TikTok Users, Stats, Data & Trends for 2025

This page contains all the data, insights, and trends you need to help you understand TikTok adoption and use around the world in January 2025.

You’ll find DataReportal’s latest complete report on TikTok use towards the bottom of this article, but first, we’ll explore some key headlines and trends for global TikTok use.

Just before you dive into the findings, you may be interested to know that all of the data and analysis on this page has been curated by real humans, without the use of generative AI (click here to learn why we include this statement).

Please also note that we publish regular updates to this page, so the content featured below may change at any time.

As a result, if you’d like to reference or link to specific stats or content that won’t change over time, you might find our flagship Global Overview Reports, our regular Statshot Reports, or one of our local country reports to be a better choice.

Essential TikTok statistics and trends for 2025

Data published in TikTok’s own tools^(a) show that TikTok ads reached 1.59 billion users in January 2025.

This figure places TikTok 4th in DataReportal’s latest ranking of social media platforms by reported ad reach outside of China, and confirms that TikTok was one of the most popular services on the internet in early 2025.^(b)

However, it’s important to highlight that advertising reach figures are not a direct proxy for a platform’s overall user base, and — as we’ll explain later — TikTok’s total active user count may be quite different to these ad audience figures.

Caveats aside though, these latest audience numbers indicate that TikTok ads reached 19.4 percent of all the people on Earth in January 2025, based on the latest population data from the United Nations.^(c)

But having said that, ByteDance restricts the use of TikTok to people aged 13 and above, so — as we’ll explore below — TikTok’s “age eligible” adoption rate may be higher than this overall figure suggests.^(b)

And what’s more, TikTok’s own data shows that TikTok’s advertising reach enjoyed gentle growth in the twelve months ending in January 2025.^(a)

More specifically, the total number of users that marketers could reach with TikTok ads increased by 31.2 million (+2.0 percent) between January 2024 and January 2025.^(a)

Note: The figures reported above are based on TikTok’s advertising audience only, and may not be representative of the platform’s total active user base.

Digging deeper

Want the full story? Scroll down to find the latest data, insights, and trends you need to understand TikTok use all over the world, including:

• Figures for TikTok adoption

• How quickly TikTok use is growing

• Countries with the highest rates of TikTok use

• TikTok use by world region

• TikTok’s audience demographics

Towards the bottom of this page, you’ll also find a comprehensive report on TikTok adoption and use all over the world.

And if you’re looking for even more perspective, you can learn how TikTok compares to other social media platforms on our popular Social Media Users overview page.

Important notes on data and methodology

Unless stated otherwise, all of the figures that we report in this article represent Kepios’s analysis of data sourced directly from TikTok’s own tools, resources, and statements.

You can find details of individual data sources listed at the bottom of this article.

Where we reference “ad reach” or “ad audience”, please note that the associated figures only identify the number of users or accounts that marketers may be able to reach with TikTok ads.

These ad reach figures can be a useful indicator of trends in TikTok adoption and use, but they are not a direct proxy for metrics like monthly active users, and should not be viewed as such.

Indeed, Kepios’s analysis shows that the ad reach figures published by most of the major social media platforms tend to be lower than the overall monthly active user figures that the same companies may publish from time to time in resources such as their investor earnings reports.

Meanwhile, ad reach figures may include duplicate and “inauthentic” accounts, as well as accounts that represent legitimate but “non-human” entities, including pets, businesses, brands, places of interest, music groups, and more.

Consequently, it’s important to stress that the figures you’ll find in this article may not be representative of TikTok use by unique individuals.

As such, please pay careful attention to the definitions and labels that we use to describe each data point, in order to avoid any potential confusion or misrepresentation.

How many TikTok users are there in 2025?

TikTok is one of the world’s most popular social media platforms^(b), but just how many people use TikTok today?

Based on data published in its own ad planning resources, TikTok had at least 1.59 billion users around the world in January 2025.^(a)

This figure suggests that 27.5 percent of all the people aged 18 and above around the world used TikTok at the time of report production.^(c)

However, if we remove the people in this age group who live in China — where ByteDance operates “Douyin” (抖音) as a separate platform, despite its many apparent similarities to TikTok — the platform’s “eligible adoption rate” increases to 34.3 percent.^(c)

And for further context, Kepios’s analysis indicates that TikTok ads reached 28.6 percent of the world’s internet users at the beginning of 2025.^(b)

Note: The figures reported above are based on TikTok’s advertising audience only, and may not be representative of the platform’s total active user base.

How fast is TikTok growing in 2025?

