TikTok has seen explosive growth since launching outside of China in 2017. Within just a few years, it has become one of the most popular and fastest-growing social media platforms, especially among younger users. TikTok allows users to create and share short videos set to music and has developed a reputation for trending dances, viral memes, and showcasing creative talent. As of 2023, TikTok has been downloaded over 3.3 billion times globally and has over 1 billion monthly active users.
In the US specifically, TikTok has seen massive growth. After merging with musical.ly in August 2018, TikTok quickly rose to prominence among American teens and young adults. As of 2022, TikTok had over 100 million monthly active users in the US alone, up 800% from January 2018 before the merger. The app has become a part of mainstream culture and online entertainment in America.
Total Downloads
According to Business of Apps, TikTok has been downloaded over 2.7 billion times globally as of December 2020. In the US specifically, it has reached over 80 million total downloads. Another source, Wallaroo Media, reported that TikTok hit 2 billion total downloads in April 2020, indicating rapid growth worldwide. While concrete numbers vary across sources, it is clear that TikTok has seen massive adoption in the US, with tens of millions of American users downloading the app.
Monthly Active Users
According to numbers revealed by TikTok, the number of monthly active users on TikTok in the US has reached about 120 million as of early 2022 [1]. This shows tremendous growth from just 30 million monthly active users in mid-2018. Clearly the app has struck a chord with American audiences and continues to gain tremendous traction.
With over a third of the US population now actively using TikTok every month, it has firmly cemented itself as one of the top social media platforms in the country. Its growth has even outpaced other leading platforms like Instagram and Snapchat over the past couple years.
TikTok’s monthly active user count now puts it on par with other social media giants like Facebook and YouTube in terms of US audience size. This rapid expansion is a testament to TikTok’s effective algorithm and content recommendation system that keeps users coming back.
Daily Active Users
TikTok has become a daily destination for tens of millions of Americans. According to TikTok, there are around 50 million daily active users in the United States as of 2023. This makes the US one of TikTok’s largest markets in terms of daily engagement.
The number of daily active TikTok users in the US has grown rapidly over the past few years. In 2020, TikTok reported around 26 million daily users. By 2021, that figure jumped to over 45 million as the app continued gaining popularity.
TikTok’s high level of daily engagement exceeds other major social platforms like Instagram, Snapchat and Twitter in the US. The app’s addictive short-form video format and powerful recommendation algorithm are key factors driving the surge in daily use.
Looking ahead, analysts expect TikTok’s base of daily active users in the US to continue growing at a rapid clip. The platform still has room to expand its reach, especially among older demographics. Winning over advertisers with its highly engaged audience will be crucial for TikTok to keep up momentum.
User Demographics
TikTok attracts a young user base, with over 50% of its global audience being between the ages of 10 to 29 according to a 2020 integrated marketing presentation by Ogilvy (https://ogilvyone.cachefly.net/ogilvy/pdf/Tik_Tok_Presentation_updated_ogilvy.pdf). In the United States, an estimated 29% of TikTok users are between 10 to 19 years old as of April 2020.
There is a relatively even gender split on TikTok in the US – a 2020 report showed a 45% male, 55% female divide (https://ogilvyone.cachefly.net/ogilvy/pdf/Tik_Tok_Presentation_updated_ogilvy.pdf). Geographically, an estimated 50% of monthly TikTok users in the US are located in urban areas.
Time Spent Per Day
On average, TikTok users spend significant amounts of time on the platform every day. According to Oberlo, the average time spent on TikTok per day is predicted to reach 58.4 minutes by 2024. Another report by Business DIT found the average time spent to be 56 minutes and 22 seconds per day based on data collected from various sources.
Triden Technology reports even higher numbers, stating the global average time on TikTok is 95 minutes (1.5 hours) per day. They also note that 90% of users open the TikTok app every single day. With short-form viral videos, TikTok is designed to keep users continuously engaged and scrolling for long periods.
