TikTok has been making headlines for its slowing growth, but recent reports show that the app is actually gaining more users in the European Union. The latest EU usage numbers reveal that TikTok‘s user base in Europe is steadily increasing, despite challenges faced in other regions. As per the EU Digital Services Act, large online platforms are required to share their active user counts every six months to provide transparency and oversight. TikTok recently shared that it had 150 million monthly active users in the EU between February and July this year, a significant increase from the previous year.
With uncertainties surrounding TikTok’s future in the U.S. due to a potential sell-off bill, Europe has become a crucial market for the app. TikTok’s Chinese ownership is battling the U.S. bill in court, but the outcome may result in the app being sold to a U.S. company or banned in the country. This anticipated loss of around 170 million U.S. users underscores the importance of the EU market for TikTok. In response, TikTok has been implementing new initiatives in the region, such as enhanced in-stream shopping features and incentives for creators.
TikTok boasts a total of one billion active users worldwide, with distinct user distribution across different regions. The app’s main usage markets currently include 170 million users in the U.S., 150 million users in Europe, 130 million users in Indonesia, 100 million users in Brazil, 77 million in Mexico, and 70 million in Vietnam. These key regions collectively comprise over half of TikTok’s global audience and represent significant growth opportunities for the platform.
The impending challenges in the U.S. market have prompted TikTok to diversify its focus and explore growth opportunities in other regions. The app’s continued ban in India further underscores the need for strategic expansion into new markets. While the loss of the U.S. user base will undoubtedly impact TikTok, the platform is actively seeking to mitigate this impact by strengthening its presence in regions like Europe. By leveraging its growing user base in the EU, TikTok aims to offset potential losses and maintain its global relevance.
Despite the uncertainty surrounding TikTok’s future in the U.S., the app’s positive growth trajectory in Europe offers a glimmer of hope. As TikTok continues to expand its user base and introduce new features tailored to the EU market, the platform is poised to deepen its engagement with European audiences. Moving forward, TikTok is expected to ramp up efforts to enhance its presence in the EU, capitalizing on the region’s steady user growth and evolving digital landscape.