15 Surprising TikTok Facts and Statistics

TikTok’s meteoric rise across the world had an interesting start. Launched in 2016 as Douyin, it has grown to become one of the most popular social apps. Learn about its (rather brief) history and why so many businesses are utilizing its unique features.

With 1.56 billion users worldwide, TikTok is the 5th most popular social media platform. It has captured the interest of mainly GenZ demographics. 

Despite being banned in India, one of the world’s biggest economies, TikTok has managed to maintain a huge audience base. Today TikTok is used by 30.95% of social media users worldwide and 29.15% of Internet users. 

Let’s take a detailed look at the facts and figures about TikTok users, demographics, usage, app penetration, revenue, and TikTok influencers.

TikTok started as Douyin in 2016, owned by Chinese tech company Bytedance. It soon became popular across China. Founder Zhang Yiming had always wanted to expand Douyin overseas, so TikTok was launched for international markets in September 2017. It really took off worldwide in 2018 after merging with another Chinese social app, Musical.ly. The video-and-music combo proved popular and took the world by storm, especially during COVID-19 lockdowns.

Essentially, TikTok is the international version of Douyin, but with some key differences that will be explained below.

It may seem that there are new apps and trends becoming popular almost every day across the Internet, but TikTok deserves special attention. Some of the world’s leading brands now advertise their products and services on the platform (some of our favorite TikTok ad examples are here). If you aren’t already marketing on TikTok, read on to learn why it’s so lucrative.

Surprising TikTok Facts and Statistics

To highlight exactly why it is so important in the advertising world today, we have compiled 15 of the most important TikTok facts and key TikTok statistics.

1. TikTok Has More Than 2 Billion Active Monthly Users

TikTok have 2.05 billion registered users worldwide in 2024.

In 2022, TikTok had 1.7 billion registered users, and the platform was predicted to have 1.9 billion users worldwide in 2023. 

Further, by 2027, the predicted number of TikTok users is anticipated to reach 2.25 billion. 

Number of of registered TikTok users

This is huge, because other apps, such as Instagram, took around six years to reach the billion-user mark. Similarly, it took Facebook four years to reach this figure. TikTok did it in around three years and is still among the fastest-growing brands in the world.

2. It’s Been Downloaded More Than 4 Billion Times

The download statistics for TikTok are highly impressive. TikTok is by far one of the most downloaded apps in the world in recent years. The total number of TikTok app downloads crossed more than 1.5 billion and 1 billion on the App Store and Google Play Store.

Given its relatively recent release in 2016, TikTok made its way into the list of the ten most-downloaded apps for the past decade, ranking seventh, much ahead of even YouTube and Twitter. It is also the first non-facebook app to reach this height.

It was also the most downloaded app of 2022. TikTok was downloaded 13.9 million times by iPhone users in 2022. On the Google Play Store, TikTok has amassed more than 1 billion installs, which clearly shows just how popular it is amongst mobile users.

3. More and More Adults are on TikTok

In 2021, TikTok was the most popular app among US teens and young adults, but it’s no longer just an app for teens. In the US in 2022, the 25-34 age range accounted for 25.4% of TikTok users. When combined with the 18-24 demographic (23.9%), adults in the lucrative 18-34 demographic accounted for 49.3% of TikTok users in the United States.

While the “10-19” age range accounted for 25% of US users in 2021, the “12-17” age range accounted for only 17.7% in 2022.

For advertisers, this is a very important statistic as we see TikTok users mature.

By marketing on TikTok, advertisers can target the important 18-34 age group, which tends to be more willing to try out new things. As an advertiser, this could be one of the most eye-opening TikTok facts and statistics for you.

When you add in the variety of different TikTok ad formats and specs into the mix, you realize that this is one of the best branding apps in the world right now!

4. It Has the Highest Social Media Engagement Rate Per Post

According to data from Upfluence, TikTok’s engagement rate is significantly higher than other major networks including Instagram, YouTube, and Facebook. Micro-influencers on the platform charge considerably less but are able to achieve engagement rates of around 18%.

For perspective, Instagram had an engagement rate of 3.86%, whereas YouTube’s engagement rate is 1.63%.

5. TikTok’s Usage Per Day Continues to Increase

According to data from Sensor Tower, TikTok’s engagement by country has increased year over year. In 2022, TikTok users averaged 95 minutes per day on the app, compared with 62 minutes in 2020.

6. 18% Of All Internet Users Use TikTok

As of 2022, 20.83% of internet users in the world (4.8 billion) were on TikTok. Compare that with 2020, when TikTok was used by 18% of all internet users around the globe.

Platforms like TikTok, which rose in popularity dramatically during the lockdown, served as a fantastic gateway for brands who wanted to reach their target markets during a disruptive phase. 93% of the platform’s users expected companies to provide practical information about how they were coming to grips with the lockdown. 88% of respondents also expected companies to run ads showing how to respond to the coronavirus threat.

7. TikTok is Available in 154 Countries

TikTok is THE ultimate home for mobile videos. These short-form videos are addictive and exciting, and above all, available in more than 154 countries. Despite its ban in India, TikTok is still available in 154 countries across the globe. The app has also been translated into more than 75 languages.

