TikTok Statistics 2026: Users, Revenue and Ads

What are the key TikTok statistics for 2026?

If you only need one table, this is it. Every figure was checked on the page it comes from on 14 November 2026. The sections below give the detail and the caveats.

How many people use TikTok in 2026?

TikTok ads could reach 2.33 billion people aged 18 and over in October 2026, up 346 million (17.4%) in twelve months. That is the figure from TikTok's own ad tools, as tracked by DataReportal (page updated 5 November 2026). It makes TikTok the second-largest social platform by ad reach outside China, and the fastest growing of the big ones: over the same twelve months Instagram's ad reach grew 2.5% and Snapchat's 1.6%.

That is not a count of monthly active users. TikTok last published a global monthly figure in September 2021, when it said more than 1 billion people came to TikTok every month (TikTok Newsroom, 27 Sep 2021). It has not updated it since. What it does publish now are regional counts, usually when it is talking to regulators.

Two cautions. First, DataReportal flags that TikTok's ad reach is a different count from users, and in several countries it is higher than the number of adults who live there (Mexico, Vietnam, Chile and Peru are all above 100% of adults), which tells you it counts accounts and devices, not people. Second, TikTok's minimum age is 13, so under-18s use TikTok but do not appear in any ad-reach figure. TikTok's own US figure of 200 million includes them; DataReportal's US figure of 150 million does not.

The B2B House's 2022 figure for worldwide users was an eMarketer forecast of 813.7 million, rising to 1.1 billion by 2026. On every measure we can check, TikTok passed that 2026 forecast years early.

Cite: "TikTok ads could reach 2.33 billion adults in October 2026, up 17.4% in a year (DataReportal); TikTok says more than 200 million Americans use it." Kiin Labs, kiin.co/research/tiktok-statistics#how-many-users

Which regions use TikTok most?

South-Eastern Asia is TikTok's largest region, with 586 million adults in its ad audience, a quarter of the global total. Southern America is second at 335 million. Northern America (the US and Canada) is 168 million, just 7.2% of the audience. These are DataReportal's regional splits of TikTok's October 2026 ad reach.

Source: DataReportal, Essential TikTok statistics, TikTok ad audience, October 2026.

The B2B House's 2022 guide said the Middle East and Africa was TikTok's fastest-growing region (39.1% a year), followed by Asia Pacific (17.7%) and Latin America (17.3%). Those were eMarketer growth forecasts and nobody has repeated them in that form. What the 2026 split confirms is the direction: TikTok's audience is now overwhelmingly in South-East Asia, Latin America, the Middle East and Africa. Europe as a whole (about 300 million in ad reach) and North America are a minority of it.

For a B2B advertiser that is the first thing to know. If your buyers sit in the US, UK or Western Europe, less than one in eight of TikTok's adult ad audience lives there.

Cite: "South-Eastern Asia is TikTok's largest region with 586 million adults in its ad audience (25.1%); Northern America is 168 million (7.2%), October 2026." Kiin Labs, kiin.co/research/tiktok-statistics#users-by-region

Which country has the most TikTok users?

Indonesia has the largest TikTok ad audience, 240 million adults, followed by Brazil (152 million), the United States (150 million), Mexico (112 million) and Vietnam (99.7 million). Those are October 2026 figures from DataReportal. For countries outside the top ten we use DataReportal's Digital 2026 country reports, which use TikTok's late-2025 figures, and mark them. The right-hand column is the 2022 figure The B2B House published, so you can see the change.

Sources: top ten, DataReportal Essential TikTok statistics (October 2026). Others, DataReportal Digital 2026 country reports, published late 2025, e.g. UK, Canada, Australia, France, Germany, Malaysia, Japan, Italy, Spain. Shares above 100% are as DataReportal publishes them and show that ad reach counts accounts, not people. The 2022 column is an eMarketer forecast of all users, including under-18s, so it is not like for like.

Three things stand out. The UK has 26.8 million adults in TikTok's ad audience, already above the 21 million The B2B House forecast for 2026, and growing 12.5% a year. Canada more than doubled the old forecast, to 16.6 million adults, and grew 36.4% in a year, the fastest of the major English-speaking markets. And France is flat: its ad reach fell 0.5% between late 2024 and late 2025, one of the few large markets where TikTok stopped growing.

