TikTok Usage Statistics 2025: Secrets Behind Growth

The social‑video platform TikTok has rapidly moved from cultural phenomenon to business‑critical channel, and its reach and engagement levels reflect that shift. From everyday users spending nearly an hour per day scrolling through feeds to brands investing seriously in the format, the platform’s impact spans entertainment, commerce, and community building. Read on to explore the full set of statistics behind that momentum.

Editor’s Choice

• 1.59 billion monthly active users globally as of early 2025.
• The average user spends ≈ 55 minutes and 48 seconds per day on TikTok.
• Users open the app 15.4 times per day, on average.
• The U.S. TikTok audience stands at 135.79 million users as of February 2025.
• In Q2 2025, TikTok recorded 192 million downloads globally.
• An estimated 8+ openings per day for many users.
• The average session length globally: around 10.85 minutes per session.

Recent Developments

• The platform’s global monthly active user count reached 1.59 billion in early 2025.
• Daily time spent per user rose to approximately 55 minutes and 48 seconds in 2025, from ~52 minutes in 2022.
• The average number of app launches per day is estimated at 15.4 in 2025.
• Annual growth in ad revenue is projected at +40% in 2025, reaching an estimated $33.1 billion.
• The session length of ~10.85 minutes puts TikTok ahead of many peers in engagement per session.
• Downloads in Q2 2025 alone numbered 192 million globally.
• Users under 25 are 3.2 × more likely to engage with trending hashtags than users over 40.

How Social Listening Impacts ROI Confidence

• LinkedIn shows the highest ROI confidence among listeners, with 76% of social marketers confident, compared to 71% of non-listeners.
• On Instagram, ROI confidence jumps from 63% (non-listeners) to 76% for organizations that practice social listening.
• Facebook users who leverage social listening report 67% confidence in ROI vs. 59% for those who don’t.
• TikTok also benefits from listening, with 63% of listeners confident in ROI compared to 52% of non-listeners.
• On Reddit, the gap is narrower: 56% of listeners vs. 52% of non-listeners feel confident in platform ROI.
• YouTube sees ROI confidence rise from 50% (non-listeners) to 56% (listeners).
• For Pinterest, confidence improves from 43% without listening to 53% with it.
• X (formerly Twitter) has one of the lowest ROI confidence levels, but still shows a gain: 38% for listeners vs. 27% for non-listeners.
• Threads ranks lowest in ROI confidence, with only 30% of listeners and 16% of non-listeners feeling confident.

Global TikTok User Count

• TikTok’s global monthly active user base stood at ≈ 1.59 billion in early 2025.
• It is expected to reach 1.9 billion users by the end of 2025, according to some estimates.
• In June 2025, more than 30.27% of social‑media users worldwide were using TikTok.
• The U.S. market accounts for approximately 135.79 million users.
• Among all internet users globally (~5.35 billion), about 28.62% use TikTok.
• Early 2025 data confirms that TikTok surpasses many social apps in growth speed and penetration.

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TikTok App Downloads

• In Q2 2025, TikTok recorded 192 million global downloads.
• Total global downloads of TikTok have exceeded 4 billion historically.
• In 2024, the app remained among the top‑downloaded apps worldwide.
• Android downloads account for >90% of global installs, while iOS dominates in the U.S. market.
• The rate of new downloads indicates continued global penetration even among older age groups.
• Markets like Indonesia, Brazil, and Mexico remain high‑growth in downloads beyond Europe and the U.S.
• Download spikes often align with major cultural or marketing events (e.g., viral campaigns).

TikTok User Share by Age Group

• 25–34 is the largest group on TikTok, making up 36.1% of users.
• 18–24 accounts for 33.3%, showing strong traction with younger adults.
• 35–44 represents 15.4% of the platform’s user base.
• 45–54 makes up 8%, indicating moderate adoption among older adults.
• 55+ comprises only 7.2%, reflecting limited engagement from older people.

