From revolutionizing short-form video to generating billions of dollars for creators, small businesses, and economies around the world, TikTok is a social media phenomenon that needs no introduction. 

The platform’s rise to dominance shows no signs of slowing down, with estimates placing monthly active users at over 1 billion in 2024. Whether you’re a creator, business owner, or avid short-form video consumer, we’ve gathered over 100 TikTok statistics for 2024. 

Let’s dive in!

TikTok Company Snapshot
Launch date 2017
Industry Social Networking
CEO Shou Zi Chew
Headquarters Los Angeles and Singapore
Parent Company Byte Dance

TikTok is a video-sharing app where users can create and share short-form videos featuring filters, stickers, voiceovers, sound effects, and background music. The platform's mission is to be the leading destination for short-form mobile video, inspiring creativity and bringing joy to billions of users across the world.

Key Features 

  • Video recording and uploading from the app or phone’s camera roll. 
  • Live video streaming where viewers can send creators gifts or tips during streaming. 
  • Robust video editing tools such as cropping, flipping, and changing playback speed. 
  • Duet, which allows a user to post a video beside another user's video for an engaging collaboration. 
  • Stitch, which allows a user to combine their video with another user's video to provide commentary, reactions, or answer questions.
  • Video replies which allow users to create videos responding to comments.
  • An abundance of AR filters and effects.
  • Voiceover functionality which allows users to add narration to pre-recorded videos.
  • A vast collection of popular songs and sound effects to add to videos as background music.
tiktok mission

TikTok’s Timeline


  • In August, Byte Dance acquired Musical.ly1, a popular short-form video app that focused on lip-syncing content for $1 billion and rebranded it to TikTok.
  • By October, TikTok was the most downloaded app in the App Store’s photo and video category.


  • By January, TikTok had added over 75 million new users2, a 275%  increase from the 20 million it added in December 2017.
  • TikTok was installed more than 738 million times3, and grossed $177 million globally, over five times its revenue in 2018. 


  • India banned TikTok, shocking the country’s 200 million TikTok4 users.
  • TikTok surpassed Instagram and Facebook as the most downloaded app on Android and Apple stores.


  • In July, TikTok extended the length of videos to 3 minutes.
  • TikTok announced that it had 1 billion global monthly active users5.


  • In February, TikTok expanded the maximum video length to 10 minutes6
  • TikTok started testing the Shop in the US in November7, bringing brands like PacSun, Revolve, and Willow Boutique on board.


  • In May, TikTok Shop Seller Center became available in the US, joining markets in Southeast Asia and the UK. 
  • In August, TikTok introduced text posts8 in response to the buzz about X and Threads. 
  • In September, the app was fined 345 million ($370 million) for breaching privacy laws regarding the processing of children's personal data in the EU.
  • In the same month, TikTok Shop was launched in the US.


  • The tech giant cut around 60 jobs9 in sales and advertising in January. 
  • The TikTok ban bill, passed on March 14, required the China-owned app to be sold within six months or face a total ban.
  • As of February, Universal Music Group started removing its tracks from TikTok after negotiations for a new rights agreement failed, ending their current deal. Music from artists like Taylor Swift, Billie Eilish, and Bad Bunny will no longer be available for TikTok’s users, marking a huge blow for a platform whose trends revolve around popular music.

TikTok Company Statistics

TikTok has headquarters in Los Angeles and Singapore10.

The social media giant also has offices in New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul and Tokyo.

As of January 2024, TikTok had over 7,000 employees11 in the US.

According to TikTok, these employees have been instrumental in growing a thriving community of nearly 50% of the country’s population (over 170 million Americans)12 and nearly 5 million businesses.

The social media giant also had 2500 jobs open in the US according to Business Insider13. The same report found that:

  • Data scientists at TikTok could make between $120,000 and $320,000 a year.
  • Vulnerability management analysts could make $145,000 per year.
  • Between 2020 and 2022, TikTok employees were offered base salaries ranging from $29 per hour to over $455,000 annually for various roles.

In 2023, TikTok donated over $2 million in ad credits to organizations working on supporting mental well-being and more.

The app supported its community during Mental Health Awareness Month by launching a Mental Health Media Education Fund.

TikTok Impact Statistics

TikTok is the 5th most used social platform14 in the world with over 1.5 billion users.

The following social media platforms are ahead of TikTok:

  1. Facebook - 3 billion users.
  2. YouTube - 2.5 billion users.
  3. WhatsApp - 2 billion users.
  4. Instagram - 2 billion users.

In terms of market rankings, TikTok dominated both worldwide downloads and consumer spend15 in 2023.

