TikTok Statistics 2026: Growth, Users, and Revenue

TikTok stands as one of the most influential and widely used social media platforms in the world. What began as a short‑form video app in 2017 has evolved into a global digital ecosystem where users create, share, and discover content across music, fashion, education, and commerce. Brands rely on TikTok for audience engagement and product discovery, while content creators build careers with significant global followings. Today’s statistics reflect not just sheer user numbers but shifting patterns in how people interact with digital media and online communities. Read on to explore what numbers tell us about TikTok’s growth and impact today.

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• 1.9 billion monthly active users globally in 2026, up sharply from earlier years.
• $23 billion+ in revenue in 2024, a 43% year‑over‑year increase.
• TikTok is now the 5th most used social network worldwide.
• Average TikTok users spend 48.5 hours per month on the platform.
• 135 million users reside in the United States.
• Users aged 25–34 represent over 35% of the adult base.
• TikTok supports content creation in 75+ languages across 155+ countries.

Recent Developments

• TikTok has faced regulatory scrutiny in the EU over addictive design elements affecting younger users.
• The European Commission cites features like infinite scroll and autoplay as potential risks.
• TikTok disputes the claims and is preparing legal challenges.
• Regulatory attention highlights a broader global focus on social media safety and user well‑being.
• Shifts in the algorithm and privacy policies emerged after changes to TikTok’s U.S. operations in late 2025.
• The platform’s content moderation and recommendation systems remain under global review.
• TikTok continues to innovate with commerce and in‑app shopping features that push beyond entertainment.
• Evolving trends emphasize authentic storytelling over polished content.

Key TikTok Statistics Overview

• TikTok’s estimated global reach is projected to hit 2.14 billion users by 2026, highlighting its continued dominance as a mass-reach social platform.
• Average daily time spent on TikTok stands at 58 minutes and 24 seconds per user, underscoring exceptionally high engagement levels.
• Business accounts on TikTok record an average engagement rate of 3.80%, making the platform highly effective for brand visibility and interaction.
• TikTok’s advertising revenue is expected to reach approximately $33.3 billion, reflecting strong advertiser demand and monetization growth.
• Female creators account for 55.3% of TikTok’s creator base, indicating a majority presence and strong gender diversity on the platform.

User Growth Trends in TikTok

• TikTok’s global user base grew from 271 million MAUs in 2018 to nearly 1.9 billion by 2026.
• The platform has seen 7× growth in user count over the past eight years.
• In early 2025, TikTok reached 1.59 billion monthly users, with forecasts rising further.
• Compared with 2024 figures, TikTok added hundreds of millions of active users.
• Growth momentum continued into 2026 despite market challenges and competitive platforms.
• TikTok’s visits hit 2.65 billion in Jan 2025, indicating sustained engagement.
• Expansion into new demographics contributed to platform retention and growth.
• TikTok’s user base now spans every major continent.

Global Reach of TikTok’s User Base

• TikTok is active in 155+ countries worldwide.
• Content is available in 75+ languages, enhancing regional adoption.
• TikTok ranks among the top apps in markets like the U.S., Brazil, and Indonesia.
• The platform is consistently one of the most downloaded apps annually.
• TikTok’s reach extends into Europe, Latin America, and Southeast Asia, with significant regional communities.
• Localization efforts continue to increase market penetration across non‑English speaking regions.
• TikTok’s infrastructure now supports regional content moderation hubs.
• Growth outside North America and Europe remains a key driver of global usage.

Demographics by Age for TikTok Users

• Users aged 25–34 represent over 35% of the adult TikTok audience.​
• Young adults aged 18–24 form 31% of users, the largest age cohort.​
• Gen Z accounts for 60% of TikTok’s active users globally.​
• The 35–44 age group comprises 19%, expanding the platform’s reach.​
• 30+ users now total 38%, up from 22% in 2021.​
• Gen Alpha and teens make up 25%, prominent but declining slightly.​
• 45+ demographics hold 10%, growing for educational content.
• 55+ users increased 62% since 2021, favoring hobbies.
• 18–34 year olds drive 65% of engagement via personalized features.

