# TikTok Statistics 2026: Global & UK Insights for Marketers

> Discover essential TikTok statistics for 2026. Understand how Brits engage with TikTok and what it means for your brand.

Source: https://ourownbrand.co/tiktok-statistics-global-uk-insights-for-marketers  
Published: 2026-02-02  
Updated: 2026-10-07  
Author: Sarah Fulford-Williams

## Key takeaways

- TikTok can reach 26.8 million UK adults with ads, 48.4% of everyone aged 18 and over (DataReportal, Digital 2026 UK, October 2025 data).
- UK ad reach grew 12.5% in a year, adding almost 3 million adults (DataReportal).
- 27.3 million UK adults visited TikTok in May 2025, 56% of adults online and up 14% on the year (Ofcom, Online Nation 2025).
- The average adult visitor spends 28 minutes a day on TikTok. For 18 to 34s it’s 49 minutes (Ofcom, May 2025).
- It isn’t only a young person’s app now: just 39% of UK adult visitors are aged 18 to 34 (Ofcom, Online Nation 2025).
- Our take: TikTok in the UK is a mainstream adult channel, not a youth one. Brief it like TV for people who skip ads, and let creators do the talking.

## Introduction

TikTok’s meteoric rise from a lip‑syncing app to a global entertainment and commerce powerhouse has redefined social media. The platform sits alongside Facebook, YouTube and Instagram as one of the world’s most‑used social networks. It boasts over a billion monthly active users and commands more attention per user than any other app. In the UK, TikTok is now a household name with nearly half the adult population watching or creating short‑form videos. As attention shifts toward vertical video and shopping within apps, marketers need to understand TikTok’s scale, demographics and cultural impact. This article unpacks the latest global and UK statistics to help you craft a forward‑thinking TikTok strategy.

## Global TikTok Statistics

TikTok’s global footprint has expanded rapidly since its international launch in 2017. TikTok doesn’t publish user numbers, but Business of Apps estimates it reached **1.6 billion monthly active users in 2024** ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=,downloaded%20over%20five%20billion%20times)), up from 133 million in 2018 ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=Year%20Revenue%20%28%24bn%29%202018%200,1%202024%2023)). Forecasts suggest TikTok could surpass 2 billion users before the decade ends ([sproutsocial.com](https://sproutsocial.com/insights/tiktok-stats/#:~:text=It%E2%80%99s%20an%20understatement%20to%20say,35%20billion%20users%20by%202029)). By comparison, Douyin – the Chinese version of TikTok – recorded **766 million daily active users** ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=Douyin%20Users)).

TikTok’s revenue reflects its astronomical growth. The platform generated **$23 billion in 2024**, a **42.8% year‑on‑year increase** ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=,the%20largest%20region%20for%20users)). Around **77% of this revenue comes from advertising** ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=,the%20largest%20region%20for%20users)) as brands flock to sponsored posts, in‑feed ads and shoppable livestreams. Downloads also remain strong: TikTok was **the most downloaded app in 2024** with 773 million downloads and has exceeded **5 billion total downloads** ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=TikTok%20Downloads)).

**Global Demographic & Usage Patterns**

- **Young audience:** The largest cohort of TikTok’s worldwide audience is aged **18–24** (30.2 %), followed by users **25–34** (23.3 %) ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=A%20majority%20of%20TikTok%20users,20%20and%2020%20years%20old)). Teens aged 13–17 make up around 21 % ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=A%20majority%20of%20TikTok%20users,20%20and%2020%20years%20old)).
- **Gender distribution:** TikTok’s global user base skews slightly female – **51.6 % women versus 48.4 % men** ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=TikTok%20Gender%20Demographics)).
- **Time spent:** US users spend more than **25 hours per month** on TikTok ([sproutsocial.com](https://sproutsocial.com/insights/tiktok-stats/#:~:text=7,hours%20on%20TikTok%20per%20month)), and the platform averages **16,000 video uploads per minute** ([sproutsocial.com](https://sproutsocial.com/insights/tiktok-stats/#:~:text=5,uploaded%20every%20minute)).
- **Engagement with brands:** More than **54 % of TikTok users engage with brand content daily** ([sproutsocial.com](https://sproutsocial.com/insights/tiktok-stats/#:~:text=7.%2054,TikTok%20engage%20with%20brands%20daily)), and 37 % use the app to keep up with trends and cultural moments ([sproutsocial.com](https://sproutsocial.com/insights/tiktok-stats/#:~:text=8.%2037,with%20trends%20and%20cultural%20moments)).

