TikTok Marketing Statistics 2026
TikTok generated $33.1 billion in advertising revenue during 2025, marking a 40.5% increase from the previous year. The platform reached 1.59 billion monthly active users globally, with TikTok Shop projected to surpass $66 billion in gross merchandise value. With the lowest CPM rates among major social platforms at $7.03 and engagement rates averaging 2.65%, TikTok represents the fastest-growing digital advertising channel for brands and marketers.
TikTok Marketing Key Statistics
- TikTok Marketing platforms reached 1.59 billion monthly active users globally in 2025, representing 16.1% growth year-over-year.
- Advertising revenue hit $33.1 billion in 2025, with TikTok Marketing capturing 12% of the total US social advertising market.
- TikTok Marketing engagement rates average 2.65%, the highest among all social media platforms as of 2025.
- TikTok Shop recorded $33.2 billion in global GMV during 2024, with projections reaching $66.2 billion for 2025.
- The 25-34 age demographic represents 34% of TikTok Marketing platform usage, surpassing the 18-24 age group as the largest user segment.
TikTok Marketing User Growth and Platform Scale
Global monthly active users increased from 1.37 billion in 2024 to 1.59 billion in 2025. US active users grew from 150 million to 170 million during the same period.
Users open the app over 15 times daily and spend an average of 58 minutes on the platform. Daily time spent remained stable year-over-year despite the platform’s continued expansion.
| Metric | 2024 | 2025 | Growth Rate |
|---|---|---|---|
| Global Monthly Active Users | 1.37 billion | 1.59 billion | +16.1% |
| US Active Users | 150 million | 170 million | +13.3% |
| Daily App Opens | 15+ times | 15+ times | Stable |
| Average Daily Time | 58 minutes | 58 minutes | Stable |
TikTok Marketing Demographics
The 25-34 age group now represents the largest segment at 34% of platform usage, overtaking the 18-24 demographic. This shift expands targeting opportunities for brands focused on consumers with higher purchasing power.
The 18-24 age bracket accounts for 30.7% of US users and 409.1 million globally. Users aged 35 and above represent 32.9% of the platform, marking significant growth in older demographics.
Gender distribution maintains near parity, with 52% female and 48% male users globally. The 55-64 age segment reached 14% of users, establishing itself as an emerging advertiser audience.
TikTok Marketing Revenue Performance
Global advertising revenue climbed from $23.6 billion in 2024 to $33.1 billion in 2025. US advertising revenue reached $11.01 billion, representing a 5.7% increase.
The platform now captures 12% of the total US social advertising market and 4.2% of the overall US digital ad market. ByteDance generated $73 billion in revenue during the first half of 2024, approaching Meta’s $75.5 billion for the same period.
Revenue per US user is projected to reach $130.31 in 2026, marking a 34.7% increase from current levels. Global ad reach expanded to 1.59 billion users, a 51.4% jump from the previous year.
TikTok Marketing Ad Performance Benchmarks
Average CPM rates recorded $7.03 in Q1 2025, approximately 44% lower than Meta’s $12.53. The platform delivered an average CPC of $1.20, below Instagram’s benchmarks.
Click-through rates averaged 0.84% across campaigns, with conversion rates ranging from 1.1% to 2.4% depending on industry vertical. Video ads generated 15% higher engagement compared to static content.
| Performance Metric | TikTok Average | Comparison |
|---|---|---|
| CPM (Q1 2025) | $7.03 | 44% lower than Meta |
| CPC | $1.20 | Below Instagram |
| CTR | 0.84% | Industry competitive |
| Conversion Rate | 1.1% – 2.4% | Varies by vertical |
TikTok Marketing Engagement Metrics
Platform-wide engagement rates average 2.65%, maintaining the highest performance across all social media channels. Per-post engagement rates hover at 2.5% based on follower counts.
US influencer content achieves 10% engagement rates, while educational content records 9.5%. Sports and fitness influencers lead all categories with 18.36% engagement.