Two country notes. Russia still shows 66.7 million in TikTok's ad tools; we report it as DataReportal publishes it, but it is an ad-tool count, so treat it with care. And the October 2026 figures for some countries are well above the late-2025 ones (Indonesia 240 million against 180 million, Thailand 70.3 million against 56.6 million), so always quote a country with its date. The US went the other way, from 153 million in late 2025 to 150 million in October 2026.

Cite: "TikTok's largest ad audiences are Indonesia (240M), Brazil (152M) and the US (150M); the UK has 26.8 million adults in TikTok's ad audience (DataReportal)." Kiin Labs, kiin.co/research/tiktok-statistics#users-by-country

What is the age and gender of TikTok users?

TikTok's ad audience is 50.4% female and 49.6% male, and the largest age group is 25 to 34, at 42.7% of adults reached. The single biggest group is men aged 25 to 34 (21.9%). These are TikTok's own ad-tool figures for October 2026, published by DataReportal.

Source: DataReportal, TikTok ad audience aged 18+, October 2026. Totals are our sums of DataReportal's rows. Under-18s are not included.

The common picture of TikTok as a teenage app is out of date. More than three in four adults TikTok can reach are 25 or older (78%), and more than a third are 35 or older. That matters for B2B: the 25 to 44 band is exactly the age of most managers and buyers. The gender split varies a lot by country, though. In the UK, 61.5% of TikTok's adult ad audience is female (DataReportal UK, late 2025), and in the US women are far more likely to use TikTok than men (next section).

The B2B House's 2022 guide said 41.8% of US TikTok users were Gen Z, 32.9% millennials, 12.4% Gen X and 4.5% baby boomers. Those were eMarketer estimates that included children. No primary source publishes a generation split today. The nearest independent measure is Pew's age breakdown below.

Cite: "TikTok's adult ad audience is 50.4% female; 25 to 34 year olds are the largest group at 42.7% (DataReportal, October 2026)." Kiin Labs, kiin.co/research/tiktok-statistics#demographics

Who uses TikTok in the US (Pew Research 2026)?

37% of US adults say they use TikTok, rising to 65% of 18 to 29 year olds. Women (43%) are much more likely to use it than men (31%). Pew Research Center surveyed 5,511 US adults from 30 January to 18 June 2026 and published the results on 19 October 2026 (Pew, Americans' Use of Social Media in 2026). It is the best independent source on who actually uses TikTok, because it asks people rather than counting accounts.

Source: Pew Research Center, Social Media Fact Sheet, survey of US adults, 30 Jan to 18 Jun 2026, margin of error ±1.8 points. Published 19 Oct 2026. Asian adults: English speakers only.

How TikTok's US reach has changed

Source: Pew Research Center. Pew notes its survey mode changed over time, so earlier years are not exactly comparable.

TikTok's US reach among adults has nearly doubled since 2021 and has now levelled off at 37%. For context, Pew's 2026 survey puts YouTube at 84%, Facebook 70%, Instagram 51%, LinkedIn 31%, Snapchat 26%, Reddit 25% and X 18%. Among adults, TikTok is now used more widely in the US than LinkedIn, Snapchat, Reddit or X.

US teens and TikTok

About six in ten US teens aged 13 to 17 use TikTok, 61% use it every day and 21% say they are on it "almost constantly", up from 16% in 2022 (Pew, Teens, Social Media and AI Chatbots 2025, 1,458 teens, 25 Sep to 9 Oct 2025). Only YouTube is used daily by more teens. Teen use splits by party too: 75% of Democratic-leaning teens use TikTok against 60% of Republican-leaning teens.

The income and education rows are the ones B2B marketers should read twice. TikTok use falls as income and education rise: 44% of adults in households under $30,000 use it, against 29% at $100,000 or more, and 43% of adults with a high school education against 28% of college graduates. LinkedIn is the exact mirror image: 51% of college graduates and 45% of $100,000+ households use it (LinkedIn statistics 2026). We come back to this in section 11.

Cite: "37% of US adults use TikTok, including 65% of 18 to 29 year olds; 43% of women and 31% of men (Pew Research Center, 2026)." Kiin Labs, kiin.co/research/tiktok-statistics#us-users

How much time do people spend on TikTok?

TikTok users spend an average of 1 hour 37 minutes a day in its Android app, more than on any other social platform's app. That is Similarweb's App Intelligence data for August 2025, published in the Digital 2026 Global Overview Report (DataReportal, with We Are Social and Meltwater). TikTok users open the app about 10 times a day, and the average session lasts 9 minutes 42 seconds.