Demographics by Gender for TikTok Users

• Global gender distribution on TikTok in 2026 leans slightly male at 54.6%, with females making up 45.4% of users.
• Among TikTok users aged 25–34, males are the largest segment globally at 23.6% of the total user base.
• Male and female users aged 55+ are the smallest gender groups, each around 4% of total users.
• In the United States, women outnumber men on TikTok, accounting for roughly 61% of users.
• Region‑specific reports suggest Indonesia has a stronger female tilt (66% female users) compared to males (34%).
• Mexico’s gender spread is closer to a global average, with 56% female users.
• Russia’s TikTok presence shows >55% female users, especially among younger age brackets.
• Across global metrics, gender diversity on TikTok continues to evolve as older age groups grow their presence.

Younger Women Lead TikTok Product Review Usage in the U.S.

• Overall, 62% of U.S. TikTok users rely on the platform for product reviews and recommendations, including 27% who say it is a major reason and 34% who cite it as a minor reason.
• Among men aged 18–49, 56% use TikTok for shopping-related research, with 24% calling it a major reason and 32% considering it a minor reason.
• Usage drops among men aged 50+, where only 42% turn to TikTok for reviews, including just 10% who see it as a major reason and 32% as a minor reason.
• Women aged 18–49 show the strongest engagement, with a leading 74% using TikTok for product discovery, split evenly between 37% major and 37% minor reasons.
• Among women aged 50+, nearly 49% rely on TikTok for recommendations, including 16% who consider it a major reason and 33% a minor reason.
• The data highlights that younger women are the most influential consumer segment on TikTok, making them a key target audience for brands and marketers.
• Compared to older users, Gen Z and Millennial women are significantly more likely to treat TikTok as a primary shopping research platform, reinforcing its growing role in social commerce.

Time Spent and Frequency of Use on TikTok

• Globally, users spend an estimated 48.5 hours per month on TikTok in 2026, showing significant growth over previous years.
• TikTok users open the app an average of 19 times per day, suggesting habitual engagement.
• Globally, the average user watches 95 minutes of content daily, totaling high watch time across sessions.
• Daily watch patterns include an average of 92 videos per day per user across roughly 10.85‑minute sessions.
• In the U.S., adults average around 52 minutes per day on the app, while teens average 87 minutes.
• Android users globally spend about 34 hours monthly within the app.
• TikTok’s usage intensity outpaces many competitors, with average session times surpassing platforms like Instagram and others in comparative benchmarks.
• Frequent usage and session counts underscore how TikTok’s algorithm fosters repeated engagement throughout the day.

Engagement Rate Benchmarks in TikTok

• TikTok boasts an average engagement rate of 3.70% in 2026, showing a 49% year‑over‑year increase.
• By comparison, Instagram’s average engagement sits around 0.48%, and Facebook’s is near 0.15%, highlighting TikTok’s relative strength.
• Engagement rate growth is buoyed by increases in shares per post, up 45% year‑over‑year.
• While comments have declined, overall interaction metrics continue to expand.
• TikTok’s benchmarks suggest that short‑form video content yields stronger engagement than longer formats on other platforms.
• High engagement is a critical signal for marketers considering platform ROI and visibility.
• As usage diversification continues, these benchmarks help guide content strategies to maintain performance.
• TikTok engagement rates also reflect how platform features and trending formats evolve.

Country and Regional Breakdown of TikTok Users

• The U.S. leads in active user count, with an estimated 148 million users in 2026.
• Indonesia is a close second, with approximately 180 million TikTok users, reflecting deep mobile adoption.
• Brazil ranks third with an estimated 130 million users on the platform.
• Mexico (77.5 M) and Vietnam (65.6 M) round out major growing TikTok markets.
• Regions such as Pakistan (62.0 M) and the Philippines (56.1 M) also feature among the top user counts.
• The majority of TikTok’s monthly active users are located across Asia‑Pacific, the Middle East, and Africa (51%), with North America and Europe combined accounting for about 30% of global usage.
• Smaller but significant user bases include Thailand (50.8 M) and Bangladesh (41.1 M).
• Regional saturation can exceed population figures, with adoption rates over 100% of adult populations in places like Saudi Arabia and the UAE.