**Global Marketing & Monestisation**

TikTok’s dominance is reshaping digital advertising. Only **28 % of marketers currently use TikTok** ([sproutsocial.com](https://sproutsocial.com/insights/tiktok-stats/#:~:text=12.%2028,using%20TikTok)), suggesting significant room for growth. Advertising revenue reached **$23 billion in 2024** ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=,the%20largest%20region%20for%20users)) and is projected to climb toward $30 billion by the mid‑2020s. ByteDance’s overall revenue (including Douyin) totalled **$73 billion in the first half of 2024** ([sproutsocial.com](https://sproutsocial.com/insights/tiktok-stats/#:~:text=13,the%20first%20half%20of%202024)), underscoring the platform’s commercial power.

## TikTok User Demographics UK

**Audience size**

TikTok’s popularity in the UK keeps climbing. DataReportal puts its UK ad reach at **26.8 million adults in October 2025**, 48.4% of everyone aged 18 and over and up 12.5% in a year ([datareportal.com](https://datareportal.com/reports/digital-2026-united-kingdom), Digital 2026 UK). Ofcom, which measures actual visits, counted **27.3 million adult visitors in May 2025**, 56% of adults online and up 14% ([ofcom.org.uk](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2025/online-nations-report-2025.pdf), Online Nation 2025). Both sources put TikTok well ahead of X and Snapchat in the UK.

**Engagement and time spent**

UK TikTok users are heavily engaged, especially younger ones. Ofcom found adult visitors spent **28 minutes a day** on TikTok in May 2025, rising to **49 minutes for 18 to 34s**, and daily visitors jumped 37% in a year to 10.4 million ([ofcom.org.uk](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2025/online-nations-report-2025.pdf)). A We Are Social and Meltwater study measured active users of TikTok’s Android app at 49 hours and 29 minutes a month ([uk.themedialeader.com](https://uk.themedialeader.com/uk-social-media-users-spend-the-most-time-on-tiktok/#:~:text=TikTok%20is%20far%20and%20away,the%20platform%20among%20UK%20users)). Children are heavy users too: UK children spend **1 hour 54 minutes per day** on TikTok ([talkwalker.com](https://www.talkwalker.com/blog/social-media-statistics-in-the-uk#:~:text=38,used%20platform)).

**Commercial behaviour and brand interaction**

TikTok has become a hub for social commerce in Britain. Talkwalker’s 2025 UK report reveals that **1.5 million UK businesses** use the platform to promote their products or services ([talkwalker.com](https://www.talkwalker.com/blog/social-media-statistics-in-the-uk#:~:text=34,the%20UK%20in%20early%202025)). Consumers are receptive: **52% of weekly TikTok users** are interested in buying products directly through the app ([talkwalker.com](https://www.talkwalker.com/blog/social-media-statistics-in-the-uk#:~:text=36,in%20the%20next%203%20months)). Moreover, **three in five TikTok users follow brand accounts** because they enjoy feeling part of a community ([talkwalker.com](https://www.talkwalker.com/blog/social-media-statistics-in-the-uk#:~:text=37,part%20of%20the%20brand%27s%20community)). The platform’s interactive nature – comments, duets and live shopping – makes it ideal for fostering loyalty and driving conversions.

**Demographic profile**

TikTok started as a Gen Z playground, but its UK audience has grown up. Ofcom found that **only 39% of adult visitors are aged 18 to 34**, so most of TikTok’s UK adult audience is now over 35 ([ofcom.org.uk](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2025/online-nations-report-2025.pdf)). Younger users still dominate time spent. The UK ad audience skews female: 61.5% women against 38.5% men ([datareportal.com](https://datareportal.com/reports/digital-2026-united-kingdom)).

## TikTok User Demographics & Audience Profile (2025–2026)

TikTok is one part of a much bigger picture. Our guide to [UK social media statistics](https://ourownbrand.co/social-media-statistics-uk) tracks usage, demographics and adspend across every major platform.

## TikTok Usage, Engagement, Advertising & Commerce Stats (2025–2026)

## Why TikTok Matters For UK Marketers

### Reach & attention

TikTok has become a cultural phenomenon in the UK. With **26.8 million adults** in its UK ad audience ([datareportal.com](https://datareportal.com/reports/digital-2026-united-kingdom)) and 18 to 34s spending 49 minutes a day on it ([ofcom.org.uk](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2025/online-nations-report-2025.pdf)), TikTok offers serious access to the attention of Gen Z and younger Millennials. Its algorithm surfaces content based on interests rather than follower count, giving brands an opportunity to reach large audiences organically.

### Social commerce & conversion

The platform’s commerce features – including TikTok Shop, in‑feed product links and live‑shopping events—are resonating with Brits. With **over half of weekly users interested in shopping** ([talkwalker.com](https://www.talkwalker.com/blog/social-media-statistics-in-the-uk#:~:text=36,in%20the%20next%203%20months)), TikTok is not just a discovery tool but a direct sales channel. Early adopters report improved return on ad spend compared with other platforms.