Session Frequency & Duration

• Average time spent per day by a TikTok user, ≈ 55:48 minutes in 2025.
• The average time per session is around 10.85 minutes globally.
• Users open the app around 15.4 times per day on average.
• Many users open TikTok 8+ times per day (some sources suggest higher).
• Since 2019, the average daily time has more than doubled (from ~27 minutes to ~55 minutes).
• Compared with competitors like Instagram or Facebook, TikTok has longer session lengths.
• The frequent session count combined with high duration underscores strong habit formation among users.
• Engagement peaks often occur during evenings and early mornings, aligning with higher session counts.

Top Countries by TikTok Users

• As of February 2025, the TikTok user base in the U.S. was approximately 135.79 million users.
• In the same period, Indonesia recorded roughly 107.7 million users.
• Brazil followed with about 91.75 million users.
• Mexico had around 85.36 million TikTok users.
• Pakistan’s user count reached approximately 66.87 million.
• The Philippines counted about 62.35 million users.
• Russia had around 55.98 million users.
• Bangladesh was estimated at 46.51 million users.
• Egypt reported about 41.3 million users.
• Vietnam reached roughly 40.87 million users.
• These top‑country figures highlight how TikTok has a broad global reach across very different regions and economies.

TikTok Usage by Region

• Asia-Pacific has 296.8 million monthly active users in 2025, representing 28.6% of TikTok’s global user base.
• The Middle East & Africa region had around 233.9 million users.
• Latin America registered approximately 189.7 million users.
• North America’s user count was about 122.4 million.
• Western Europe was estimated at 102.6 million users.
• Central & Eastern Europe combined had around 91.7 million users.
• One region‑specific breakdown showed South‑East Asia at about 18.7% of total users.

Most Popular TikTok Activities

• 62% of TikTok users say tutorials (“how‑to” videos) are their preferred content type.
• 61% of users discover new brands or products on TikTok.
• 92% of users take some action (share/comment/like/follow) after viewing content on TikTok.
• In the U.S., 48% of accounts had never posted a video, implying a majority of users consume content rather than create.
• 52% of U.S. users report getting news from TikTok.
• Millennials on the app are 2.3× more likely to tag a brand in posts than on other platforms.
• Gen Z TikTok users are 1.2× more likely than users of other platforms to direct‑message a brand after making a purchase.

Content Preferences

• “Tutorials” are rated as the favorite type by 62% of users, ahead of “product or service reviews” (39%) and “personal stories” (38%).
• Approximately 44.3% of users are female, though women are >50% of creators.
• Users opt in to “Manage Topics” to fine‑tune what appears in their feed.
• Nearly half the U.S. audience (48%) has never posted a video, showing a preference for consumption.
• A large portion of users say that their “For You” feed drives content discovery rather than following known creators.
• The content mix now includes educational, informational, and lifestyle content, not just entertainment.

TikTok Engagement Rates

• The average engagement rate on TikTok stood at 2.50% in 2025.
• This rate is significantly higher compared with Instagram (~0.50%) and Facebook (~0.15%).
• Smaller creator accounts (< 100k followers) achieve up to 7.50% engagement.
• Larger accounts (> 10 M followers) see a drop to around 2.88%.
• The Education sector’s average is roughly 2.3%.
• The Consumer Goods & Retail sector had around 1.6%.
• Brand‑content engagement on TikTok is reported at 3‑5% on average, above other platforms.

TikTok US Ad Revenue Growth

• TikTok generated $2.1 billion in US ad revenue in 2021, marking its early entry into the American ad market.
• US ad revenue surged to $5.03 billion in 2022, more than doubling year over year.
• In 2023, TikTok earned $6.19 billion in US ad revenue, continuing strong growth.
• Projected 2024 US ad revenue reached $7.74 billion, reflecting sustained advertiser demand.
• TikTok’s US ad revenue is expected to hit $9.51 billion in 2025, solidifying its major ad platform status.