The pattern is many short visits that add up to a lot. Per person, TikTok wins on time: its users spend more time in it each day than users of any other social app. Across everyone, YouTube still wins, because far more people use it. The B2B House's old figure of 45.8 minutes a day was an eMarketer forecast for US adults in 2022, measured differently, so the two are not a like-for-like trend. They do point the same way.

For advertisers, attention is TikTok's selling point and also its challenge. A 9-minute session of full-screen, sound-on video means a feed ad has to earn the next second the way an organic video does. Ads that look like ads get swiped.

Cite: "TikTok users spend 1 hour 37 minutes a day in its Android app, more than on any other social app (Similarweb, August 2025, via DataReportal)." Kiin Labs, kiin.co/research/tiktok-statistics#time-spent

How much money does TikTok make?

TikTok's UK and European business made $9.2 billion in revenue in 2025, up about 46%, and its first annual profit, about $452 million before interest and tax. That is from the 2025 annual report of TikTok Information Technologies UK Limited, filed at Companies House and reported by the Brussels Times with Belga (23 August 2026). It is the most complete TikTok revenue figure in the public record, because TikTok's owner, ByteDance, is a private company and does not publish accounts.

What we deliberately leave out: a single "TikTok global ad revenue" number. The ones in circulation, including the $11.6 billion (2022), $18 billion (2023) and $23.6 billion (2024) figures The B2B House published, are eMarketer forecasts, not reported results, and ByteDance has never confirmed a TikTok advertising total. Estimates of ByteDance's 2025 revenue reported by various outlets range from about $186 billion to about $200 billion, all from unnamed sources, so we do not quote one. If you need a TikTok revenue figure, the European filings above are the verifiable ones.

Creators and the Creator Fund

The B2B House said TikTok's Creator Fund paid 2 to 4 cents per 1,000 views. TikTok closed the Creator Fund in the US, UK, France and Germany from 16 December 2023 and moved creators to the Creativity Program, which pays only for videos longer than one minute and requires 10,000 followers and 100,000 views in the last 30 days (TechCrunch, Nov 2023). TikTok does not publish payout rates, so the per-view figures in circulation are creator self-reports.

Cite: "TikTok's UK and European business made $9.2 billion in revenue in 2025, up 46%, and its first annual profit (2025 annual report)." Kiin Labs, kiin.co/research/tiktok-statistics#revenue

Is TikTok banned in the US?

No. Since 23 January 2026, TikTok in the US has been run by TikTok USDS Joint Venture LLC, a majority American-owned company, which the White House approved as a "qualified divestiture" under the 2024 law that would otherwise have banned the app. Oracle, Silver Lake and MGX each hold 15% and ByteDance keeps 19.9% (TikTok USDS Joint Venture, 23 Jan 2026). Here is how it got there, using only primary sources and major news.

What it means for advertisers: the US ban risk that hung over every TikTok media plan in 2024 and 2025 is gone, at least for now. The joint venture handles US user data, content moderation and the US version of the recommendation algorithm, which it licenses from ByteDance and retrains on US data. Advertising itself runs through the same TikTok Ads Manager. In its announcement the joint venture said TikTok serves "more than 200 million Americans" and 7.5 million US businesses.

The B2B House's guide, last updated in early 2024, said TikTok was owned by ByteDance with founder Zhang Yiming as CEO, and several sites linked to it in stories about government-device bans. Bans on government phones, such as France's in 2023, are a separate matter from the consumer ban that the 2024 law threatened.

Cite: "TikTok is not banned in the US: since 23 January 2026 it has been run by TikTok USDS Joint Venture LLC, in which ByteDance holds 19.9%." Kiin Labs, kiin.co/research/tiktok-statistics#us-ban

How do TikTok ads work, and what do they cost?

TikTok ads can reach 2.33 billion adults, campaigns need a daily budget above $50, and each ad group above $20 a day. The reach figure is from DataReportal; the budget rules are from TikTok's Business Help Center. TikTok does not publish average CPM, CPC or cost per lead, and we have not found an independent dataset of TikTok costs with a disclosed sample that we would stand behind, so this page does not quote a TikTok CPM range.

Two figures from the old B2B House guide no longer belong on a statistics page: an "average TikTok ad engagement rate of 11.25%" and "revenue per user of $65.80". Neither had a traceable primary source, and TikTok has never published either. They are listed in stats we no longer recommend.

