TikTok jobs and creators GDP contributions in selected European markets 2023

In 2023, it was estimated that TikTok facilitated or supported the creation of over 51 thousand jobs across five of the major markets in the European Union. The contributions of TikTok content creators to the region's gross domestic product are estimated to amount to 4.8 billion euros. Germany and France saw approximately 1.5 billion euros and 1.4 billion euros in contributions towards their GDPs from the popular short video platform, respectively.

Creator economy in Europe

In 2023, TikTok data pointed to almost six in 10 medium-sized businesses in Europe advertising on TikTok, as well as around five in 10 micro- and small-sized businesses doing the same. With the introduction of artificial intelligence tools, the online influencer market might experience a major renovation as virtual influencers – characters and personalities that have been generated using AI technology – become increasingly popular. However, marketers and advertisers might not be sold on it just yet: according to a survey of marketing professionals in Europe conducted in 2024, over six in 10 respondents based in the Nordics felt overwhelmed by the prospect of adding AI to their daily processes, as did around six in 10 respondents in France, as well as four in 10 respondents in the United Kingdom.

Content creators in France

As of June 2024, video websites and apps provided the most popular type of content to online users in France, as half of the French digital population reported engaging with this content category. As the popularity of video content grows in the country, YouTubers and TikTok creators have taken a prominent role in the online marketing environment. Nano-influencers on TikTok – which recorded an audience between 1,000 and 10,000 followers - presented a higher engagement rate among French users when compared to larger influencers. Overall, the online video advertising market in France was estimated to generate a revenue of approximately 2.4 billion U.S. dollars in 2024.

Number of jobs supported and gross domestic product (GDP) contribution from TikTok creators in selected countries in the European Union in 2023

Characteristic	Jobs supported	Contribution to GDP
The Netherlands	6,000	629 in million euros
Belgium	2,700	309 in million euros
France	12,500	1.4 in billion euros
Germany	18,600	1.5 in billion euros
Italy	11,300	1 in billion euros
Total	51,100	4.8

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Release date

January 2024

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Region

Belgium, France, Germany, Italy, Netherlands

Survey time period

2023

Supplementary notes

All data presented are estimates
According to the source: "Estimates of procurement and the compensation of employees were used in Oxford Economics’ Global Sustainability Model to generate indirect GDP and induced GDP, as well as indirect and induced jobs. As the study is multinational in scope, the model also accounted for intra-country trade within the five markets supported by SME activity on TikTok. We did this by incorporating both domestic procurement and imports within our economic impact framework and therefore accounting for global linkages between our in-scope countries which otherwise would have “leaked” out of our modelling."

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