59 TikTok Stats to Know in 2025

Despite TikTok’s uncertain future and mysterious algorithm, there’s a lot of data about the platform and its users that marketers can use to refine their strategies.

Mar 10, 2025 - 12:05

Despite TikTok’s uncertain future and mysterious algorithm, there’s a lot of data about the platform and its users that marketers can use to refine their strategies.

I don’t know about you, but TikTok stats help me identify opportunities, pinpoint audience behaviors, and better understand the overall landscape of the platform as we head into an uncertain season of TikTok.

To help you make informed decisions about your strategy, I’ll share key TikTok statistics and facts to help you improve your social strategy in 2025.

Already know what stats you’re looking for? Jump there:

Table of Contents

TikTok Stats to Know in 2025

TikTok Stats for Marketers

Before I jump into overall TikTok stats, I want to share some key figures and best practices for marketers to know when using the app.

TikTok usage among social media marketers has increased 15% year over year. (HubSpot Blog Research)
27% of marketers are increasing their investment in TikTok in 2025, behind Instagram (28.84%) and YouTube (29.58%). (HubSpot Blog Research)
The best times to post on the app are 6-9 p.m., 3-6 p.m., and 12-3 p.m., and the best day is Friday. (HubSpot Blog Research)
According to a study, one in ten Gen-Zers is more likely to rely on TikTok than Google. (Adobe)
Over 2 in 5 Americans use TikTok as a search engine. (Adobe)
TikTok has the third-best engagement rate, according to marketers. Of marketers surveyed, 13% said that TikTok has the highest engagement rate. Ahead of TikTok is Facebook (22%), YouTube (23%), and Instagram (23%). (HubSpot Blog Research)
TikTok video downloads reached 186 million in quarter four of 2024. (Statista)
TikTok says that a few U.S.-based employees can “heat” videos, which means they can intervene to increase their viewership. (Forbes, eMarketer)
TikTok’s CPM is half the cost of Instagram, a third of the cost of Twitter, and 62% less than Snapchat. (eMarketer)
TikTok’s ad revenue worldwide is projected to reach $33.1 billion in 2025 and $54 billion by 2027. (Oberlo)

tiktok stats show the platform’s ad revenue growth between 2020 and 2027.https://www.oberlo.com/statistics/tiktok-ad-revenue

Userbase, Downloads, and Growth

Next, I want to cover TikTok’s general user data, including downloads and growth over the years.

Within TikTok’s first year, it reportedly reached 500 million monthly active users. While once considered a fluke, TikTok’s growth has only skyrocketed since then.

In September 2021, TikTok celebrated reaching 1 billion monthly active users. (TikTok)
Douyin, TikTok’s original standalone app in China, had 300 million users when Musical.ly merged with TikTok. (The Verge)
In 2024, TikTok was the most downloaded app globally (825.5 million downloads), followed by Instagram and Facebook. (Statista)
In 2024, TikTok was the most installed iOS app, with 186 million downloads, followed by Temu, with 138 million. (Business of Apps)
TikTok generated around 186 million downloads from users worldwide in the fourth quarter of 2024 (Statista)

Demographics

Next, I want to share a breakdown of TikTok’s major demographics. These demographics are based on TikTok’s user base around the world.

indonesia has the largest tiktok audience as of 2024.https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/

Indonesia, the United States, and Brazil have the largest audiences on TikTok as of August 2024. (Statista)
TikTok’s largest age group is between the ages of 18 and 24. (Statista)
70% of U.S. TikTok users identify as sports fans. (TikTok)
92% of Gen Z users aged between 16 and 25 years use YouTube. Instagram and TikTok follow, with 85% and 78% of U.S. Gen Z users. (Statista)
Among social media marketers who build social media communities, 28% say that TikTok is the most effective platform for building an active community on social media. (HubSpot Blog Research).

User Behavior

TikTok is a fast-paced app. The second you log in, you see a video at the top of a feed that’s algorithmically curated around your interests.