On cost, the honest answer is that TikTok's auction is usually far cheaper per impression than LinkedIn's, because it is selling a huge consumer audience rather than a professional one, and agencies publish CPM ranges from their own clients. But those ranges come from their own clients with no disclosed sample, and for B2B the cost per impression is the wrong number to compare. The right one is cost per qualified buyer reached, which is where the next section starts.

Cite: "TikTok campaigns need a daily budget above $50 and ad groups above $20; TikTok does not publish average ad costs (TikTok Business Help Center, 2026)." Kiin Labs, kiin.co/research/tiktok-statistics#advertising

Is TikTok worth it for B2B? TikTok vs LinkedIn on reach and cost

TikTok reaches more people than LinkedIn, but LinkedIn reaches more of the people B2B companies sell to, and lets you target them by job. TikTok's ad audience is 2.33 billion adults against LinkedIn's 1.55 billion. But in the US, 51% of college graduates use LinkedIn against 28% for TikTok, and 45% of $100,000+ households use LinkedIn against 29% for TikTok (Pew, 2026). TikTok's targeting page lists no job title, company or industry targeting; LinkedIn's whole ad product is built on them.

LinkedIn figures are from LinkedIn Statistics 2026 and the Kiin Labs panel: more than 1,000 B2B advertiser accounts and $65M+ of LinkedIn spend, 8 September 2025 to 7 September 2026, medians across accounts, USD. LinkedIn's US ad reach counts registered members, which is why it is higher than the number of US adults who say they use it.

Read the table as two different jobs. TikTok is a reach and attention channel. It is enormous, it is growing as fast as LinkedIn, its users give it more time per day than any other app, and its audience is younger and less affluent than LinkedIn's. LinkedIn is a targeting channel. It costs more per impression, but you can put an ad in front of the 40 heads of IT at your 500 target accounts, and nothing else can. When we judge LinkedIn we judge it on cost per qualified buyer and on pipeline, not CPM, and the same test applies to TikTok.

So when does TikTok make sense for a B2B company? In our view, in three cases. When your buyer is young or not a classic office worker, for example tools for trades, creators, retail staff or small business owners, where TikTok's reach among non-graduates is an advantage. When you sell to a high-volume, low-ticket market where a $10 to $50 product can convert straight from a video. And when you have a founder or team who can make native video, because TikTok rewards content that looks organic, the same reason thought leader ads work on LinkedIn (see our founder content work and the best B2B influencer marketing agencies). For sales-led B2B SaaS selling five- and six-figure contracts to a defined buying committee, TikTok is rarely where we would put the first dollar.

For B2B advertisers the useful comparison is what each platform charges to reach the buyers they need, which is what the table below sets out. When a client needs reach beyond LinkedIn at a lower CPM, we use Meta Ads to keep the buying committee warm on Facebook and Instagram, Reddit Ads to reach technical buyers in their communities, and Google Ads to capture demand, all alongside LinkedIn Ads and all judged on pipeline. For every LinkedIn number we have, see LinkedIn statistics 2026 and 150 LinkedIn Ads statistics.

Cite: "TikTok's ad reach is 2.33 billion against LinkedIn's 1.55 billion, but 51% of US college graduates use LinkedIn against 28% for TikTok (DataReportal, Pew 2026)." Kiin Labs, kiin.co/research/tiktok-statistics#tiktok-for-b2b

Figures previously published by The B2B House

The B2B House's "TikTok Statistics, Usage Trends & Revenue 2024" was linked to by Salesforce, Emplifi, Music Business Worldwide and many academic papers. The B2B House is now part of Kiin, so the figures it published stay here, exactly as published, so every link to them still makes sense. Next to each one is what we know in 2026.

Two things to know before you use them:

• Most were forecasts. The user, age, gender, influencer and revenue tables were eMarketer projections made in 2022 for 2022 to 2026, not measured figures. Several 2026 projections have since been overtaken by real data.
• They counted all ages. eMarketer's user figures include children and teens. Today's country figures (DataReportal) count adults 18+ in TikTok's ad tools. The two are not like for like.