### Community & authenticity

TikTok thrives on community‑driven interactions. **Three in five users follow brand accounts** for a sense of belonging ([talkwalker.com](https://www.talkwalker.com/blog/social-media-statistics-in-the-uk#:~:text=37,part%20of%20the%20brand%27s%20community)). Brands that co‑create with fans, embrace user‑generated content and tap into trending sounds build deeper connections. Avoid overt sales messages; instead, offer educational or entertaining value.

### Regulation & trust

As TikTok’s influence grows, so do questions about data privacy, algorithmic transparency and content safety. The EU’s Digital Services Act investigated TikTok in 2024 for potential issues around addictive design ([uk.themedialeader.com](https://uk.themedialeader.com/uk-social-media-users-spend-the-most-time-on-tiktok/#:~:text=This%20week%2C%20the%20European%20Commission,for%20the%20probe%20is%20concern)). Brands should stay informed about regulatory changes and prioritise ethical practices, especially when targeting younger users.

## ✨ OOB’s Thoughts ✨

TikTok has changed the game. We’ve gone from polished content to raw and real. If we look back to pre-pandemic TikTok, the app is almost unrecognisable. But when the Charlie D’Amelio dance era died, TikTok didn’t go down with it. Instead, TikTok’s content diversified, and you can pretty much discover any subcommunity niche under the sun. The doomscroll rabbithole is an easy place to get lost in, and with an algorithm that’s a bit *too* obsessed with getting to know you, who can really tell if we’re all at home watching ASMR woodland cooking videos, or if that’s just you? In 2026, we expect to see feeds get weirder, forcing brands to become funnier and more creative.

## Conclusion

TikTok’s rapid ascent shows no signs of slowing. Globally, estimates put it past 1.6 billion monthly users ([businessofapps.com](https://www.businessofapps.com/data/tik-tok-statistics/)). In the UK, 26.8 million adults are in its ad audience ([datareportal.com](https://datareportal.com/reports/digital-2026-united-kingdom)) and 27.3 million visited in May 2025 ([ofcom.org.uk](https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2025/online-nations-report-2025.pdf)). Its mix of entertainment, community and commerce gives brands real room to reach, engage and convert. To succeed, marketers must embrace authentic storytelling, use social commerce tools and stay attuned to evolving regulations, and consider partnering with a [video marketing agency](https://ourownbrand.co/video-marketing-agency) that understands native content consistently outperforms repurposed ad creative on these benchmarks.

*Need a partner to help your business win on TikTok?* 
 Explore our social media marketing services 💫

## FAQs

### How many people use TikTok worldwide in 2026?

TikTok doesn’t publish an official global figure. The most-quoted estimate is 1.6 billion monthly active users in 2024 (businessofapps.com), with forecasts of 2 billion by 2029 (sproutsocial.com). In the UK, 26.8 million adults can be reached with TikTok ads (DataReportal, Digital 2026 UK).

### How many TikTok users are there in the UK?

DataReportal puts TikTok’s UK ad reach at 26.8 million adults aged 18+ in October 2025, 48.4% of adults (Digital 2026 UK). Ofcom counted 27.3 million adult visitors in May 2025, 56% of adults online (Online Nation 2025). Neither figure includes under-18s.

### How much time do UK users spend on TikTok?

Ofcom puts it at 28 minutes a day for the average adult visitor in May 2025, and 49 minutes for 18 to 34s (Online Nation 2025). Active users of TikTok’s Android app log far more: 49 hours and 29 minutes a month, according to We Are Social and Meltwater (uk.themedialeader.com).

### What percentage of UK TikTok users are interested in shopping?

Over 52% of weekly UK TikTok users say they’re interested in shopping on or from TikTok within the next three months (talkwalker.com).

### How many UK businesses are on TikTok?

Approximately 1.5 million UK businesses use TikTok to promote their products or services (talkwalker.com). This figure is expected to rise as more marketers recognise TikTok’s commerce potential.

### What share of TikTok’s revenue comes from advertising?

TikTok generated $23 billion in revenue in 2024, 77 % of which came from advertising (businessofapps.com). The rest came from commerce and in‑app purchases.

### How much do TikTok creators get paid?

TikTok launched a $1B Creator Fund to pay creators; on average TikTok pays about $0.02–$0.04 per 1,000 views (≈$20–$40 per million views) via this fund, so creators rely heavily on brand deals for income.

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Our Own Brand (OOB) is a social-first creative agency in London, founded in 2018: social, creative, influencer, brand and paid social for 200+ brands. Two UK Social Media Awards 2026 wins. Brief us: https://ourownbrand.co/contact · hello@ourownbrand.co · More for agents: https://ourownbrand.co/agents.md