40 TikTok Key Statistics and Trends for 2024

Today, TikTok has over 1.5 billion monthly active users, and is the fastest-growing social media platform on the planet. The platform's influence on the rise of short-form video has made it a critical part of the marketing landscape. 

Despite the app facing a potential ban in the US market if its owner, Bytedance, doesn’t sell the platform, getting comfortable with TikTok advertising is still essential if you’re an agency, in-house marketer, or small business owner.

Like most platforms, building an audience from scratch on TikTok is hard. You need the right data and insights to make informed decisions that lead to growth.

So we did the work for you. At Kurve, we have compiled the most recent TikTok ad statistics that provide insights into usage, user demographics, and marketing trends. 

Let’s get started.

Key Statistics 

• TikTok will reach 1.9 billion users by 2023 and is expected to reach 2.1 billion by the end of 2025. (20)

• Despite the possibility of a ban in the U.S., three in every four marketers expect to increase their spending on TikTok in 12 months. (16)

• Gen Z users dominate TikTok, with 83% using it. (15)

• As of April 2023, the United States has the largest TikTok audience, with 117 million users engaging with the popular social media platform. (21)

• In 2022, the average monthly TikTok usage per user across the globe increased to approximately 23.3 hours, exhibiting a notable growth from the 19.6 hours of user engagement recorded in 2021. (22)

• Over 1 billion videos are viewed daily. (23)

• Once considered the most downloaded app, TikTok has over 4.9 billion downloads from Google Play and Apple App Store. (25)

• In 2024, TikTok currently generated a revenue of USD 18.5 billion, double the amount of last year (USD 9.89 billion) (24)

• 38.4% of TikTok users are between the ages of 18 and 24. (26)

• TikTok is available in 154 countries and 75 languages. (27)

• As of 2024, TikTok has the highest engagement rate (2.65%), followed by Instagram (0.7%), Facebook (0.15%), and Twitter (0.05%) (28)

TikTok Usage Statistics 

There are 4.8 billion internet users worldwide, and 20.83% use TikTok. That’s how big TikTok has grown its user base. The following TikTok stats will detail usage, hours spent on the platform, and platform engagement. 

1. In 2022, the average monthly TikTok usage per user across the globe increased to approximately 23.3 hours, exhibiting a notable growth from the 19.6 hours of user engagement recorded in 2021.

1. According to Wall Street Journal, users spend 17.6 million hours daily on Instagram Reels vs. 197.8 hours per day on TikTok. (2)
2. TikTok will reach 1.6 billion users by 2022 and is expected to reach 1.8 billion by 2023. (20)

1. TikTok has the most engaged user base compared to its competitors, with 29% of active installs opened daily. (3)

1. TikTok is the fifth most frequently used social media app. (29)

1. TikTok is the most used app by rank-

• Over 24% of individuals have TikTok ranked as the top-used app. 
• 10% have it ranked as the second-most used app.
• 5% as the third most used app (15)

1. On average, individuals use 42 apps per week, with TikTok having the highest engagement. (15)
2. Hours using TikTok are 2x that of Youtube and 3x that of Snapchat.(15) 
3. 65.1% of influencers post at least once a day; of these, 34.6% post multiple times daily, with a minority of 13.5% exceeding three posts per day. (18)
4. 34.5% of influencers say that their TikTok usage has tripled since the onset of the pandemic. (18)

1. In 2022, the average monthly TikTok usage per user across the globe increased to approximately 23.3 hours, exhibiting a notable growth from the 19.6 hours of user engagement recorded in 2021. (22)

1. As of April 2023, 38.4% of TikTok users are 18-24 years old. (26)

TikTok User and Demographics Statistics

In this section, you'll uncover intriguing insights into TikTok’s user base, including age ranges, gender distribution, geographical segmentation, device preferences, and much more. The statistics paint a clear picture of TikTok’s diverse and globally distributed audience. 

1. According to Google, half of GenZ now relies on TikTok and Instagram for their search needs instead of using Google as the primary search platform. (5)
2. As of April 2024, approximately 54.3% of TikTok users identified as men. (6)
3. The U.S., Indonesia, and Brazil are the top three countries with the largest TikTok audience. 

1. In January 2022, TikTok had 120.5 monthly active users via iOS devices worldwide. (8)
2. Over half of the influencers surveyed (56.7%) started using TikTok less than a year ago, and 23.2% started using it one to two years ago. Furthermore, 20.1% of influencers have been active on the platform for over two years. (18)

1. Gen Z dominates TikTok, with 83% using it. (15)
2. As of April 2023, the United States has the largest TikTok audience, with 117 million users engaging with the popular social media platform. (21)

TikTok as a Career Statistics

With the rise of TikTok, the platform has become a career launchpad for influencers and content creators across the globe. Let’s look into the substantial impact of TikTok’s influencer economy and its revenue generation potential. 