Content Consumption Habits on TikTok

• TikTok users worldwide engage deeply with short‑form videos, averaging 92 videos daily per person.
• A user typically opens the app about 19 times per day, showing frequent return behavior.
• Many TikTok sessions span 10+ minutes, indicating meaningful attention per visit.
• The platform’s recommendation engine fuels a “For You” experience that keeps users watching longer and swiping faster.
• Users’ content choices range from entertainment to shopping, news snippets, and personal finance trends.
• Viral challenges and hashtags drive repeat engagement and trend participation.
• Brands and creators tailor content to leverage high view counts and diverse user interests.
• Content consumption patterns continue to evolve, with users valuing both short entertainment bursts and deeper topic explorations.

Creator and Influencer Trends on TikTok

• TikTok creators earned $4.1 billion in 2024, projected to reach $5.7 billion in 2025 as the creator ecosystem rapidly professionalizes.​
• Influencer marketing spend on TikTok is expected to hit $15 billion by the end of 2025, led by fashion, beauty, fitness, and gaming deals.​
• Around 2 million creators now produce content on TikTok, with over 1.5 million verified, signaling a large, structured creator class.​
• In Q3 2025, the number of creators earning income via TikTok One grew 1,267% year‑on‑year, underscoring explosive monetization growth.​
• 61% of TikTok users have purchased something after seeing it on the platform, with 70.06% of TikTok Shop GMV coming from short‑form video content.​
• 37% of Americans under 60 have bought from TikTok Shop, averaging 12 purchases and about $700 in annual spend per person.​
• On Black Friday 2024, TikTok Shop generated about $100 million in sales, with over 30,000 shopping‑focused livestreams in a single day.​
• Creator‑driven ads on TikTok deliver engagement rates 1.6× higher than traditional advertising formats, reinforcing influencers’ cultural impact.​
• In late 2024, 68% of #FinTok users said TikTok finance videos improved their home finances, and 53% planned to increase #FinTok usage.​
• FinTok viewers gained an average of 42 pieces of financial knowledge in 2024, with Gen Z alone learning about 49 distinct money tips.​

Video Performance Metrics in TikTok

• Each second, TikTok sees thousands of videos uploaded, totaling over 16,000 uploads per minute globally.
• Daily video uploads exceed 23.5 million per day, reflecting high creator output.
• Average user watch time globally approaches 95 minutes per day, surpassing many competing platforms.
• Daily engagement per user often includes viewing 90+ videos per day, indicating sustained video consumption.
• Session length averages 10+ minutes, suggesting meaningful time per viewing cycle.
• Mobile remains the dominant access method, with TikTok’s mobile traffic representing the bulk of views.
• As creators optimize for loops and retention, metrics like completion rates and shares become critical benchmarks.
• Performance insights guide both content strategy and monetization priorities.

Most Watched TikTok Videos Worldwide

• Zach King’s Magic Ride dominates global TikTok with a massive 2,300 million (2.3 billion) views, making it the most-watched TikTok video ever.
• James Charles’ Christmas Sisters ranks second, generating an impressive 1,800 million (1.8 billion) views, highlighting the strong influence of creator-driven content.
• Zach King’s Unexpected Hiding secures third place with 1,100 million (1.1 billion) views, reinforcing Zach King’s dominance in viral illusion videos.
• Glass and Cake Illusion by Zach attracts 966.7 million views, proving that visually creative short-form content consistently performs well.
• “M to the B” lip-sync by Bella records 690.7 million views, showcasing the viral power of music-based and lip-sync trends.
• Zach King’s Wet Wall Illusion amasses 659.5 million views, further establishing Zach King as one of TikTok’s top-performing creators.
• Sorrel Horse Dancing to “Say It” achieves 421.3 million views, demonstrating how animal and novelty content resonates strongly with audiences.
• Nyadollie’s Beauty Tutorial Look reaches 409.1 million views, highlighting the popularity of beauty and makeup-related videos on TikTok.
• An Adorable Baby Laughing by Daexo garners 392.4 million views, reflecting the consistent appeal of family-friendly and emotional content.
• Billie Eilish’s Face Warp Challenge closes the top 10 with 357.4 million views, showing how celebrity-related challenges drive high engagement.

