31 TikTok statistics: Users, revenue and growth rate

TikTok’s journey from a promising app in 2016 to a social media giant in 2024 is nothing less than a fairytale. While the question is not about how the social media platform became a rage in millions of young audiences,  it’s about the user demographics it appeals to. Even with the US government’s attempts to ban TikTok for national security reasons, the app’s popularity remains unaffected.

In this research and statistics article, we explore TikTok statistics to pinpoint what user demographics it appeals to. What is the social media platform’s user growth rate? What percentage of males and females use TikTok? How much revenue does the social media app really earn? Ready to explore? Invezz.com researched and compiled some brag-worthy TikTok statistics and trends.

Key takeaways

• 1.92 billion people used TikTok in 2023.
• An average user opens TikTok 19 times per day. 
• The U.S. has the highest number of active TikTok users. 
• U.S. adults spent 34 hours per month on TikTok in 2023. 
• In 2023, TikTok downloads reached approximately 1 billion.
• More than half of TikTok users are males. 
• 58% of teens use TikTok every day. 
• TikTok has the highest social media engagement rate per post.
• 37% of the global video ad revenue will belong to TikTok by 2027.
• 54% of people who use TikTok every day feel depressed. 

TikTok growth rate statistics

TikTok usage has exploded in the past few years, and 2024 will witness the same growth rate. Some important TikTok facts and statistics are:

1. 1.92 billion people used TikTok in 2023.

Compared to 2022, TikTok’s user base grew by 16% to reach 1.92 billion in 2023. In 2018, the number of TikTok users worldwide was only 0.347 billion. By the end of 2024, the number of users will reach 2.051 billion. 

Source: Forbes, Statista

2. An average user opens TikTok 19 times per day. 

Because social media apps and platforms are at users’ fingertips, they are used multiple times throughout the day. People who love watching short-form videos open their TikTok apps at least 19 times per day.

Source: Music Business World

3. The average TikTok session lasts 11 minutes. 

An 11-minute session shows a high degree of user involvement with the platform. It demonstrates that users like the content shared on the video-sharing social network. Users stay with this platform for a long time, showing TikTok’s ability to draw and retain users’ attention. Considering TikTok videos last only 15 to 60 seconds, users watch multiple videos in a single session.

Source: MixBloom

4. TikTok had approximately 29.7 million daily monthly active users via iOS in 2022. 

The iOS version of TikTok had more than 30.8 million daily active users in 2021, which decreased to 29.7 million daily active users in 2022. Conversely, the Android version had a daily monthly active user base of $15.54 billion in 2022.

Source: Statista, Statista

5. The U.S. has 148.92 million active TikTok users aged 18 and above, followed by Indonesia, which has 126.83 million active users. 

Brazil ranks third with an active user base of 98.59 million, and Mexico ranks fourth with 74.15 million mobile users. Vietnam ranks fifth with 67.72 million active adult TikTok users.

Source: Statista

6. TikTok ranks fifth in the Apple app store.

In 2023, TikTok hit another milestone, becoming the fifth-ranked app on Apple’s app store. The app outclassed other popular social media platforms like Facebook, Snapchat and Instagram. 

Newcomers like Temu and CapCut are slowly gaining popularity. These apps rank first and second in the app store. 

Source: Apple

7. American adults spend over 4.42 billion total minutes per day on TikTok in 2023.

In 2023, Americans spent more than 5.29 billion total minutes per day on Facebook. TikTok is expected to surpass Facebook in 2025 when Americans will spend 5.19 billion total minutes per day on TikTok compared to 5.02 billion total minutes per day on Facebook.

TikTok surpassed Instagram in 2022. Findings suggest a massive shift in user behavior towards shorter, more engaging video content. Why?

Because users love watching short-form TikTok videos compared to images and video content on Instagram and Facebook, the transition mirrors the users’ preference for shorter, more interactive content formats.

Source: eMarketer

Tiktok user statistics

These statistics about TikTok tell the complete story of this social media titan and provide in-depth insights into the app’s future.

