product.

16. 76% of TikTok users enjoy a mix of images and video in their feed

Photo carousels and image-based posts are gaining traction alongside traditional video content. If you’re looking for fresh TikTok content ideas, mixing up your format could help you stand out.

TikTok video statistics

Video is the heart of TikTok. These stats reveal how video content performs on the platform and what drives engagement.

17. TikTok has the highest average engagement rate of any social media platform

Socialinsider’s 2025 benchmark data shows TikTok’s average engagement rate by views was 4.36% in early 2025. It climbed to 4.90% by mid-year. No other major platform comes close—Instagram and Facebook both sit well below 1%.

18. Smaller TikTok accounts grow followers 8x faster than larger ones

Accounts with fewer than 5,000 followers see much faster growth than those with over 100,000. TikTok’s algorithm doesn’t just favor big accounts. It pushes content based on how well it performs, which gives smaller creators a real advantage.

19. 68% of TikTok users think brands should pay attention to what people say in the comments

Comments have become more than just feedback—they’re driving product development, content ideas, and even sales. TikTok’s own research found that users want brands to use the comment section as a way to better understand their audience.

20. TikTok has been downloaded over 5.48 billion times since launch

That cumulative download total puts TikTok among the most installed apps in history. Downloads peaked at 313.5 million in Q1 2020, and the app has maintained strong install numbers every quarter since. For brands, that means TikTok is constantly adding new users—and learning how to go viral on TikTok can help you reach them.

TikTok Shop statistics

TikTok Shop has turned casual scrolling into serious shopping. These stats show how quickly social commerce is growing on the platform.

21. TikTok Shop’s global GMV reached $64.3 billion in 2025

That’s a 94% jump from the $33.2 billion it generated in 2024. TikTok Shop is now one of the fastest-growing e-commerce platforms in the world, and it shows no signs of slowing down.

22. TikTok Shop hit $15.1 billion in U.S. GMV in 2025, up 68% year over year

The U.S. is TikTok Shop’s largest market. Monthly GMV broke the $1 billion mark six different times in the first half of 2025 alone. That’s a sign that buying on TikTok isn’t just a trend—it’s becoming a habit.

23. Beauty and personal care is the top-selling category on TikTok Shop

In the first half of 2025, beauty products generated about $2.5 billion in global GMV. That’s roughly 22% of all TikTok Shop sales. If you’re in the beauty space, TikTok should be a top priority.

24. Video content drives 50% of TikTok Shop’s GMV, while Live accounts for 14%

The Shop tab makes up the remaining 36%. This sales channel breakdown shows that content-led shopping is the engine behind TikTok’s e-commerce success. Creators and brands that make engaging product videos are the ones driving sales.

TikTok Live statistics

Live streaming on TikTok is still growing, especially as a tool for shopping and real-time engagement. Here’s what the numbers say.

25. Six U.S. TikTok Live sessions exceeded $1 million in GMV during 2025

That’s up from just four sessions the year before, showing that live commerce is scaling fast on the platform. While most live sessions don’t hit those numbers, the ceiling keeps rising — and brands are taking notice.

26. TikTok Shop hosted over 8 million hours of live shopping sessions in the U.S. in 2024

Live commerce is becoming a bigger part of the platform’s strategy. Brands and creators are using live streams for product demos, flash sales, and real-time Q&As. According to TikTok Newsroom, 76% of consumers who engaged with TikTok Shop bought something from a livestream in the past year. If you’ve been curious about how to go live on TikTok, these numbers suggest it’s worth trying.

27. More than half of TikTok Shop stores in the U.S. recorded no sales in 2025

Out of 803,500 stores counted in the U.S., over 2,143 still managed to exceed $1 million in GMV. The takeaway? Success on TikTok Shop requires more than just setting up a storefront—you need strong content and creator partnerships to drive sales.

TikTok advertising statistics

TikTok has become a major player in digital advertising. These stats show where the money is going and why brands keep investing.

28. TikTok’s global ad revenue is projected to reach $33.1 billion in 2025

That’s a roughly 40% increase from the $23.6 billion it earned in 2024. TikTok is closing the gap with Meta and Google as a major ad platform, and the trajectory shows no signs of flattening out.

29. TikTok’s ad audience grew by 31.2 million users between January 2024 and January 2025

That’s a 2% increase in potential ad reach, bringing the total to roughly 1.59 billion adults worldwide. For brands exploring TikTok advertising, the audience keeps getting bigger.

30. TikTok passed 200 million monthly users in Europe by September 2025

That’s up from 175 million a year earlier and 169 million in the first half of 2025. This kind of growth in a major advertising market means even more opportunity for brands looking to expand their reach internationally.

31. TikTok’s U.S. ad revenue is expected to hit roughly $11 billion in 2025

The U.S. accounts for a large share of TikTok’s global ad earnings and remains the platform’s most valuable ad market by far. With growth at this pace, brands that invest in TikTok ads now are positioning themselves well for the future.

TikTok influencer statistics

Creators are the backbone of TikTok’s ecosystem. These influencer stats show why partnerships with the right creators can make a big difference.

32. TikTok Shop counted 15.4 million influencers in the U.S. in 2025

Of those, about 851,000 were actively selling products through videos or livestreams. While that’s only about 5.5% of the total creator base, the sales impact is massive. Creators are central to TikTok’s entire commerce engine.

33. Micro-influencer campaigns on TikTok average about 8.2% engagement

That’s compared to 5.3% for campaigns with larger influencers. Smaller creators tend to have tighter-knit communities, which makes their endorsements feel more genuine. For brands, that often translates to better ROI.

34. The influencer marketing industry reached $32.55 billion globally in 2025

TikTok plays a huge role in that growth. About 52% of brands now use TikTok for influencer marketing, making it the second-most popular platform for creator partnerships behind Instagram. And 87.5% of brands plan to increase their influencer budgets in 2026.

TikTok statistics for business

Looking at how brands and consumers interact on TikTok paints a clear picture of the platform’s value for business.

35. 62% of adult TikTok users say a reason they use the app is to find product reviews or recommendations

It’s not just entertainment—people actively use TikTok to research purchases. Brands that show up with helpful, genuine content are the ones that win on this platform.

36. 92% of TikTok users take action after watching content on the platform

Whether it’s liking a video, visiting a website, or making a purchase, nearly every TikTok viewer does something after watching. That’s according to TikTok’s own research, based on a Marketing Science study conducted by MarketCast. If you want to explore how to make money on TikTok, that stat alone makes a strong case.

Use these TikTok stats to inform your strategy

TikTok’s numbers speak for themselves. With 1.59 billion users, the highest engagement rates in social media, and a shopping feature that’s generating billions, it’s no longer optional for marketers. It’s essential.

The stats in this roundup should help you make smarter decisions about where to focus your time and budget. Whether you want to run ads, partner with creators, or sell through TikTok Shop, the data shows there’s a real opportunity here.

And if you’re looking for a simpler way to manage your TikTok presence alongside all your other social channels, Vista Social gives you the tools to plan, publish, and analyze your content—all from one platform. It’s built to help you save time while getting better results.