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List of TikTok stats and key figures
1. TikTok in figures: Continued progress
TikTok had 1.59 billion monthly active users as of February 2025, confirming its position as the 5th largest social network in the world. The platform maintains its position as the most downloaded application with 825.48 million downloads in 2024.
Key figures:
- TikTok surpassed one billion monthly active users in 2025, reaching 1.59 billion monthly active users today
- Present in 155 countries and available in 75 languages
- 157.6 million monthly active users in Indonesia (1st country)
- 120.5 million monthly active users in the United States (2nd country)
- Over 4.366 billion downloads since its inception
Performance in France:
- 39.2% of French Internet users aged 16 to 64 use TikTok
- 14.9 million monthly active users in France
- 9.9% of French people list TikTok as their favorite social network
In each country, TikTok has millions of users, illustrating its growing popularity and strong global presence.
According to an article published by Statista, these numbers confirm TikTok's dominance in the global market.
2. Content creator ecosystem
The TikTok creator economy is rapidly becoming professional. Khabane Lame remains the most followed creator with 161.4 million subscribers as of March 2024.
Distribution of creators:
- 100,000+ influencers on the global platform
- The majority have fewer than 10,000 subscribers
- Nano-influencers (1K-10K) get 12% engagement rate in France
- Nano-influencers reach 11.97% of global engagement
Creators' earnings:
According to the 2024 balance sheets shared by French creators, revenues vary considerably:
- Emerging creators : €19,000 annually for a creator publishing daily
- Nano-influencers : 500-1500€ monthly for 100K subscribers
- Brand collaborations : Between $56 and $4,300 per publication depending on the audience
Top French designers 2024:
- Latiktokeuse 869 : 24.4 million subscribers, 412.8 million likes
- Tibo InShape : Fitness and motivation content, followed by millions of subscribers
- Benoit Chevalier : Makeup and diversity tutorials, also followed by millions of subscribers
- Sean Garnier : Freestyle soccer, also has millions of subscribers
The diversity of profiles shows that TikTok offers opportunities for all creators, from nano to mega-influencers. Numerous specialized articles have analyzed the evolution of the creator ecosystem on TikTok, highlighting the impact of these millions of subscribers on the dynamics of social networks.
3. Young and Connected Audience Profile
- Nearly half (47%) of TikTok users have between 10 and 29 years.
- However, the platform is attracting an increasingly large audience: 42% of users are between 30 and 49 years old.
- 78.7 million users assets are located in the United States, including 37.3 million from Gen Z.
- 61% of TikTokers are women, versus 39% of men.
TikTok has become known as the favorite network for teens, but its audience is constantly growing and diversifying. The platform thus makes it possible to target different audiences, from adolescents to adults, maximizing the engagement and reach of campaigns.
Although Gen Z remains predominant, it is becoming an increasingly transgenerational medium.
A golden opportunity for brands looking to target a young and connected audience, without locking themselves into a niche.
4. Record Commitment and Interaction
- On average, users pass 95 minutes per day on TikTok, that's more than 24 hours per month watching videos!
- 90% of users connect to the app several times a day.
- 83% of TikTokers have already posted a video.
- 68% of users better remember brands that use their favorite music in their videos.
TikTok stands out for the exceptional commitment of its community.
Far from simply consuming content, users interact massively through likes, comments, shares and especially by creating videos themselves.
For brands, it is a great sounding board to boost the reach and memory of their campaigns.
5. Top Most Popular Content
TikTok stands out for the wide variety of creative content offered by its community.
But what types of videos are the most popular with users?
Focus on the trends and specificities of the content that is a hit on the platform.
- Music and dance videos remain the most popular on TikTok, driven in particular by viral challenges such as #GhostPhotoshoot or #LunarNewYear.
- Humorous content, such as parodies, skits, and quirky reactions, is also popular with TikTokers looking for entertainment.
- Tutorials and tips of all kinds (beauty, cooking, DIY...) are meeting with increasing success, with 62% of users who like them.
- Personal stories and stories, which are often moving, are another very popular type of content that garners a lot of engagement.
- Challenges and hashtags sponsored by brands, such as the famous #PepsiCanBalance, allow users to co-create content and take ownership of the world of advertisers.
To succeed on TikTok, brands must therefore rely on creative, entertaining and authentic content, in line with current trends.
Humor, music, participatory formats, and inspiring stories are key ingredients in capturing users' attention.
Feel free to explore popular hashtags for inspiration!
6. A Marketing Lever with High Potential
- 72% of users find ads on TikTok more inspiring than on other platforms.
- Collaborating with creators multiplies the memory rate of campaigns by 4.
- Hashtag challenges increase brand awareness by 4.5 times.
- 49% of TikTokers say that the platform helped them with their buying decisions.
TikTok offers brands innovative and effective advertising tools to promote their products and develop their image in a creative way.
By using engaging formats such as hashtag challenges and influencer marketing, advertisers can increase the impact and reach of their campaigns. It is essential to optimize brand visibility on TikTok in order to maximize the impact of marketing campaigns and to stand out in a highly competitive environment.
As of January 2024, TikTok has recorded remarkable penetration in some countries and territories, including the United Arab Emirates and Saudi Arabia, where over 130% of people aged 18 and over have adopted this application. Of sharing video.
In Malaysia, the penetration rate reached 113%.
In the United States, around 54% of the online population, or nearly 150 million individuals, used TikTok.