8. U.S. adults spent 34 hours per month on TikTok in 2023. 

Though initially the underdog, TikTok has successfully captured the hearts and minds of U.S. adults. In 2023, people spent 34 hours monthly on TikTok, making it the most-watched social media platform. In comparison, the second most used platform, YouTube, had a watch time of 28 hours 5 minutes per month, followed by Facebook, which has a watch time of 19 hours 47 minutes.

What’s more baffling is that people spend just 15 hours and 50 minutes per month on Instagram, which is less than half the time they spend on TikTok. These TikTok statistics reveal users’ incredible engagement and attention to this platform, making it a powerful channel for marketers looking to reach and connect with their audience.

Source: Datareportal

9. In 2023, TikTok downloads reached approximately 1 billion. 

Since 2018, TikTok has been downloaded 4.9 billion times. Interestingly, TikTok is the only app after Facebook to cross 3 billion all-time downloads. The Chinese app boomed in 2022 when it hit approximately 879.2 million downloads. During that year, the app’s downloads increased by 34% from 2022.

Source: Statista

10. TikTok was the most downloaded app of 2022, with 879.2 million downloads.

This short video-sharing app gained massive popularity in 2022, and the trend continues to show its effect even in 2024. 

Source: Statista

TikTok usage statistics by gender and age

Understanding the TikTok usage statistics by gender and age offers valuable insights into the platform’s user base composition.

11. More than half of TikTok users are males. 

As of 2023, 52% of TikTok users are males, while 48% are females. Males show a greater interest in using this social media platform. 

Source: Statista

12. Gen Z uses TikTok and Instagram to search for information instead of Google.

TikTok is slowly becoming more than just a social media platform. Because of its in-depth penetration, Instagram created a similar short-video selling feature called “Reels.” According to Google, 40% of young people prefer recommendations from TikTok influencers and don’t search Google’s search engine or Maps when searching for a lunch place.  

Source: Business Insider

13. 25.2% of U.S. adults are between 25-34 years.

TikTok continues to attract young adults in the U.S. 23.9% of TikTok users are between 18 and 24. Understanding TikTok’s demographics is the key for businesses and marketers. Marketers can create tailored products, services, strategies, and campaigns by knowing their customers’ preferences, behaviors, and buying power.

Source: eMarketer

14. Only 1.8% of US adults above 65 use TikTok. 

TikTok has the lowest adoption rates among the older generations in the United States. The platform’s user base is mostly younger, indicating that its content, features, and general appeal are not compelling to the older generation. By recognizing this information, marketers targeting older audiences must look for alternative channels and employ distinct strategies.

Source: eMarketer

15. TikTok use is more common among Black teens than other girls.

81% of black teens prefer using TikTok compared with 71% of Hispanic teens and 62% of White teens. 

What’s more interesting is that teen girls are 73% more likely to use TikTok than 60% of teen boys. On the other hand, 97% of boys are more likely than 92% of girls to use YouTube. 

16. 58% of teens use TikTok every day. 

Teenagers worldwide use YouTube and TikTok every day.  Only 58% of teens use TikTok compared to 77% of teens who use YouTube daily. Only 16% of teens use TikTok constantly.

Source: Pew Research

Instagram vs TikTok stats

17. Instagram users open their app slightly more than TikTok users. 

Even though TikTok users’ average monthly watch time is more than half that of Instagram users, the latter has a higher user open rate. In Q3 of 2023, the Instagram app had an average open rate of 347.8 times per month, compared with an average of 343.7 times per month for TikTok.

TikTok followers spend more time looking through their feeds, while Instagram users find themselves opening their apps more frequently. Instagram users are increasingly interested in the app and interact with it regularly. Using these findings, social media marketers can build strategies to get noticed by their audience.

Source: Datareportal

18. Instagram has a higher return on investment (ROI) than TikTok. 

In 2023, Instagram’s ROI was 29%, while TikTok’s was slightly lower, at 24%. Facebook and Instagram had the highest ROI of 29%.

Source: Statista

19. TikTok has the highest social media engagement rate per post. 

TikTok’s average engagement rate is 4.07%, compared to Instagram’s 0.60%. In 2024, the education sector had an engagement rate of 5.90%. 

