Insights, Analysis and more

TikTok has rapidly become one of the most popular social media platforms worldwide. Launched in 2016, the short-form video platform boasts over 1.8 billion monthly active users in 2024, according to DataReportal. Its combination of entertainment, user-generated content, and viral trends has made it particularly popular among Gen Z and Millennials. With its ever-growing user base, TikTok continues to shape global digital trends and influence everything from pop culture to marketing strategies.

In this article, we’ll examine the top countries with the most TikTok users in 2024, exploring global statistics, user growth, and regional dominance.

1. China

Number of Users in 2024: 930 million

China, home to TikTok's parent company ByteDance, leads the world in the number of TikTok users. However, it’s important to note that the platform operates under the name Douyin within mainland China, where it follows local content regulations.

Key Insights:

• Douyin has become more than just a social media app, integrating e-commerce, education, and live-streaming features.
• It enjoys a massive user base across all age demographics, making it the largest user market for ByteDance.
• Douyin continues to dominate in-app purchases and e-commerce transactions through its platform.

2. United States

Number of Users in 2024: 155 million

The United States remains TikTok’s largest market outside of China. Despite regulatory concerns and calls for banning the app, TikTok’s popularity has soared, particularly among younger demographics. In 2024, the platform has become a key player in social media marketing, with major brands utilizing TikTok’s influencer-driven economy to reach U.S. consumers.

Key Insights:

• TikTok’s stronghold on American pop culture remains undeniable, with viral trends often originating from the platform.
• Gen Z and Millennials make up the majority of U.S. TikTok users, driving the app's popularity and influence.
• The app is also heavily monetized through ads and sponsored content, making it a major revenue source for influencers.

3. Indonesia

Number of Users in 2024: 130 million

Indonesia has emerged as one of TikTok’s fastest-growing markets. The app has quickly gained traction in the country, with local creators using the platform to showcase their talent, participate in viral challenges, and even engage in e-commerce activities.

Key Insights:

• Indonesia’s young population has driven much of the app's success, with TikTok becoming one of the most popular social media platforms in the country.
• Localized content, combined with a booming creator economy, has helped TikTok capture a large audience.
• TikTok’s e-commerce features have been integrated into the Indonesian market, supporting businesses and boosting sales.

4. Brazil

Number of Users in 2024: 115 million

Brazil is one of the largest TikTok markets in Latin America. The app's ability to engage users with dance challenges, entertainment content, and localized trends has made it a household name across the country.

Key Insights:

• Brazilian users spend a significant amount of time on TikTok, with content ranging from comedy sketches to educational videos.
• TikTok’s vibrant community of creators and influencers has led to numerous local trends going viral internationally.
• The platform is also heavily used by brands to target the Brazilian youth market through influencer marketing.

5. India (Projected Return)

Projected Number of Users in 2024 (if unbanned): 120 million (estimate based on pre-ban data)

India was once TikTok’s largest market, with over 200 million users before the app was banned in 2020 due to geopolitical tensions. However, reports suggest ByteDance is exploring ways to re-enter the Indian market. If the ban is lifted in 2024, TikTok could once again become a dominant force in the country.

Key Insights:

• Before the ban, TikTok had exploded in popularity across all segments of Indian society, with local influencers amassing millions of followers.
• India’s large and youthful population represents a significant potential market for TikTok’s re-entry.
• Localized content and the integration of e-commerce features could drive TikTok’s rapid re-expansion if the app returns.

6. Mexico

Number of Users in 2024: 95 million

Mexico continues to be one of TikTok’s largest markets in Latin America. With its vibrant content creation community, TikTok has become a major source of entertainment and social interaction for Mexican users.

Key Insights:

• TikTok is used by a diverse range of users, from celebrities and influencers to everyday people engaging in viral challenges.
• The platform is particularly popular among younger demographics, contributing to its sustained growth in Mexico.
• Brands and marketers are increasingly leveraging TikTok in Mexico to reach this highly engaged audience.

7. Russia

Number of Users in 2024: 90 million

Russia is another significant TikTok market, with millions of active users. The platform has been instrumental in influencing Russian pop culture, entertainment, and even politics.

Key Insights:

• Despite regulatory challenges, TikTok continues to thrive in Russia, with influencers and creators driving engagement.
• The app’s diverse content range, from fashion to news, makes it one of the most used social media platforms in the country.
• TikTok’s advertising and sponsored content ecosystem is flourishing, with local brands increasingly using the platform.

8. Turkey

Number of Users in 2024: 85 million

Turkey has seen rapid growth in TikTok users, making it one of the leading markets in Europe. With a large and engaged youth population, TikTok has firmly established itself as a go-to platform for entertainment and content creation.

Key Insights:

• Turkish users engage with a wide variety of content, from lifestyle and comedy to music and politics.
• The platform is widely used by local influencers and brands to promote products and services.
• TikTok has also become a critical platform for music promotion in Turkey, with many artists gaining popularity through the app.

9. Philippines

Number of Users in 2024: 80 million

The Philippines has embraced TikTok as one of the country’s favorite social media platforms. With its combination of entertainment, education, and social interaction, TikTok has become a key app for content creation in the Philippines.

Key Insights:

• TikTok is widely used by Filipino creators to showcase local culture, dance trends, and educational content.
• The app’s growth is driven by its popularity among young Filipinos, who use it to engage with both local and global trends.
• TikTok has become an important tool for businesses and creators to monetize content through brand partnerships.

10. Japan

Number of Users in 2024: 75 million

Japan rounds out the top 10 countries with the most TikTok users. The app has gained a foothold in Japan due to its ability to cater to both entertainment and lifestyle content, resonating with the country's tech-savvy population.

Key Insights:

• Japanese users favor content related to fashion, lifestyle, music, and anime, making TikTok a unique platform for these niches.
• Influencers and celebrities have helped boost TikTok’s popularity in Japan, with viral trends often originating in the country.
• TikTok is also being used by Japanese businesses to connect with younger audiences and promote products.

Conclusion

In 2024, TikTok continues to dominate the social media landscape, with 1.8 billion monthly active users worldwide. From China’s 930 million users to Japan’s 75 million, the platform’s ability to engage diverse populations through localized content, viral trends, and e-commerce features has cemented its place as a leading social media giant. As TikTok’s user base continues to grow, it will remain a crucial platform for content creation, brand marketing, and cultural exchange.

‍