Popular TikTok Hashtags

• The hashtag #BookTok had over 309 billion views as of 2025.
• #TikTokMadeMeBuyIt amassed over 60 billion views, driving strong brand discovery.
• 74% of Gen Z weekly users seek more product info after viewing TikTok Dynamic Showcase Ads.
• Nearly 70% of TikTok users report discovering new brands on the platform.
• Hashtags like #DIY and #Tutorial are preferred by 62% of users who like tutorial content.
• Engagement hashtags #Challenge and #Duet have an average engagement rate of 12.5%.
• TikTok’s Manage Topics feature allows users to customize content by selecting and limiting topics.
• About 45% of TikTok users have purchased books after seeing #BookTok content.
• TikTok users aged 18 to 25 with brand engagement total around 59% following brands and buying.
• #TikTokMadeMeBuyIt campaigns have achieved 4.5 million clicks and over 1.7 million engagements.

Top TikTok Accounts & Creators

• Charli D’Amelio follows with roughly 157 million followers in mid‑2025.
• MrBeast jumped into the top tier of creators with ≈ 115.3 million followers by May 2025.
• The top‑10 creators collectively illustrate how the platform rewards large reach across genres.
• Charli D’Amelio reportedly earns over $100,000 per post.
• Micro‑ and nano‑influencers often outperform big names in percentage engagement.
• Creators with diversified content show higher growth than single‑niche accounts.
• Brands now look to “creators as partners” rather than just ambassadors.

Time Spent Daily on Social Media by US Adults

• TikTok leads with an average of 55 minutes per day.
• YouTube follows at 47 minutes of daily usage.
• X (Twitter) users spend about 34 minutes per day.
• Instagram users average 30 minutes daily.
• Facebook holds users for 28 minutes per day.
• Snapchat sees 26 minutes of average daily time.
• Reddit ranks lowest with just 22 minutes per day.

Most Watched TikTok Videos

• Zach King’s record TikTok video surpassed 2.2 billion views as of 2025.
• Many top videos have views spanning over 1 billion, despite creators not always having the highest follower counts.
• TikTok’s most viewed videos reach view counts in the billions, driving strong platform engagement.
• Viral TikTok videos contribute to a rapid growth in platform user activity and session times.
• Publicly verified data on most-watched videos is limited beyond the top 10-20 videos.
• TikTok’s short video format results in 72% completion rates for videos under 15 seconds.
• High view counts boost monetization, with creators earning around $400-$1,000 per million views from TikTok’s Creator Rewards Program.
• TikTok hashtag challenges achieve an average of 4.3 billion views in the first week.
• Videos going viral can multiply views by 10x or more within the first hour of posting.

TikTok for Business & Brands

• 54% of TikTok users engage with brand content daily.
• Global ad revenue for the platform hit ≈ $23 billion, up about 42.8% year‑on‑year.
• TikTok Shop reached ≈ $26.2 billion in global GMV in H1 2025, U.S. share of ≈ $5.8 billion.
• 88% of small businesses reported that TikTok promotions led to higher sales.
• 50.1% of marketers consider TikTok most profitable for influencer marketing.
• TikTok urges brands to maintain a constant presence, not just campaign bursts.
• Brand content sees higher engagement rates than other platforms.
• Brands must adapt to dynamic creative formats and algorithm‑driven discovery.

Policy Enforcement (Removals, Moderation)

• In Q1 2025, across MENA, over 16.5 million videos were removed.
• Proactive removal rate of 99.6% in certain markets.
• In Europe, the H1‑2025 removal count was ≈ 27.8 million, moderation accuracy at 99.2%.
• Over 51,618 synthetic‑media videos removed in six months.
• The moderation system includes 40,000+ human reviewers and AI.
• Awareness of moderation metrics is rising among brands and creators.
• Enforcement aligns with increased scrutiny by regulators.
• Creators now adapt to stricter content rules on youth safety and AI content.

Frequently Asked Questions (FAQs)

Conclusion

TikTok has evolved from social‑video novelty into a major platform for creators, trends, and commerce. Top creators now command hundreds of millions of followers, brands routinely achieve measurable ROI, and algorithm‑driven discovery continues to challenge older mindsets about content marketing. At the same time, policy enforcement and regulatory restrictions are shaping how global strategies are executed on the platform. For marketers, creators, and analysts alike, TikTok’s influence is now both vast and complex, and staying ahead means balancing rapid growth opportunities with emerging compliance realities.