In both categories, TikTok surpassed Instagram, Facebook, YouTube, and Disney+.

TikTok contributed $24 billion16 to the US economy in 2023.

Small and mid-size businesses (SMBs) in the US generated close to $15 billion in revenue from marketing or advertising on TikTok. Additionally:

  • 224,000 jobs were created through SMBs using TikTok as a platform to grow their businesses.
  • SMBs who used TikTok paid a total of $5.3 billion in taxes to the US government in 2023.
  • TikTok’s own operations in the US contributed $8.5 billion to the US, $2 billion in taxes, and 59,000 jobs.

69% of US SMBs said that TikTok led to increased sales for their business in 2023 


  • 40% of SMBs said TikTok was essential to their existence.
  • 39% said they were able to generate extra and principal incomes directly from their use of TikTok.
tiktok small business

Around the world, TikTok has also made an impact on small businesses:

  • In Southeast Asia, over 15 million independent businesses used the platform to promote their work in 2023.
  • In the UK, TikTok added over £1.6 billion ($2 billion) to the country's GDP in 2022, with 75% of sellers saying that the platform positively impacted their ability to reach customers.

As of November 2023, 55% of small business owners on TikTok were ethnic minorities.

This reflects the social media platform’s ongoing commitment to creating a safe space for all.

TikTok Growth Statistics

Between 2018 and 2023, TikTok’s monthly active users increased from 271 million to an astounding 1.1 billion17.

The biggest jump in growth occurred in 2019 when the user count surged by over 300%. After 2019, the platform experienced remarkable growth, surpassing the billion-user mark to rank among the world’s top 10 social networks. 

Year TikTok MAU in Millions
2018 271
2019 508
2020 689
2021 1000
2022 1023
2023 1092

In 2021 TikTok surpassed 3 billion18 downloads.

TikTok became the first Non-Facebook App to hit 3 billion downloads. With the milestone, TikTok became the fifth non-game app to join a tier that was historically dominated by Facebook. 

Based on worldwide installs from the App Store and Google Play and excluding pre-installed apps, the four other apps that hit more than 3 billion installs (since January 2014) were WhatsApp, Messenger, Facebook, and Instagram.

In 2020, TikTok surpassed 2 billion downloads19.

According to data from Sensor Tower, in Q1 2020, TikTok generated the most downloads for any app ever in a quarter, accumulating more than 315 million installs across the App Store and Google Play.

TikTok User Statistics

As of January 2024, social media users aged 16 to 64 ranked TikTok20 as their 5th favorite platform. Digging deeper, TikTok was most popular amongst female and male users aged 16-24.

The top 4 positions were occupied by:

  1. Instagram
  2. WhatsApp
  3. Facebook
  4. WeChat

80% of social media users used TikTok to look for funny or entertaining content and a reassuring 50% of users21 said TikTok made them happy.

  • 45% used the app to follow or research brands and products
  • 39% used the app to keep up with news and current events.
  • 29% used the app to post or share photos or videos.
  • 18% used the app to message friends and family.

According to TikTok advertising audience data for April 2023:

  • 53% of TikTok’s global users were female
  • 47% of TikTok’s global users were male

The same data revealed that the majority of TikTok users (39% or 420 million) were aged 18 to 24. 


  • 33% or 355 million users were aged 25 to 34.
  • 16% or 170 million users were aged 35 to 44.
  • 8% or 87 million users were aged 45 to 54.
  • 6% or 60 million users were aged 55 and above.

At 116.5 million, the US had the highest number of active TikTok users aged 18 and above in 2023.

This was followed by:

  • Indonesia - 113 million users
  • Brazil - 84 million users
  • Mexico - 62 million users
  • Russia - 51 million users

Among US adult TikTok users, the typical user didn't customize their bio. 

Pew Research22 also found that:

  • 70% of users changed their account nickname from the site-provided default.
  • 70% hadn't added any information to their bio.
  • 49% had never received any likes.
  • The median US user followed 154 other accounts but had just 36 accounts following them.

TikTok Revenue Statistics

TikTok makes money through ad revenue and in-app purchases of coins which can be used to tip creators during live streams. 

TikTok’s ad revenue is estimated to hit $23.6 billion23 in 2024.

This is up from $18 billion in 2023 and:

  • $11.6 billion in 2022.
  • $3.8 billion in 2021.
  • $1.4 billion in 2020.
  • $0.34 billion in 2019.
tikok net ad

In Q4 2023, TikTok's global IAP revenues hit an all-time high of $707 million24.

Between 2021 and 2022, TikTok’s in-app revenues experienced impressive growth, jumping from $286 million in Q3 2020 to over $606 million in Q4 2021.