Source: Social Insider

TikTok revenue statistics

Some noteworthy TikTok revenue statistics are

20. The U.S. ranks first in the TikTok ad reach ranking. 

The fact that the U.S. ranks first in the TikTok ad reach ranking shows that the market offers advertising and digital marketing opportunities. Americans are more receptive to TikTok ads, highlighting the platform’s broad reach potential for businesses.

Indonesia, Brazil, Mexico, and the Russian Federation rank right after the U.S.

Source: Datareportal

21. In 2023, TikTok generated an ad revenue of $16.1 billion. 

Ad revenue generated by TikTok in 2022 was $9.6 billion, but it soared to $16.1 billion in 2023, a 67.7% increase from the previous year. 

Source: Business Apps

22. 37% of the global video ad revenue will belong to TikTok by 2027. 

The global video ad revenue will generate over $331 billion by 2027. Out of this $331 billion, TitkTok will contribute roughly $122.5 billion in ad revenue. The ad revenue sector is likely to show a positive trajectory, and TikTok’s accelerated growth will only fuel this trajectory.  

Source: Omdia

23. TikTok ads reach 1.56 billion social media users each month. 

While this TikTok statistic might baffle you, the number of ads reached is lower than that of Instagram. Instagram’s global ad reach was 1.65 billion at the start of 2024. With these statistics in mind, marketers can choose the top influencer marketing platform for running their social media marketing campaigns.

Source: Datareportal

24. The value of TikTok is $50 billion on the NASDAQ. 

According to Bloomberg, the value of TikTok’s parent company, ByteDance, is $275 billion.

Source: NASDAQ

25. TikTok’s advertising reach is the highest in South America, followed by North and Central America. 

For users above 18 years, TikTok’s advertising reach in Northern America was 127.4 million in 2023, followed by Central America with 62.4 million users.

26. TikTok’s advertising reach in Southern America was 165.3 million users. 

The advertising reach of European countries is far less than that of the U.S. Western, Northern, and Southern Europe, which have a reach of 57.5 million users, 30.4 million users, and 41.9 million users, respectively. 

Source: Datareportal

Concerns with TikTok usage

While the younger generation wholeheartedly uses the social media platform, a certain section of the audience is extremely concerned about how TikTok uses their data.

27. TikTok is banned in India, Nepal, Iran, Kyrgyzstan, and Somalia. 

India, Nepal, Iran, Kyrgyzstan, and Somalia have banned TikTok. Countries like Australia, Belgium, Canada, Denmark, and the European Union have partially banned the short-video format apps.

Source: Washington Post

28. 54% of people who use TikTok every day feel depressed. 

With the growing craze around TikTok, these statistics reveal the potential impact of excessive social media consumption on mental health. These findings highlight the need to promote digital well-being and mindfulness in individuals to maintain a perfect balance between online activities and real-life environments.

Source: Tidio

29. For the majority of Americans, TikTok is a threat to national security. 

59% of Americans feel TikTok is either a major or minor national security threat. Only 17% feel the social media platform isn’t a threat, while only 23% are unsure about it. 

30. As the age of Americans increases, so does their perception of TikTok as a threat.

49% of adults between 18 and 29 feel TikTok is a threat, compared to 59% of those between 30 and 49 years. As Americans age, their trust in the app decreases. 64% of Americans between 50-64 and 65% of Americans above 65+ consider TikTok as a national threat. 

Source: Pew Research Center

31. Around 64% of Americans are very or somewhat concerned about how TikTok uses their data. 

Age is also a factor that impacts how concerned a user is about TikTok using their data. 75% of adults above 65+ are concerned about their data usage, while 68% between 50-64 and 62% between 30-49 are the social media platform using their data.

Source: Pew Research Center

Wrap up

Since TikTok exploded in 2020, there is no looking back. The social media platform’s exponential growth makes it more than an entertainment app. It’s a platform for users to openly share their views and collaborate on the things that matter most. 

Although many speculated that the hype around TikTok will eventually die, the TikTok statistics above reveal a completely different story.