Future of TikTok: between mass adoption and bans
TikTok has been going through a complex period since 2020. The platform is owned by ByteDance, a Chinese group, which is fuelling debates about regulation, security, and potential proximity to the Chinese government.
The platform has 1.7 billion monthly active users. However, several countries limit or prohibit access to its ecosystem.
Situation in the United States: A ban suspended
In January 2025, TikTok temporarily stopped its services in the United States. The application came back online after President Trump intervened. He gave an additional 75 days to negotiate a solution.
The recent chronology:
- April 2024 : Biden signs a law requiring the sale of TikTok by parent company ByteDance
- January 18, 2025 : TikTok ceases its American services
- January 20, 2025 : Trump announces a negotiation deadline
This situation affects 170 million American users. Creators lose between $300 and $2,000 in monthly revenue depending on their audience.
Global Bans: State of Play 2025
Several countries maintain comprehensive restrictions:
Other countries have partial restrictions. The European Union bans TikTok on professional devices. Canada, the United Kingdom, and France have taken similar measures.
Security concerns behind the restrictions
Governments point to several security issues:
- Data collection : Geolocation, contacts, browsing history
- Links with China : ByteDance, a Chinese company, remains subject to Chinese legislation, raising concerns about data management
- Opaque algorithms : Non-transparent recommendation process
- Political influence : Risks of manipulating information
TikTok is responding with transparency measures.
The company has created transparency centers in 6 countries. It has been storing American data at Oracle since 2023.
The company publishes quarterly reports on content moderation.
Economic impact of restrictions
Bans are costly to the TikTok ecosystem:
- 2024 advertising revenue : 18.2 billion dollars (-12% vs objectives)
- Indirect jobs : 2.4 million jobs supported in the United States
- SME users : 7 million American businesses on the platform
- Creator fund : 2.5 billion invested since 2020
TikTok reactions and adaptations
ByteDance is adapting its strategy in the face of restrictions:
- Geographic diversification : New offices in Singapore, Dublin and London. Investments of 12 billion euros in Europe between 2023-2024.
- Product innovation : Launch of TikTok Shop (integrated e-commerce). Sales increased by 200% in 2024. Development of advanced marketing tools for businesses.
- Strengthened compliance : 40,000 employees dedicated to moderation. AI detects automatically 95% of violent content. Partial publication of the algorithmic code for inspection.
Alternatives are gaining ground during restrictions. Instagram Reels has 2.3 billion monthly users. YouTube Shorts reaches 2 billion connected users. In India, Instagram Reels replaced TikTok with 240 million users.
The future of TikTok depends on ongoing negotiations. Three scenarios remain possible: a partial takeover, a continued ban or fragmentation by region. Marketers need to diversify their strategies to reduce their dependence on the platform.
TikTok Business Key Figures
TikTok Business continues to establish itself as a powerful tool for brands, with explosive growth in advertising and e-commerce.
With 1.59 billion monthly active users worldwide (source: Business of Apps, February 2025), TikTok offers an ideal ecosystem for influencer campaigns, TikTok Ads, and product sales via TikTok Shop.
In France, Internet users contribute to this dynamic, with accounts like Léa Elui (16 million followers) boosting brand awareness.
Influencing opportunities for businesses; focus on local trends.
These TikTok stats show rapid growth, with a focus on e-commerce and influence. For businesses, TikTok Business is a strategic choice for high ROI campaigns, surpassing Facebook in engaging young people.
The types of content that get the most reactions on TikTok
The 2025 trend analysis reveals that certain content formats systematically generate more engagement and virality:
Conclusion
The numbers speak for themselves: TikTok is on the way to sustainably revolutionize the landscape of digital marketing.
Through its rapid growth, the unparalleled commitment of its community and the power of its advertising tools, the platform offers brands a unique opportunity to reconnect with younger generations.
To succeed on TikTok, brands will have to appropriate the creative codes of the platform, rely on authenticity and partnerships with creators.
The stakes are high, but the reward is great: to make a lasting impression with an ultra-connected audience.
So, ready to take on the TikTok challenge?
Then follow these marketing basics to support your social media marketing strategy.
FAQ
What is the engagement rate on TikTok compared to other social networks?
The average engagement rate on TikTok is 2.18% for influencers, surpassing Facebook (1.9%) but behind Instagram (4.2%). Among Gen Z Internet users, it reaches 4.2% for micro-influencers (10-50k subscribers). These statistics make TikTok a strategic choice for influencer campaigns and TikTok Ads.
What is TikTok's turnover and its evolution?
TikTok's turnover reached 33 billion dollars in 2025, up 20% from 2024, mainly thanks to TikTok Ads and e-commerce (TikTok Shop).
This economic success reflects the ecosystem of the application, where 77% of TikTok users discover products, generating sales through viral videos (source: Statista).
Is TikTok the most downloaded app in the world?
Yes, TikTok is the most downloaded application in the world with 4 billion cumulative downloads in 2025, up 15% compared to 2024. These figures surpass Instagram (3.8 billion) and Facebook (3.5 billion), confirming its explosive growth and its appeal for short video content (source: Backlinko).
How does TikTok influence business marketing strategies?
TikTok is an unmissable event for business marketing strategies, with an ROI of 5:1 for influencer campaigns. Statistics show that 33.5% of users buy products via lives, boosting brand awareness. Compared to Facebook, TikTok offers a younger audience and an algorithm that favors viral content (source: Influencer Marketing Hub).