Data published in TikTok’s ad planning tools suggests that TikTok’s global potential audience reach figure increased by 2.0 percent in the 12 months leading up to report production.^(a)

To put that figure in perspective, marketers were able to reach 31.2 million more users with TikTok ads in January 2025 than they were one year prior.^(a)

However, on a quarter-by-quarter basis, TikTok’s potential ad reach decreased by 96.1 million (-5.7 percent) in the three months between October 2024 and January 2025.^(a)

But how do changes in TikTok’s potential ad reach compare with growth trends for other platforms over the past year?

Well, Kepios’s analysis suggests that Instagram’s global ad reach increased by 90.8 million (+5.5 percent) in the twelve months leading up to January 2025, indicating that TikTok’s reported reach increased less quickly than Instagram’s reported reach increased during this period.^(d)

Meanwhile, data reported in Snapchat’s ad planning tools tools shows that the platform’s total potential reach increased by 31.1 million (+4.6 percent) between January 2024 and January 2025, suggesting that TikTok’s reported reach increased less quickly than Snapchat’s reported reach increased over the past year.^(d)

Note: The figures reported above are based on each platform’s advertising audience only, and may not be representative of their respective active user bases.

Which countries have the most TikTok users in 2025?

Our analysis indicates that TikTok has users all over the world, but some countries see much higher levels of TikTok use than others.^(b)

Focusing specifically on the platform’s “top ten territories” by ad reach, audience figures published in TikTok’s own tools^(a) in January 2025 show that:

1. The United States of America had 136 million active TikTok users
2. Indonesia had 108 million active TikTok users
3. Brazil had 91.7 million active TikTok users
4. Mexico had 85.4 million active TikTok users
5. Pakistan had 66.9 million active TikTok users
6. The Philippines had 62.3 million active TikTok users
7. The Russian Federation had 56.0 million active TikTok users
8. Bangladesh had 46.5 million active TikTok users
9. Egypt had 41.3 million active TikTok users
10. Vietnam had 40.9 million active TikTok users

Note: The figures reported above are based on TikTok’s advertising audience only, and may not be representative of the platform’s total active user base.

How many users does TikTok have in each world region in 2025?

The figures shown in the list below are based on TikTok’s advertising audience data^(a) for January 2025.

• Number of active TikTok users in Northern America: 149 million (9.3 percent of the global total)

• Number of active TikTok users in Central America: 114 million (7.1 percent of the global total)

• Number of active TikTok users in the Caribbean: 14.0 million (0.9 percent of the global total)

• Number of active TikTok users in Southern America: 228 million (14.3 percent of the global total)

• Number of active TikTok users in Western Europe: 57.5 million (3.6 percent of the global total)

• Number of active TikTok users in Northern Europe: 37.2 million (2.3 percent of the global total)

• Number of active TikTok users in Southern Europe: 54.3 million (3.4 percent of the global total)

• Number of active TikTok users in Eastern Europe: 109 million (6.8 percent of the global total)

• Number of active TikTok users in Northern Africa: 90.9 million (5.7 percent of the global total)

• Number of active TikTok users in Western Africa: 41.5 million (2.6 percent of the global total)

• Number of active TikTok users in Middle Africa: 11.6 million (0.7 percent of the global total)

• Number of active TikTok users in Eastern Africa: 21.9 million (1.4 percent of the global total)

• Number of active TikTok users in Southern Africa: 23.4 million (1.5 percent of the global total)

• Number of active TikTok users in Western Asia: 154 million (9.7 percent of the global total)

• Number of active TikTok users in Central Asia: 18.2 million (1.1 percent of the global total)

• Number of active TikTok users in Southern Asia: 119 million (7.5 percent of the global total)

• Number of active TikTok users in South-Eastern Asia: 298 million (18.7 percent of the global total)

• Number of active TikTok users in Eastern Asia: 42.6 million (2.7 percent of the global total)

• Number of active TikTok users in Oceania: 10.0 million (0.6 percent of the global total)

For clarity, we use the United Nations’ M49 geoscheme for our regional groupings. Please click here to learn which countries belong to each region.

Note: The figures reported above are based on TikTok’s advertising audience only, and may not be representative of the platform’s total active user base. Rounding and anomalies in source data may mean that figures for individual regions do not sum to the global total.

What do TikTok’s audience demographics look like in 2025?

Data reported in TikTok’s planning tools^(a) in January 2025 indicate that:

• 44.3 percent of TikTok’s audience was “female”

• 55.7 percent of TikTok’s audience was “male”

Want to know what TikTok’s audience gender balance looks like in your country? Take a look at the complete report below, or check out our free reports library.