From my own experience, I can easily spend more time than expected watching an endless stream of entertaining videos. Since these videos can be anywhere from 6 seconds to 10 minutes, the app is ideal for bridging the gap between people who seek quick entertainment or those looking to learn from longer-form content.

Because of TikTok’s quick pace and highly curated feed, many of the stats below don’t surprise me. Instead, they point to what most marketers already know, which is that TikTok content has major influence over consumers.

tiktok stats show how much average time spent on the app has increased between 2019-2024https://www.oberlo.com/statistics/average-time-spent-on-tiktok

The average user spends 58.4 minutes per day on the app, according to Oberlo. (Oberlo)
73% of TikTok users watch whatever the algorithm suggests. (TikTok)
72.1% of Gen Z is now on TikTok, and 72.5% use Instagram. (eMarketer)
After seeing an ad on TikTok, viewers trust the brand 41% more and are 31% more likely to be loyal to the brand. (TikTok)
TikTok users are 1.5x more likely to buy products they discover on the platform. (TikTok)
Users are 1.8x more likely to agree that TikTok introduces them to new topics they didn’t even know they liked. (TikTok)
TikTok is 20% more likely to be the sole focus of a user's attention compared to video streaming platforms. (TikTok)
Millennial TikTok users are 2.3x more likely than other users to create a post and tag a brand. (TikTok)
A quarter of U.S. adults under 30 regularly get news on TikTok. (Pew Research Center)
40% of users say that their For You Page (FYP) is either extremely or very interesting to them. (Pew Research Center)
52% of U.S. adults on TikTok have never posted a video on the platform. (Pew Research Center)
The most active 25% of U.S. adults on TikTok produce 98% of public content. (Pew Research Center)
New recipes are the topics consumers search for the most on TikTok (36%), followed by new music (35%) and DIY tips (34%). (Adobe)

tiktok stats from adobe show that new recipes are the most searched for topic on tiktok.https://www.adobe.com/express/learn/blog/using-tiktok-as-a-search-engine

The Impact of TikTok

52% of consumers who make purchases after seeing TikTok ads were only exposed to TikTok. (TikTok)
Ads on TikTok viewed for less than six seconds still produce a stronger impact compared to ads viewed for 20 seconds or more. (TikTok)
41% of global Gen Z TikTok users say they’ve spent less time listening to podcasts since starting to use TikTok. (TikTok)
67% of female shoppers rely on creator recommendations before making a purchase. (TikTok)
57% of brands now leverage short-form videos (TikTok, IG Reels, etc.) as part of their social media strategy. (HubSpot Blog Research)
TikTok users are 1.8x more likely to convince their family and friends to buy the item they purchased previously (versus non-TikTok users). (TikTok)
44% of Gen X TikTok users say the platform helps them discover new things. (TikTok)
TikTok users are 1.4x more likely to buy a new tech product in the next six months (versus non-TikTok users). (TikTok)
TikTok delivers 1.8 times the share of conversions relative to its share of spend. (TikTok)

tiktok delivers 1.8 times the share of conversions relative to the share of spend, a key tiktok stat

Source

Shopping on TikTok

Social commerce has exploded in recent years, and TikTok Shop has been at the forefront of that. With live streaming and in-app shopping features, it’s easier than ever for creators and businesses to get in front of consumers when they’re ready to buy.