Affiliate links generate a 5.2% engagement rate on TikTok, 160% higher than Instagram performance. Food and drink content achieves 6-8% engagement, following educational content as a top-performing category.
Brands partnering with creators achieve 26% higher brand favorability and 193% improvement in view-through rates. Additionally, 41% of viewers report increased brand trust after ad exposure.
TikTok Marketing Commerce and Shopping
TikTok Shop recorded $33.2 billion in global GMV during 2024, representing 200% annual growth from 2023’s $11 billion. Projections indicate GMV will reach $66.2 billion in 2025.
The US market contributed $9 billion in the platform’s first full year of operation. Monthly sales consistently exceeded $1 billion since mid-2024, with H1 2025 reaching $5.8 billion.
Active US sellers increased from 398,000 to 475,000, while global merchants maintained 15 million active accounts. Black Friday 2024 sales hit $100 million, marking 3x growth versus 2023.
TikTok Marketing Regional Performance
Southeast Asia generated $38.2 billion in GMV, representing 95% of global sales volume. Indonesia leads by shop count with 515,000 sellers and $6 billion in H1 2025 GMV.
Thailand recorded $4.6 billion in GMV, achieving the highest GMV share globally. Vietnam contributed $3.4 billion, accounting for 20.79% of worldwide transactions.
| Region | H1 2025 GMV | Key Metric |
|---|---|---|
| Indonesia | $6 billion | 515,000 sellers |
| United States | $5.8 billion | $30 avg order value |
| Thailand | $4.6 billion | Highest GMV share |
| Vietnam | $3.4 billion | 20.79% of global GMV |
The US market demonstrates higher monetization with average order values of $30 compared to Indonesia’s $5. US TikTok Shop achieved 91% year-over-year growth in H1 2025.
TikTok Marketing Consumer Behavior
92% of users take action after viewing videos on the platform, the highest action rate among social media channels. 49% of users made purchases directly attributed to platform discovery.
45.5% of US users expect to complete purchases in 2025, leading all social platforms. 71.2% of users shop based on feed-inspired content, while 55% report making impulse purchases.
Approximately 58% of TikTok users have made purchases through TikTok Shop. Repeat purchase rates reached 81.3%, with repeat customers generating the majority of shop sales.
TikTok Marketing Influencer Performance
Influencer marketing spend reached $2.35 billion in 2025, representing 87.4% growth from 2024’s $1.25 billion. The Creator Affiliate Program maintains over 100,000 active participants.
Micro-influencers with up to 50,000 followers achieve 30.1% engagement rates on affiliate links, representing 1,570% higher performance than Instagram creators.
Creator ads deliver 26% brand favorability lift and 27% ad recall improvement. View-through rates show 193% uplift when brands partner with content creators.
FAQ
How many users does TikTok Marketing reach in 2025?
TikTok reached 1.59 billion monthly active users globally in 2025, with 170 million active users in the United States. Users open the app over 15 times daily and spend an average of 58 minutes on the platform.
What is TikTok Marketing revenue in 2025?
TikTok generated $33.1 billion in global advertising revenue in 2025, marking a 40.5% increase year-over-year. US advertising revenue reached $11.01 billion, with the platform capturing 12% of the US social advertising market.
What are TikTok Marketing engagement rates?
TikTok maintains an average engagement rate of 2.65%, the highest among all social media platforms. Educational content achieves 9.5% engagement, while sports and fitness influencers lead with 18.36% engagement rates.
How much revenue does TikTok Shop generate?
TikTok Shop recorded $33.2 billion in global GMV during 2024, with projections reaching $66.2 billion for 2025. The US market contributed $5.8 billion in H1 2025, with monthly sales exceeding $1 billion since mid-2024.
What demographics use TikTok Marketing platforms?
The 25-34 age group represents 34% of TikTok usage, now the largest demographic segment. The 18-24 age bracket accounts for 30.7%, while users aged 35 and above represent 32.9%. Gender distribution shows 52% female and 48% male users.
Citations
Hootsuite Social Media Trends Report