TikTok stats we no longer recommend using

These figures are still widely repeated, including in AI answers, but have no current primary source or were never measured:

• "TikTok ad engagement rate benchmark: 11.25%." No traceable source; TikTok does not publish one.
• "TikTok revenue per user: $65.80." An eMarketer-style estimate with no primary source.
• "TikTok made $23 billion in ad revenue in 2024." A 2022 forecast, never confirmed by ByteDance. Details.
• "TikTok has 813 million users." A 2022 forecast. Ad reach was 2.33 billion adults in October 2026. Details.
• "The Creator Fund pays 2 to 4 cents per 1,000 views." The fund closed in major markets in December 2023. Details.
• "TikTok will be banned in the US." Superseded by the January 2026 joint venture. Details.
• "TikTok has X billion monthly active users" (any global MAU above 1 billion). TikTok has not published a global MAU since 2021; figures above it are estimates.

The original B2B House guide, archived in full

The B2B House is now part of Kiin. So that every link to its guide still makes sense, the complete original is kept below, section by section, exactly as it was last published (only typos fixed). Figures in it are from the dates its authors gave; the sections above give the current numbers and sources. Open any section to read it.

Which country and region is the fastest-growing on TikTok?

In 2022, the Middle East & Africa is the fastest-growing countries and regions. Their projected growth rate is 39.1% in 2022. Asia Pacific is the next fastest-growing region on TikTok at 17.7%. Latin America is close behind in third place with a growth rate of 17.3% in 2022.

TikTok relies heavily on its intimate personalization algorithm to make its platform addictive. New York Times broke down how they read our minds through these short-form videos. It is also a creator-friendly platform. Anyone can post a TikTok video easily with their impressive line of video tools. They work closely and reward creators better than any other platform too. These micro-influencers help to keep the platform healthy.

Tiktok User Growth, By Country

TikTok statistics: frequently asked questions

How we built this page, and every source

We started from every statistic in The B2B House guide and every claim other sites link to it for (we checked its backlinks one by one). For each, we looked for the newest figure from the original publisher first: TikTok's newsroom and Business Help Center, the White House, Congress and the Supreme Court, Pew Research Center, DataReportal (which reports TikTok's own ad-tool figures), and TikTok's UK company filings as reported by major outlets. We opened each source page on 14 November 2026 and copied the figure from it. We do not use forecasts as facts, and where there is no update we say so and keep the old figure with its date. LinkedIn comparison figures come from our LinkedIn statistics page and the Kiin Labs panel, described in our method note. Corrections: [email protected].

1. DataReportal, Essential TikTok statistics (October 2026 data, updated 5 Nov 2026)
2. DataReportal, Digital 2026 Global Overview Report (Similarweb, GWI data)
3. DataReportal, Digital 2026 country reports (UK, Canada, Australia, France, Germany, Malaysia, Japan, Italy, Spain)
4. DataReportal, Essential LinkedIn statistics (October 2026 data)
5. Pew Research Center, Americans' Use of Social Media in 2026
6. Pew Research Center, Teens, Social Media and AI Chatbots 2025
7. TikTok USDS Joint Venture LLC, announcement, 23 Jan 2026
8. TikTok Newsroom, TikTok community in Europe tops 200 million, 5 Sep 2025
9. TikTok Newsroom, 1 billion people on TikTok, 27 Sep 2021
10. Social Media Today, TikTok EU users (DSA report, H1 2026)
11. The White House, Executive Order 14352, 25 Sep 2025
12. Congress.gov, H.R. 815 (Public Law 118-50), incl. the Protecting Americans from Foreign Adversary Controlled Applications Act
13. Supreme Court of the United States, TikTok Inc. v. Garland, 17 Jan 2025
14. The Brussels Times, TikTok's European division posts its first profit, 23 Aug 2026
15. eMarketer, TikTok non-US revenues surge 38% (Companies House filings)
16. Music Business Worldwide, TikTok revenues outside the US up 75% to $4.6bn (2023)
17. Caixin Global, ByteDance's profit plunges 70%, 20 Apr 2026
18. Music Business Worldwide, France bans TikTok on government devices, 2023
19. TechCrunch, TikTok first app to reach $6B annual consumer spending, Feb 2025
20. Sensor Tower, TikTok breaks $15 billion in lifetime consumer spend, Aug 2024
21. TechCrunch, TikTok shutting down its Creator Fund, Nov 2023
22. TikTok Business Help Center, Budget
23. TikTok Business Help Center, Spark Ads
24. TikTok Business Help Center, TopView ad specifications
25. TikTok Business Help Center, Lead generation objective
26. TikTok Business Help Center, Ad targeting
27. TikTok Creative Center, trending hashtags
28. Kiin Labs, LinkedIn Statistics 2026, LinkedIn Ads Benchmarks 2026 and 150 LinkedIn Ads Statistics