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. 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 for Marketers Userbase, Downloads, and Growth Demographics User Behavior The Impact of TikTok Shopping on TikTok Viral Trends and Influencers on TikTok Business, Revenue, and Competition The Future of TikTok Where to Find More TikTok Stats 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) 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, 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. 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) 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