Ad Performance and ROI Benchmarks in TikTok

• TikTok advertising tends to deliver strong ROI for paid campaigns, with some reports indicating 96% higher paid media ROI compared with other digital channels when creative and targeting align.
• Conversion rates for TikTok ads range from 1.1% to 2.4%, depending on campaign type and optimization.
• Average click‑through rates (CTR) on TikTok ads hover around 0.84%, reflecting solid engagement relative to many social ad norms.
• Advertisers who integrate organic creator content with paid ads often see improved ROI and lower costs per conversion due to enhanced trust and authenticity.
• Efficient TikTok campaigns use cross‑channel data to better measure outcomes beyond clicks, tracking engagement, view‑through rates, and multi‑touch attribution adds performance context.
• Optimization trends in 2026 emphasize performance measurement across paid and organic feeds, combining insights for more reliable ROI evaluations.
• TikTok’s performance marketing strength lies in compressing the purchase funnel, enabling discovery, consideration, and conversion within short user journeys.
• Campaign success increasingly ties to creative quality and relevance, with high relatability content generating the most measurable impact.

Advertising Costs and Formats in TikTok

• In 2026, TikTok ad costs remain competitive, CPC (cost per click) typically ranges from $0.30 to $1.50, depending on audience targeting and creative execution.
• CPM (cost per 1,000 impressions) generally falls in the $5 – $12 range, keeping TikTok on par or cheaper than many traditional social channels.
• Cost per engagement (CPE) on TikTok can be as low as $0.01 – $0.07, supporting large‑scale interaction at modest spend.
• Minimum campaign budgets commonly start near $500 total, with daily minimums around $50 to maintain ad delivery.
• TikTok offers multiple ad formats, including In‑Feed Ads, Spark Ads (boosted organic posts), TopView (premium opening placements), Branded Hashtag Challenges, and Branded Effects, each with unique cost and engagement profiles.
• Premium formats like TopView or Branded Hashtag Challenges often command higher CPMs, sometimes exceeding $15 due to guaranteed visibility.
• Overall pricing varies by vertical; competitive sectors like beauty and e‑commerce typically see higher average CPCs than less crowded categories.
• TikTok’s bid‑based system means that more precise audience targeting often raises costs, while broader campaigns can generate lower CPMs.

TikTok Advertising Revenue Growth

• TikTok’s ad revenue reached $2.0 billion in 2020, marking the platform’s early stage in global digital advertising monetization.
• In 2021, revenue doubled to $4.0 billion, reflecting rapid advertiser adoption and expanding brand presence.
• By 2022, earnings surged to $11.6 billion, showing a nearly 3x year-over-year increase driven by strong user engagement.
• 2023 recorded $18.0 billion in ad revenue, highlighting TikTok’s transition into a major global advertising platform.
• In 2024, revenue climbed to $23.6 billion, supported by improved ad formats, targeting tools, and creator partnerships.
• 2025 is projected to reach $33.1 billion, signaling accelerated growth in performance marketing and social commerce.
• By 2026, TikTok’s advertising income is expected to hit $44.0 billion, reinforcing its position among top digital ad networks.
• 2027 forecasts show revenue rising to $54.0 billion, representing more than a 26x increase compared to 2020 levels.
• Overall, TikTok’s ad business is projected to grow from $2.0 billion in 2020 to $54.0 billion in 2027, demonstrating sustained dominance in short-form video monetization.
• This long-term growth trend reflects rising advertiser trust, expanding global reach, and increasing ROI for brands on the platform.

Social Commerce and Shopping Trends via TikTok Shop

• TikTok Shop global sales are projected to exceed $20 billion in 2026.
• 59% of weekly TikTok users have engaged in e-commerce behaviors on the platform.​
• Daily U.S. TikTok Shop purchases averaged $32 million in 2024.
• US TikTok Shop generated $15.82 billion in sales in 2025, up 108% year-over-year.
• 47.2 million Americans made purchases through TikTok Shop by the end of 2024.​
• US shoppers averaged $708 annually on TikTok Shop in 2024, or $59 per purchase.
• Global TikTok Shop GMV reached $33.2 billion in 2024.
• 76% of TikTok Shop consumers bought from a livestream in the past year.​
• 171,000 small U.S. businesses now sell on TikTok Shop, with sales up 70% year-over-year.​