And I don’t know about you, but the more convenient it is to shop, the more likely I am to make a purchase.
Here are some TikTok stats that support that:

37% of TikTok users in the United States made purchases either through links on the app or directly on the platform. (Statista)
TikTok users are 1.4x more likely to order more food or grocery deliveries during festive seasons (versus non-TikTok users). (TikTok)
TikTok users are 1.3x more likely than other platform users to purchase a product to lift their spirits. (TikTok)
Millennial TikTok users are 2.9x more likely than other platform users to make a tutorial about a product after buying it. (TikTok)
50% of TikTok users have bought something after watching TikTok LIVE. (The Drum)
62% of U.S. adult TikTok users say one reason they use the site is to look at product reviews or recommendations. (Pew Research Center)

tiktok stats: a majority of tiktok users say the reason they use tiktok is for product reviews and recommendations.https://www.pewresearch.org/short-reads/2024/11/21/a-majority-of-us-tiktok-users-are-there-for-reviews-and-recommendations/

Viral Trends and Influencers on TikTok

I can’t tell you how many brands, creators, and businesses I’ve discovered, thanks to a viral video that popped up in my feed. TikTok has opened doors for influencers, comedians, meme creators, and even brands who have broken through the noise.

Here are a few interesting tidbits about viral trends and influencers on the app:

As of January 2025, the most followed creator on TikTok is Khaby Lame, with 162.4 million followers. Following close behind is Charlie D'Amelio, with 155.8 million. (Statista)
67% of marketers who work with influencers/creators work with micro-influencers (10,000-99,999 followers/subscribers). Only 17% work with mega influencers (over 1 million followers/subscribers). (HubSpot Blog Research)
47% of marketers value the quality of an influencer’s content when deciding who to work with. (HubSpot Blog Research)
90% of marketers will maintain or increase investment in influencer marketing in 2024. (HubSpot Blog Research)
Ads with Creators on TikTok drove a 26% increase in brand favorability among social/video platform users. (TikTok)
There are 27 million paid content creators in the U.S., and 44% of them are full-time. (The Keller Advisory Group)
Warner Music Group teamed up with six TikTok influencers and received over 1.5M likes, an average engagement rate of 17%, and 13.4K user-generated videos. (The Influencer Marketing Factory)

Business, Revenue, and Competition

The launch of TikTok not only put its parent company, ByteDance, on the map, but it also resulted in competition from apps like Facebook, which launched a very similar app called Lasso shortly after TikTok went viral. While TikTok and ByteDance are less transparent about revenue and other major details, here’s what we know:

TikTok is the highest-grossing global app for consumer spending, generating an estimated $2.5 billion. (ASO World)
TikTok has a 4.6-star rating in the Apple App Store and 4.2 in the Google Play Store. (Apple App Store, Google Play Store)
As of November 2024, Bytedance, TikTok’s parent company, is valued at $300 billion, making it the world’s most valuable startup. (Statista)
TikTok contributed significantly to ByteDance’s $17 billion international revenues in 2024. (eMarketer)

The Future of TikTok

Although TikTok is still a top social platform and is ramping up its options for advertisers, its future is up in the air. The temporary TikTok ban in January 2025 showed us how quickly we could lose the platform and all of the connections that come with it.

Though the ban was quickly reversed, it’s still a reminder that, as marketers, we should never rely solely on one platform. I believe that the possibility of losing one channel shouldn’t disrupt your entire marketing strategy.

Now for the good news: While we wait to see what’s in store for TikTok’s future, the platform remains an active place for marketers and creators to reach an engaged audience. In my experience, as long as the app is active, it’s best to continue creating content, engaging with your followers, and refining your strategy.

Plus, our latest HubSpot research found that short-form video is the top content format for B2B and B2C marketers. So, even if TikTok’s future as a platform is uncertain, marketers still need to flex their short-form video skills.

Where to Find More TikTok Stats

If you want to learn more about TikTok, you can read up on its short history and early success in this post or click here to find a how-to guide for using the app. I also like to discover important TikTok facts on various websites, including:

Want to see what other businesses are doing on TikTok? Check out this roundup of brands on TikTok.

Making the Most of Data

TikTok is an essential part of marketers’ strategy. These stats show how wide-reaching the platform is and the power of crafting the right message. Start experimenting with TikTok today, find the right strategy for you, and grow.

Editor's note: This post was originally published in November 2019 and has been updated for comprehensiveness.