Meanwhile, yearly IAP revenues spanning the last four years were:

  • 2023: $2.71 billion.
  • 2022: $2.54 billion.
  • 2021: $1.68 billion.
  • 2020: $0.29 billion.

TikTok’s total revenue in the US was $16 billion25 in 2023.

While this performance set records in the US, TikTok itself is yet to be profitable. Byte Dance, TikTok’s parent company, reported revenues of over $120 billion in 2023, a 40% jump year over year. In comparison, Meta (Facebook and Instagram’s parent company) pulled in $135 billion in revenue last year.

tiktok top apps

In Q4 2023, TikTok became the first non-gaming app to reach $10 billion in all-time consumer spend.

According to, it took nearly 10 years for any non-game app to hit $1 billion in all-time consumer spend, yet TikTok has consistently surpassed $1 billion in consumer spend each quarter. 

TikTok earned nearly $1 per user in the US in 2023, up from $0.61 per user in 2022. 

TikTok’s closest rival in terms of average revenue per user was Discord, which made $0.15 per user. 


TikTok reached $1 billion in annual global consumer spend for the first time in 2021 according to a report.

No other non-game app had ever reached this milestone until Tinder in 2020 and TikTok, YouTube and Disney+ the very next year. 

TikTok Engagement Statistics

As of February 2024, TikTok’s website attracted a total of 2.1 billion26 visits according to Similarweb, down almost 10% from the previous month.

Over 18% of these visits were from the US, followed by Vietnam (7%) and Mexico (4%). This placed TikTok 7th in terms of traffic rankings, behind platforms like Facebook, Instagram, Twitter, Reddit, and Discord. also had:

  • A bounce rate of 36%.
  • An average of 7 pages per visit.
  • An average visit duration of 3 minutes and 26 seconds.
tiktok traffic

In comparison, Semrush pegged visits to TikTok's website at 3.47 billion27 for February 2024, representing a 5% drop in traffic from January. 

Semrush also had a notably higher average visit duration of 10 minutes. Across all regions, mobile devices drove 83% of all visits.

According to TikTok data28, users now spend 50% of their time on TikTok watching videos longer than one minute.

Longer videos were introduced in 2022, and since then, interest in longer-form storytelling has only grown.

According to the TikTok trends report29, 40% of social media users said TikTok introduced them to new topics, compared to 22% for traditional social media. 

TikTok users were 1.8x more likely to agree that the platform introduced them to new topics they didn't even know they liked. 

In addition:

  • 44% visited TikTok with a specific outcome in mind, only to discover something they didn't intend to discover.
  • #tiktokfinds, which has become the prime destination for product discovery and sharing, experienced a 10x year-over-year video view rate.
  • #whattowatch, which provides recommendations for off-platform entertainment, experienced a 25x year-over-year video view growth rate.

The same report found that 74% of users felt that TikTok connected them with people from different cultures and backgrounds around the world.


  • 67% of users felt they learned a lot about different people and cultures on the platform.
  • 72% of users said it was easy for strangers to connect and bond around shared life experiences on TikTok.

In the US, 85% of TikTok users said the content on their For You page was interesting.

40% found the ‘For You’ page extremely interesting, while only 14% said the opposite, according to Pew Research.

The number of US adults who regularly get news from TikTok more than quadrupled30 from 3% in 2020 to 14% in 2023.

This trend has been driven primarily by adults aged 18-29, who are the most likely (32%) to regularly get news on the short-video sharing platform.

tiktok news

According to GWI31, the top 3 use cases for TikTok in 2023 were:

  • Finding funny/entertaining content: 62%
  • Finding information about brands: 26%
  • Sharing photos and videos: 26%

The same report revealed that the content users wanted to see most on the app, included:

  • Funny content: 60%
  • Creative content: 45%
  • Relaxing content: 37%

As of January 2023, internet users aged 16 to 64 worldwide spent an average of 23 hours and 30 minutes on TikTok per month.

This is compared to:

  • 19 hours and 36 minutes in 2021.
  • 13 hours and 18 minutes in 2020.

Internet users in Australia spent the most time on TikTok, clocking close to 30 hours on the app. 

Second is Indonesia where users spent 29 hours a month on the app. Meanwhile, usage was lowest in Argentina and South Africa where users spent 20 hours per month on the app.

Data by Insider Intelligence32 revealed that adult TikTok users spent 54 minutes per day on TikTok. 

This is almost double the time adult users spent on Instagram (33 minutes per day), signaling TikTok’s superior engagement levels in 2023.

TikTok Ecommerce Statistics

TikTok is estimated to bring in revenues of over $20 billion33 from social commerce in 2024. 