Note: The figures reported above are based on TikTok’s advertising audience only, and may not be representative of the platform’s total active user base. At the time of report production, TikTok’s ad planning tools only published audience data for the gender identifiers shown above. Associated gender names and the ascription of these identifiers to the platform’s users reflect TikTok’s approaches, definitions, and methodologies.

Guidance on interpreting TikTok’s gender data

One of the reasons why TikTok’s global user base skews male is that — around the world — men are more likely than women to have access to the internet (please refer to our latest global report for more details).^(b)

However, this phenomenon is largely driven by “digital demographics” in the world’s developing economies, and in fact — in some parts of the world — we may see female users outnumber male users.^(b)

For example, female users accounted for barely 30.0 percent of the platform’s potential ad reach across Southern Asia in January 2025, while that figure was just 32.2 percent across Western Africa.^(a)

Conversely though, female users accounted for 53.0 percent of TikTok’s ad audience in Western Europe, and 52.6 percent in Northern Europe.^(a)

Note: The figures reported above are based on TikTok’s advertising audience only, and may not be representative of the platform’s total active user base.

What’s the average age of TikTok’s users in 2025?

Based on the data reported in TikTok’s planning tools, DataReportal’s analysis suggests that the average age of TikTok users in January 2025 lay somewhere between 25 and 34 years old.^(a)

And for added perspective, the data published in TikTok’s ad planning tools suggests that male users aged 25 to 34 accounted for the greatest share of active TikTok users at that time.^(a)

It’s worth highlighting that the average age of TikTok users varies meaningfully by geography though, so we encourage you to check out the details for the specific countries that matter to you in our free reports library.

Note: The figures reported above are based on TikTok’s advertising audience only, and may not be representative of the platform’s total active user base.

What’s the age profile of TikTok’s audience in 2025?

Based on the available data published in TikTok’s own tools^(a) in January 2025, the demographic profile of TikTok’s ad audience is as follows:

• Users aged 18 to 24:

  • Female users aged 18 to 24 accounted for 14.1 percent of TikTok’s global ad audience.

  • Male users aged 18 to 24 accounted for 16.6 percent of TikTok’s global ad audience.

• Users aged 25 to 34:

  • Female users aged 25 to 34 accounted for 14.6 percent of TikTok’s global ad audience.

  • Male users aged 25 to 34 accounted for 20.7 percent of TikTok’s global ad audience.

• Users aged 35 to 44:

  • Female users aged 35 to 44 accounted for 7.2 percent of TikTok’s global ad audience.

  • Male users aged 35 to 44 accounted for 9.2 percent of TikTok’s global ad audience.

• Users aged 45 to 54:

  • Female users aged 45 to 54 accounted for 4.3 percent of TikTok’s global ad audience.

  • Male users aged 45 to 54 accounted for 4.9 percent of TikTok’s global ad audience.

• Users aged 55 and above:

  • Female users aged 55 and above accounted for 4.1 percent of TikTok’s global ad audience.

  • Male users aged 55 and above accounted for 4.3 percent of TikTok’s global ad audience.

If you’d like to know more about the age profile of TikTok’s audience in your country, you’ll find more details in our free reports library.

Note: The figures reported above are based on TikTok’s advertising audience only, and may not be representative of the platform’s total active user base. Data rounding, anomalies in source data, and the varying availability of data for different demographic parameters mean that values shown in the list above and in the graphic below may not sum to 100 percent, and may not correlate with gender share values reported earlier in this article.

What’s the average engagement rate on TikTok?

Data shows that engagement rates for content published by TikTok Business Accounts vary significantly, depending on a number of different factors.

For example, analysis from Socialinsider shows that engagement rates differ markedly by geography, and users in some countries are much more likely to engage with TikTok posts than users in other locations.

If you’d like to know what TikTok engagement looks like in specific countries, you can find average rates for a wide range of geographies in our free reports library.

Full report: TikTok use by country in January 2025

The embed below contains our latest in-depth report exploring TikTok’s advertising audience around the world (please click here if the embed isn’t showing, or doesn’t seem to be working properly).

This report contains global headlines, benchmarks, and audience overviews, as well as local data for all the countries and territories around the world for which TikTok’s advertising tools currently publish audience data.

How does TikTok use compare with the use of other platforms?

Want to compare these findings with similar data for other social media platforms?

Check out our data and trends for other top platforms via these links:

• Essential Facebook stats and trends

• Essential Instagram stats and trends

• Essential LinkedIn stats and trends

• Essential Messenger stats and trends

• Essential Pinterest stats and trends

• Essential Snapchat stats and trends

• Essential X stats and trends

• Essential YouTube stats and trends

Data sources for stats on this page

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