Ad Reach
As of July 2022, TikTok reached 1.2 billion monthly active users globally (recall analytics). With over 100 million monthly active users just in the United States, TikTok offers advertisers an extremely large potential reach for their campaigns. According to TikTok’s own advertising platform, advertisers can expect to reach up to 70% of 18-34 year-olds in the US every month through TikTok.
TikTok states that their platform serves over 1 billion video views per day in the US alone. This massive amount of daily impressions gives brands the opportunity to get their ads seen multiple times by a large portion of TikTok’s coveted Gen Z and Millennial demographics.
Some key stats on TikTok’s advertising reach include:
- Over 100 million MAUs in the US
- Potential reach of 70% of US 18-34 year-olds per month
- Over 1 billion daily video views in the US
With its huge user base and amount of engagement, TikTok offers advertisers unmatched reach to valuable younger demographics that can be hard to target through other platforms.
Revenue
TikTok has seen rapid revenue growth in recent years. According to Doofinder, TikTok’s US revenue is projected to reach $8.75 billion in 2023, up from $2.58 billion in 2021. This represents over 200% growth in just two years. Globally, TikTok’s revenue is estimated to have reached around $4 billion in 2020 and over $12 billion in 2021.
The majority of TikTok’s revenue comes from advertising. Brands pay for various ad formats such as sponsored videos and branded effects to reach TikTok’s large user base. TikTok also generates revenue through ecommerce and virtual gifts users can purchase to support creators.
As TikTok’s user base and engagement continue to grow rapidly, its revenue is expected to follow suit. Some analysts predict TikTok’s revenue could grow to over $30 billion globally by 2024, putting it on par with more established social media platforms like Twitter and Snapchat.
Competitor Comparison
When comparing TikTok to competitors like Instagram, there are some key differences in terms of users and engagement. As of 2023, TikTok has around 1 billion monthly active users globally, while Instagram has about 2 billion monthly active users [1]. However, TikTok’s growth has been explosive, more than tripling its userbase from 2018 to 2021 [2].
A core difference is that TikTok caters to a younger demographic, with nearly 50% of its users under 30 years old. Instagram has more even distribution across age groups. TikTok also drives extremely high engagement, with users spending an average of 52 minutes per day on the platform – significantly more than time spent on Instagram [3]. The short-form video content and powerful algorithm makes TikTok inherently “stickier” than photo-focused apps.
For brands and influencers, results can vary substantially between platforms. Instagram remains the king for lifestyle influencers and bloggers. But for brands targeting Gen Z consumers, TikTok should be a core focus with its viral trends and impact on culture.
Future Outlook
TikTok is projected to continue its massive growth in the coming years. Here are some predictions for TikTok’s future growth and success:
User Growth: TikTok is expected to hit 1 billion monthly active users globally by the end of 2022. It will likely continue to add tens of millions of new users each year. Key markets like India, Southeast Asia, South America and Africa still have huge room for growth.
Revenue Growth: As TikTok’s user base expands, so will its revenue. eMarketer predicts US TikTok revenue will reach nearly $3 billion in 2022, representing 200% year-over-year growth. Global revenue is estimated to hit $11 billion in 2022.
New Features & Innovation: TikTok continuously rolls out new features like stories, messaging, ecommerce and more. It will continue innovating and evolving its platform to keep users engaged.
Competitive Threats: Major platforms like Instagram Reels and YouTube Shorts are competing with TikTok for short-form video. While the competition is heating up, TikTok’s early lead and loyal user base put it in a strong position.
Brand Advertising: More brands will invest in TikTok advertising as awareness grows around its marketing capabilities and audience. TikTok’s self-serve ads platform will also help attract small and mid-size businesses.
Culture & Community: TikTok has cultivated a distinct culture embraced by its community. This gives it a unique appeal that will be hard for competitors to replicate. The addictive nature of TikTok should fuel ongoing high engagement.