As a marketing professional, this is an incredibly important statistic. The app has grown rapidly in many countries, and it’s highly likely that you’ll find your target audience in one of these countries. By targeting micro-influencers in these countries, you can easily grow your brand in different markets!

8. 90% of TikTok Users Access the App Daily

Nine out of ten users on TikTok access it on a daily basis. When you consider the fact that almost 75% of all apps that are downloaded are usually only accessed once and then relegated to app oblivion, this suddenly becomes a huge figure.

With 50 million daily active users around the United States (almost 19% of all mobile internet users in the country), TikTok is a fantastic marketing platform. The reason for this is fairly obvious: it’s incredibly addictive. TikTok continues to show a steady stream of content the more you use it, and as its AI brain understands your viewing habits, the content becomes more and more relevant.

Every time you open the app, an ad pops up. These 5-second ads might seem innocuous at first, but when you consider the sheer number of people who access the app daily, you get a lot of eyes on these simple ads.

9. It’s The 5th Most Popular Social Media Platform in the World

TikTok is currently the 5th most popular social media platform in the world, and it crossed that figure in record time. It’s also important to highlight here that TikTok has continued to grow rapidly, and its charge to the top shows no signs of slowing down.

At this rate, it’s highly probable that the app will breach the Big Five in the next couple of years. It’ll be the first Chinese app to become this big. It’s little wonder then that the app has become increasingly interesting for marketers.

10. More Than 1 Billion Videos Viewed Daily

During its first year, TikTok videos were viewed 1 million times a day. That’s big, because the company achieved this milestone in record time. Fast forward to today, and more than 1 billion videos are viewed on the platform.

Content is one of the main reasons why people keep coming back to this platform. TikTok makes it easy for the average content creator to create unique content, with an array of video effects, filters, and music choices. It is highly probable that this figure has increased dramatically due to the effects of the pandemic.

11. TikTok is Among the Most Searched YouTube Query

The app’s success has permeated other platforms as well.

In 2022, the term “TikTok Mashup 2022” was the most-searched YouTube query in the United States, according to Semrush. This is because YouTubers often compile TikTok videos and put them on YouTube, which is a common way of repurposing content from the app.

Globally, “TikTok” remains the 2nd most-searched term of all time.

This means that the TikTok videos receive more attention than what is officially recorded.

12. TikTok’s Revenue Has Increased Exponentially Year-over-Year

In 2017, the company posted $63 million in revenue. In 2020, TikTok revenue ballooned to $1.9 billion, according to Business of Apps. In October 2020 alone, the company generated $115 million from in-app purchases, according to data from Sensor Tower.

All of this has greatly benefited ByteDance, the company behind TikTok. Based on anonymous sales data from online traders (gray market), ByteDance’s value has soared above the $400 billion mark. As it stands, this is the most valuable startup in the world.

As you can imagine, TikTok’s primary source of revenue is ads. Ads on TikTok have a CPM that starts at $10, with publishers having to spend at least $500 for each campaign. Hashtag challenges can cost upwards of $100,000, whereas brand takeover ads can cost anywhere between $20,000 and $200,000.

According to AdWeek, TikTok also recommends spending up to $200,000 additionally to promote hashtag challenges. Needless to say, if done correctly, TikTok can really improve a brand’s reach.

Back in 2018, TikTok made $3.5 million on in-app purchases from users. In 2023, TikTok’s revenue reached an impressive $14.3 billion, a 52% increase year-on-year. TikTok revenue and usage statistics are nothing short of impressive.

While the majority of TikTok’s revenue comes from ads, according to the latest TikTok stats, the contribution of user in-app purchases to revenue is impressive. 

Users buy filters and effects to make their content more interesting. Despite not being the largest market in terms of the number of users, the U.S. accounts for the majority of purchases related to in-app and advertisements.

13. More Than a Third of TikTok’s Users Make $100k+ Annually

In 2019, 37% of all TikTok users had a median household income of $100k or higher; by March 2020, that number had risen to 40.2%. Whereas adoption is incredibly high amongst households that generate less than $25k per year, you should know that a vast majority of TikTok’s users are affluent.

If you know how to segment your audience carefully, you could easily end up maximizing your ROI from your marketing campaigns.

14. TikTok and Douyin Look the Same But Are Different

The apps look exactly the same, but the two platforms do not interact and users can’t see each other’s posts. Douyin also has a few extra features such as photo search and in-app stores.

15. Monthly Active Users in the United States

Over the past few years, the number of US adults using TikTok has been on the rise fairly consistently.

If you take into account the TikTok monthly active users statistics in the US, it hit the staggering mark of 102 million in the US alone. Due to the staggering growth that followed, it is estimated that the current number of monthly active TikTok users in the US might cross 121 million by the end of 2027.

Why to Pay Attention to TikTok

Paid user acquisition on TikTok is one of the best investments that you can make. At yellowHEAD, we specialize in developing and implementing strategies that improve brand recognition for our clients. In fact, we recently worked on a TikTok campaign for a client, which resulted in a 19.5% increase in ROI and a 6x decrease in their CPM.

TikTok is too big to ignore as a marketing channel. These major facts about TikTok should serve as an eye-opener for forward-thinking marketing professionals and brands.

Contact yellowHEAD to learn how we help brands promote themselves on TikTok.

This article was first published in January 2023.