While this lags behind the Chinese version of the app, Douyin, which is projected to pull in $200 billion in 2024, TikTok’s international presence is growing. 

Between Q4 2022 and Q4 2023 alone, the app experienced a 230% increase in shop seller growth. The corresponding growth in social buyers is also promising.

tiktok commerce

In 2024, Insider Intelligence projects that TikTok will have 35.8 million social buyers, up 52% from 23.7 million in 2022.

By 2026, this figure will increase by 12%, pushing social buyers to 40 million.

As of December 2023, TikTok was the 2nd leading social media platform34 for purchases, after Instagram.

The social platform's popularity as a shopping destination was highest with Gen Z, who according to a Jungle Scout, are increasingly turning to social media for brand exploration, research, and purchases. In fact, 68% of Gen Z adults in the US were willing to make a purchase on TikTok, putting it in line with YouTube and just behind Instagram (71%). 

According to Statista, TikTok ranked 4th in terms of social commerce experience35 in 2023.

This was behind:

  1. Facebook (23%)
  2. Instagram(18%)
  3. YouTube (8%)

In its first month of operation in the US, 85% of all TikTok Shop sales were in the beauty care category.

Among the top brands were Huda Beauty, Rare Beauty, and Maybelline who all gained millions of followers in 2023.

In January 2023, 89% of beauty products sales on TikTok were from live sales.

Meanwhile, video sales accounted for 20% of sales, up from just 11% in 2022. 

A 2022 survey revealed that TikTok was the leading social media platform for impulse buys. 

That same year, 70% of global TikTok shoppers started shopping after seeing items in feeds or live stories.

TikTok Creator Statistics

On March 18, 2024, TikTok launched a new creator rewards program.

The program will reward high-quality, original content over a minute long. Creators must be at least 18 years old, have at least 10K followers, and a minimum of 100K views in the last 30 days. 

tiktok creator

As of March 2024, there were over 1.1 million creators36 on TikTok. TikTok creator Khabane Lame37 was the most followed content creator on the platform with 161.4 million subscribers.

In second place was influencer Charli D’Amelio with 152 million followers and in third place was singer Bella Poarch with 93.9 million followers.

The top creators on TikTok had a combined net worth of $27 million in 2023. Here, Charli D’Amelio took the lead, with a net worth of $20 million and estimated earnings of over $105,000 per post.

Khabane Lame had a net worth of $5 million and made over $92,000 per post. In third place was Bella Poarch who made around $67,000 per post.

On TikTok, the top 25% of US adults on the platform produce 98% of all publicly available videos.

Pew Research found that a small share of users are responsible for creating the majority of TikTok content. In fact, 52% of all US adults on the platform have never posted a video of themselves.

According to Insider Intelligence, over 100,000 creators signed up to use TikTok Shop’s affiliate program as of September 2023.

That same year, 28% of creators based in the US selected TikTok as their favorite platform. A further 26% of creators said they earned the most money on TikTok.

TikTok Advertising Statistics

As of 2024, TikTok offers the following advertising solutions:

  • Search Ads Toggle: Serves ads alongside organic search results, allowing advertisers to surprise audiences and stay top of mind as they explore.
  • Pulse: Allows advertisers to reach audiences by leaning into top trending content across the platform.
  • Video Shopping Ads: Sparks product discovery by providing personalized recommendations.
  • Branded Mission: Allows brands to leverage community-driven storytelling. 
  • Spark Ads: Leverages real TikTok content as ad material, promoting authenticity and sincerity.
  • Focused View: Places ads in front of audiences that are more likely to pay attention longer for greater engagement.
  • TikTok Creator Marketplace and TikTok Creative Exchange: Allow advertisers to discover and collaborate with creators on their campaigns.
tiktok brands

The 2024 TikTok trends report found that after seeing an ad on TikTok:

  • 41% of viewers trusted a brand more.
  • 31% of viewers were more likely to be loyal to the brand.
  • 33% of viewers were more likely to say the brand was a good fit for who they are as a person (vs. before seeing ads on TikTok)

The same report found that after seeing ads on TikTok with comments turned on, viewers trusted a brand 1.5x more. 

For brands that advertised consistently over an extended period, viewers' trust increased by a notable 41%.

According to DataReportal, TikTok had a global ad reach of 1.56 billion users38 a month as of January 2024. 

That’s up 56% from 1 billion in 2023 and 76% from 884.9 million in January 2022.

tiktok advertising

According to Data Reportal39, as of January 2024:

  • Marketers could reach 19.3% of the global population on TikTok compared to just 11.2% in 2022.
  • Marketers could reach 29.2% of all internet users compared to 17.9% in 2022.