Role of TikTok in Product Discovery and Purchasing

• TikTok’s recommendation feed accelerates product discovery by placing branded content directly in front of users beyond traditional search.
• TikTok drives a significant share of shoppable interactions, with 15% of all product discoveries happening within the platform’s ecosystem.
• User behavior studies show that 56% of users open TikTok specifically to explore new products or ideas, reflecting strong discoverability power.
• The blend of entertainment, influencer recommendations, and commerce content creates impulse buying situations that outperform many traditional channels.
• Brands that align organic content with paid campaigns often see higher search uplift and direct purchase inquiries outside the platform.
• Social learning behaviors on TikTok, where users watch reviews, demos, and testimonials, fuel informed purchase decisions.
• Cross‑channel measurement tools now help quantify TikTok’s impact on sales beyond the app itself, including off‑site purchases.
• Short‑form video content remains a pivotal driver of product discovery, especially among younger demographics and mobile shoppers.

Distribution of TikTok Videos Removed by Policy Violations

• Minor Safety violations account for the largest share, with 30.6% of all removed videos, highlighting TikTok’s strong focus on protecting underage users.
• Illegal activities and regulated goods represent 27.2% of removals, showing strict enforcement against fraud, drugs, and restricted products.
• Adult nudity and sexual activities make up 14.7%, reflecting continued moderation of explicit and inappropriate content.
• Violent and graphic content contributes 9.1%, indicating efforts to limit disturbing and harmful visuals on the platform.
• Harassment and bullying account for 5.3%, emphasizing TikTok’s stance against online abuse and toxic behavior.
• Dangerous acts and challenges comprise 5.2%, targeting trends that may cause physical harm or risky behavior.
• Suicide, self-harm, and disordered eating content represents 3.1%, showing monitoring of mental health–related risks.
• Hateful behavior leads to 2.5% of removals, reflecting action against discrimination and hate speech.
• Violent extremism makes up 1.4%, indicating the removal of content linked to radicalization and terrorism.
• Integrity and authenticity violations are the lowest at 1.0%, suggesting fewer removals related to misinformation and fake engagement.

Cultural Trends and Impact Driven by TikTok

• In 2024, 84% of songs that entered the Billboard Global 200 first went viral on TikTok, showing the app’s central role in shaping global music charts.
• A TikTok “flower” backstage fashion clip reached 2.9 million views, illustrating how simple short-form content can spark global fashion memes and trends.​
• Another menswear TikTok presentation video hit 2.4 million views, underscoring TikTok’s power to amplify niche runway moments into mainstream fashion culture.​
• TikTok’s Add to Music App feature has generated well over 1 billion song saves to streaming services, tightly linking platform virality to broader music consumption.​
• After a peak in TikTok views, artists see an average 11% increase in on‑demand music streaming over 3 days, reinforcing TikTok’s impact on listening behavior.​
• A 2025 social index shows 37% of consumers use TikTok to keep up with trends and cultural moments, highlighting its role as a real-time culture tracker.​
• Overall, 90% of consumers say they use social media to follow trends and cultural moments, positioning TikTok as a major driver within this broader cultural ecosystem.​
• One mental health TikTok initiative involving 105 influencers with 8.5 million collective followers drove more than 3 million additional views of mental health content, showing cultural reach around wellness narratives.​
• Youth-focused public health TikTok accounts in one study generated over 2.58 million likes, 13,775 comments, and 21,254 shares, evidencing strong engagement with social and health causes.​

Frequently Asked Questions (FAQs)

Conclusion

TikTok has firmly established itself not just as a social platform but as a dominant force in advertising, commerce, and cultural influence. With billions of users reachable through diversified ad formats and cost‑competitive pricing, marketers find new ways to connect with audiences where they discover, engage, and buy. TikTok’s performance benchmarks, from ROI to engagement, consistently show why brands invest more here than on many legacy platforms.

Meanwhile, TikTok Shop and algorithm‑driven discovery continue redefining how users find and purchase products. As trends evolve, TikTok’s fusion of entertainment, commerce, and community signals its central role in the future of digital engagement and consumer behavior.