TikTok has become firmly established in Europe as a platform for entertainment, a space for discovery, and a tool for businesses. In fact, that the social network has just reached a historic milestone: over 200 million users in Europe access the application each month.
This figure corresponds to users from 32 countries: Germany, Austria, Belgium, Bulgaria, Cyprus, Croatia, Denmark, Slovakia, Slovenia, Spain, Estonia, Finland, France, Greece, Hungary, Ireland, Iceland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Norway, the Netherlands, Poland, Portugal, the United Kingdom, the Czech Republic, Romania, Sweden, and Switzerland.
This growth represents a significant increase compared to the 175 million recorded in the previous year and, according to the Chinese social network, it approaches“a third of the population of the continent across the EEA and UK.”
Marlene Masure, General Manager of Content Operations for EMEA, stated: “Our European community goes from strength to strength, with more than 200 million people now regularly coming to TikTok to be entertained, learn new hobbies or skills and make a living.
As our community grows, so does the economic, cultural and societal impact that TikTok adds to Europe’s rich ecosystem. From bringing the arts to new audiences, to inspiring a new generation of readers and seeing small businesses flourish and create growth and jobs, TikTok has helped contribute positively to so many stories.
On TikTok, ideas have turned into careers, passions into viable businesses, niche interests into thriving communities, and I want to thank the more than 200 million people that make TikTok what it is today across Europe.”
The steadily growing monthly user base of TikTok demonstrates that the social network has become a key element of the European ecosystem. Whether it is to discover a new hobby, find inspiration, or advance a business, the platform’s community is in continuous expansion. But what does this milestone really mean in terms of impact?
TikTok affirms that, at present, millions of businesses—be they large enterprises, small and medium-sized companies, or self-employed entrepreneurs—use its platform to reach their audience. Specifically, its recommendation system plays a critical role in this.
Its power is not simply theoretical; a study by Oxford Economics revealed that the activities of SMEs on TikTok contributed 4.8 billion euros to the economies of Germany, France, Italy, the Netherlands, and Belgium, and supported more than 51,000 jobs.
TikTok has also become a space for cultural connection. The platform is an official partner of major events such as the Festival de Cannes, extending its reach and bringing cinematic talent to a global audience.
In the field of sports, it has supported iconic events such as the Tour de France and Six Nations Rugby, offering fans a unique behind-the-scenes perspective. Even teams like the German national football team during the Euro 2024 contest or TeamGB and ParalympicsGB at the Paris Olympics have used the app to connect with their followers.
Moreover, renowned cultural institutions such as the Royal Shakespeare Company and the Uffizi Gallery have found in TikTok a new channel to bring art to new audiences, demonstrating that the classical and the modern can coexist perfectly.
The #BookTok phenomenon has encouraged reading among a new generation of readers. According to the UK Publishers Association, 59% of young people between the ages of 16 and 25 have discovered their passion for reading thanks to this community. The platform has reinforced this commitment by partnering with prestigious literary events such as the Frankfurt and Turin Bookfairs, the Hay Festival in the United Kingdom, and the Boekenbal in the Netherlands.
Furthermore, with the objective of promoting learning, TikTok has launched a dedicated feed for content in Science, Technology, Engineering, and Mathematics (STEM). This educational space is visited by 25% of teenagers worldwide each week, encouraging interest in these fields.
TikTok is becoming increasingly relevant as a platform for political and social discourse, as reflected in the growing number of politicians and governmental organizations opening profiles on the platform. From French President Emmanuel Macron (@emmanuelmacron), to German Chancellor Friedrich Merz (@merzcdu), the President of the European Parliament (@metsola.roberta), and the UK Government (@ukgov).
For the Chinese social network, achieving such significant user volumes in Europe represents a double triumph. The reason is that TikTok needs to become as strong as possible in all its markets in the face of the possibility of ultimately being banned in the United States.
Currently, the United States is TikTok’s most important individual market as it alone accounts for 170 million users. In addition, the North American country is one of the company’s main sources of revenue.
The withdrawal of TikTok from the United States has been postponed on several occasions, with the latest extension granted in June. This delayed the social network’s ban by another 90 days while the government and TikTok negotiate an agreement.
Photo: Gemini and Canva
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