As of July 2024, Indonesia was the country with the largest TikTok audience by far, with almost 157.6 million users engaging with the popular social video platform. The United States followed, with around 120.5 million TikTok users. Brazil came in third, with almost 105.3 million users on TikTok watching short-videos.
From Reels to Shorts: social short video takes the internet
Between 2021 and 2022 some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached two billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram.
TikTok business model
TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods such as a live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising. In 2022, TikTok was estimated to have generated around four billion U.S. dollars worldwide via online advertising.
Countries with the largest TikTok audience as of July 2024
(in millions)
based on addressable advertising audience; does not inlcude Douyin
Supplementary notes
According to the source: "Only includes countries and territories with population of at least 50,000 people. data are not available for all locations, ranking based on available data."
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DataReportal, & We Are Social, & Meltwater. (July 31, 2024). Countries with the largest TikTok audience as of July 2024 (in millions) [Graph]. In Statista. Retrieved December 12, 2024, from https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
DataReportal, und We Are Social, und Meltwater. "Countries with the largest TikTok audience as of July 2024 (in millions)." Chart. July 31, 2024. Statista. Accessed December 12, 2024. https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
DataReportal, We Are Social, Meltwater. (2024). Countries with the largest TikTok audience as of July 2024 (in millions). Statista. Statista Inc.. Accessed: December 12, 2024. https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
DataReportal, and We Are Social, and Meltwater. "Countries with The Largest Tiktok Audience as of July 2024 (in Millions)." Statista, Statista Inc., 31 Jul 2024, https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
DataReportal & We Are Social & Meltwater, Countries with the largest TikTok audience as of July 2024 (in millions) Statista, https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/ (last visited December 12, 2024)
Countries with the largest TikTok audience as of July 2024 (in millions) [Graph], DataReportal, & We Are Social, & Meltwater, July 31, 2024. [Online]. Available: https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