1. The most popular category on the video-sharing app TikTok is entertainment. It has accumulated 535 billion hashtag views collectively. The next popular categories are dance (181 billion), pranks (79 billion), fitness/sport (57 billion), DIY (39 billion), and beauty (33 billion). (9)

1. 33% of TikTok users say they regularly get their news from the app. (10)
2. A study conducted in July 2020 found that TikTok influencers in the United States achieved a higher engagement rate than the global average. (11)
3. U.S. influencers demonstrated an average engagement rate of 17.99 percent, while their international counterparts had an engagement rate of 15.86 percent. (11)
4. 73% of influencers spend between 1 and 5 hours a day on TikTok, followed by 19.9% that spend over 5 hours, and 7.1% say they spend less than 1 hour a day. (18)

1. Over 1 Billion videos are viewed daily. (23)
2. In 2022, TikTok generated a revenue of USD 9.89 billion, triple the amount of last year (USD 3.88 billion). In 2024, Statista is expected to reach close to 18.5 billion ad revenue worldwide. (24)

1. TikTok has over 4.9 billion downloads. (25)
2. TikTok is available in 154 countries and is available in 75 languages. (27)

TikTok for Marketing Statistics

As the platform's popularity and engagement continue to soar, more marketers are leveraging it to reach their target audience. Here, you'll find key statistics on brands' performances, the rise in influencer collaborations, user purchasing behaviors, and ad reach potential.

1. 18% of marketers are using TikTok to reach their target audience. (12)
2. 71.2% of engaged TikTok users claim to have purchased after seeing a brand on TikTok. (13)
3. TikTok has a potential ad reach of 945.2 million (among users aged 18+) (4)

1. Collaborating with creators proved fruitful, as advertisements featuring creators on TikTok resulted in a 26% rise in brand favorability among users. (14)
2. An average TikTok user spends $8.90 through in-app purchases on TikTok (15)
3. Despite the possibility of a ban in the U.S., three in every four marketers expect to increase their spending on TikTok in 12 months. (16)
4. TikTok is growing its social media market share. In 2022, it is projected to surpass 20% of all social media users approaching 25% by 2024. (17)

1. 67.9% of TikTok users claimed to purchase a product after seeing it in a post for someone they follow on TikTok. (18)

1. Half (50.7%) of TikTok users follow fewer than five brands on the platform. Additionally, 29.2% of users follow between 5 and 10 brands, while the remaining 20.2% follow more than ten brands. (18)
2. 62% of marketers plan to increase their investment in TikTok in 2022. (19)

1. Short-form content is the most effective social content format. (19)

1. As of 2024, TikTok has the highest engagement rate (2.65%), followed by Instagram (0.7%), Facebook (0.15%), and Twitter (0.05%) (28)

Conclusion

TikTok is more than just a social media platform – it's a crucial tool for marketers, influencers, and businesses. With a high engagement rate, an ever-growing user base, and immense reach, TikTok is the digital arena you need to start leveraging.

By analyzing these statistics and adjusting their strategies accordingly, companies can stay ahead of the curve and achieve their marketing goals.

If you want help applying these marketing trends in your business, contact Kurve. 

Resources 

1. Monthly time spent on TikTok per user in selected markets worldwide in 2020 and 2022 (Statista)
2. Instagram Stumbles in Push to Mimic TikTok, Internal Documents Show (Wall Street Journal)
3. Nearly One-Third of TikTok’s Installed Base Uses the App Every Day (SensorTower)
4. Social Media Trends 2023 (Hootsuite)
5. Nearly half of Gen Z is using TikTok and Instagram for search instead of Google, according to Google's own data (Business Insider)
6. Gender distribution of social media audiences worldwide as of April 2024 by platform (Statista)
7. Countries with the largest TikTok audience as of April 2023 (Statista)
8. Number of TikTok monthly active users (MAU) via iOS worldwide from January 2019 to January 2022 (Statista)
9. Most popular content categories on TikTok worldwide as of July 2020, by number of hashtag views (Statista)
10. Social Media and News Fact Sheet (Pew Research)
11. Engagement rates of TikTok influencer content in selected countries worldwide as of July 2020 (Statista)
12. Leading social media platforms used by marketers worldwide as of January 2022 (Statista)
13. TikTok shopping behavior worldwide as of January 2022 (Statista)
14. United States creator (TikTok)
15. Measure App Life Report 2022 (Hubspot)
16. 75% of marketers expect to spend more on TikTok even as ban looms (Marketing Dive)
17. TikTok users worldwide (2020-2025) (Insider Intelligence)
18. The state of TikTok influencer marketing 2021 (Social Publi)
19. State of Inbound Marketing Trends (Hubspot)
20. Number of TikTok users worldwide from 2018 to 2027 (Statista)
21. Countries with the largest TikTok audience as of April 2023 (Statista)
22. Monthly time spent on TikTok per user in selected markets worldwide in 2020 and 2022 (Statista)
23. TikTok Users and Growth Statistics (2023) (SignHouse)
24. Net advertising revenue generated by TikTok worldwide from 2020 to 2024 (Statista)
25. Number of TikTok downloads from 1st quarter 2018 to 4th quarter 2023 (Statista)
26. Distribution of TikTok users worldwide as of April 2023, by age and gender (Statista)
27. TikTok creator marketplace (TikTok)
28. [STUDY] Social Media Industry Benchmarks 2023 Reveal How TikTok's Engagement Rate Is Decreasing (Social Insider)
29. Most popular social networks worldwide as of April 2024, ranked by number of monthly active users (Statista)