Additionally, the report revealed the following audience overlaps:

  • 81.5% of TikTok users also used Facebook. 
  • 80.4% of TikTok users also used Instagram.
  • 77% of TikTok users also used YouTube. 
  • 72% of TikTok users also used WhatsApp.
tiktok spending

In 2023, TikTok's share of US video ad spending was 6.5%, putting TikTok below YouTube’s 8.3% and Meta’s 30.1% share. 

However, TikTok's growth has been impressive, surging from just 1.7% in 2020. In 2024, the social platform is projected to reach a 7% share. By 2025, it will hit a notable 7.6% share, placing it hot on the heels of YouTube, whose share is in steady decline.

TikTok Ban Statistics 

In the US, a bill was passed on March 13, 2024, requiring Beijing-based Byte Dance to divest from TikTok40 or face a nationwide ban. 

In 2023, over 50% of US states banned TikTok from government devices over data security concerns.

There were also mounting concerns41 about TikTok’s content and its impact on teen mental health. 

For example, researchers from the Center for Countering Digital Hate reported that eating disorder content on the platform had amassed 13.2 billion views.

However, Pew Research42 reported that the share of US adults who would support a TikTok ban had fallen from 50% in March to 38% in October 2023.

  • At 41%, adults under the age of 30 were the least likely to support a ban. 
  • 36% of those aged 30 to 49 would support a ban, down from 45% in March. 
  • 39% of those aged 50 to 64 would support a ban, down from 54%.
  • 49% of those aged 65 and older would support a ban, down from 71%.
tiktok ban

The same report found that US teens would be less supportive of a ban than adults. 

50% of teens would oppose a ban, far higher than the 18% who would support it. 

Globally, citing concerns over TikTok’s security and ties to China, many countries have placed bans on the platform

  • Pakistan: Since October 2020, TikTok has been banned at least four times over concerns of immoral content. 
  • India: In January 2021, TikTok and dozens of other Chinese apps were permanently banned over privacy and security concerns.
  • Taiwan: In December 2022, Taiwan imposed a public sector ban on TikTok citing that it posed a national security risk
  • Canada: On February 28, 2023, TikTok was banned from all government-issued devices.
  • Denmark: On March 6, 2023, Denmark's Defense Ministry banned TikTok on official units as a cybersecurity measure.
  • Belgium: On March 10, 2023, TikTok was banned from devices owned or paid for by the government for at least 6 months, citing cybersecurity concerns.
  • Estonia: In March 2023, the Minister of IT and Foreign Trade said TikTok would be banned from phones issued by the state to public officials.
  • The UK: On March 16, 2023, the UK placed an immediate ban on TikTok on government official devices.
  • New Zealand: On March 17, 2023, TikTok was banned from government lawmakers' phones.
  • EU Institutions: On March 20, 2023, the three top EU bodies banned TikTok on staff devices, citing cybersecurity concerns.
  • France: On March 24, 2023, the French government banned the installation and use of recreational apps like TikTok on civil servants’ work phones.
  • Norway: On March 23, 2023, the Norwegian parliament banned TikTok from work devices.
  • Australia: On April 4, 2023, Australia banned TikTok from all federal government-owned devices over security concerns.

TikTok Safety and Security Statistics

As of November 2023, TikTok reported making the following strides in data security:

  • Over $1.5 billion was invested in protecting user and business data.
  • Over €1.2 billion ($1.3 billion ) was invested to create local European data storage in Ireland and Norway.

According to its 2023 Safety report43, TikTok had over 40,000 dedicated trust and safety professionals working to keep the app safe globally.

Leveraging technology and a dedicated team enabled TikTok to proactively remove 96% of all content violations in 2023.

75% of teens chose to keep the 60-minute daily screen time limit, driving a 234% increase in the use of TikTok’s screen time tools.

The app also supported over 1 million teens and their families in setting guardrails based on their needs.

tiktok removal

In 2023, TikTok removed over 510 million videos44.

This represents a 24% increase from 2022 when around 412 million videos were removed. The majority of videos removed violated the policy on:

  • Sensitive and mature themes -  33%
  • Regulated goods and commercial activities - 30%
  • Mental and behavioral health - 16%

The app also removed 349 million fake accounts globally throughout 2023. 

This represents a notable 118% increase from the 160 million fake accounts removed in 2022.

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What is TikTok's target audience?
TikTok’s target audience is anyone between the ages of 13 and 60 who wants to create, share and enjoy short-form videos.

What generation uses TikTok the most?
Gen Z uses TikTok the most. A record 76% of Gen Z used TikTok in 2023, up from 69% in 2022.