TikTok has evolved from a viral video app to a dominant force in digital advertising. Understanding the platform's current statistics helps marketers make informed decisions about budget allocation, targeting, and strategy.
This guide compiles the most important TikTok advertising statistics for 2026, covering user growth, ad spend, engagement metrics, and e-commerce performance.
TikTok's user base continues growing, making it one of the most valuable advertising platforms available.
| Metric | 2026 Data |
|---|---|
| Global monthly active users | Nearly 2 billion (projected 2.13 billion by end of 2025) |
| Platform ranking | #4 or #5 worldwide (trailing Facebook, YouTube, Instagram, WhatsApp) |
| Countries with 100M+ users | U.S., Indonesia, Brazil |
| Annual app downloads | 875 million in 2024 |
TikTok leads all social platforms in user engagement time:
| Metric | Statistic |
|---|---|
| Average daily time spent | 95 minutes per user—highest among all social platforms |
| Average session length | 10 minutes 51 seconds |
| Average daily opens (U.S.) | 8 times per day |
This sustained attention creates multiple daily opportunities to reach users with advertising.
TikTok's audience continues to diversify beyond its early Gen Z focus:
TikTok advertising spend has grown dramatically, with projections showing continued acceleration.
| Year | Revenue | YoY Growth |
|---|---|---|
| 2026 (projected) | $34.8 billion global | 22% |
| 2025 | $28.6 billion | 24% |
| 2024 | $23 billion | 43% |
| 2023 | $16.1 billion | 68% |
| 2022 | $9.6 billion | 100% |
The U.S. represents a significant portion of TikTok's advertising revenue:
| Metric | Percentage |
|---|---|
| Marketers using TikTok (2024) | 28% globally |
| B2C brands using TikTok | 39% |
| B2B brands using TikTok | 23% |
| Marketers planning to increase TikTok spend | 43% |
TikTok's engagement metrics significantly outperform other social platforms.
| Platform | Median Engagement Rate |
|---|---|
| TikTok | 1.73% |
| 0.36% | |
| 0.046% | |
| X (Twitter) | 0.015% |
TikTok's engagement rate is nearly 5x Instagram's and over 37x Facebook's.
Engagement varies by follower count:
| Account Size | Engagement Rate |
|---|---|
| Accounts with 100K+ followers | 5.3% |
| General benchmark | 2.5-6% per post |
TikTok Shop has emerged as a major e-commerce platform, transforming how users discover and purchase products.
| Metric | 2026 Data |
|---|---|
| TikTok Shop sales forecast | Exceeding $20 billion |
| Projected 2028 sales | $30+ billion |
| Global GMV (2024) | $33 billion |
| U.S. GMV (2024) | $9 billion |
TikTok drives significant e-commerce activity:
| Country | Share of TikTok Shops |
|---|---|
| Indonesia | 20.5% |
| Thailand | 18.3% |
| Vietnam | 17% |
| United States | 11.8% |
| United Kingdom | 6.19% |
Understanding performance benchmarks helps set realistic campaign expectations.
| Metric | Benchmark |
|---|---|
| Click-through rate (CTR) | 1.5-3% (1.5%+ solid, 3%+ exceptional) |
| Cost per click (CPC) | $0.50-$1.50 |
| Engagement rate | 2%+ good, 5%+ excellent |
| Video completion rate | 40%+ is strong |
| Add-to-cart rate | 5-10% from clicks is strong |
TikTok advertising delivers strong returns for many advertisers:
Top-performing industries on TikTok:
| Industry | Engagement Rate |
|---|---|
| Higher education | 7.36% |
| Nonprofits | 3.04% |
| Travel | 2.73% |
| Sports teams | 2.68% |
| Food and beverage | 2.04% |
The creator ecosystem powers much of TikTok's advertising effectiveness.
| Metric | Statistic |
|---|---|
| Active creators globally | 127 million (19% growth since early 2025) |
| Nano influencers (1K-10K followers) | 67.15% of creator base |
| Top creator follower count | Khaby Lame: 160+ million |
TikTok's trajectory suggests continued growth and importance for advertisers.
TikTok has nearly 2 billion monthly active users globally, with projections reaching 2.13 billion. The platform ranks #4 or #5 among social media platforms worldwide, with over 100 million users each in the U.S., Indonesia, and Brazil. The average user spends 95 minutes daily on the app.
TikTok's median engagement rate is 1.73%, significantly higher than Instagram (0.36%), Facebook (0.046%), and X (0.015%). Accounts with over 100,000 followers see engagement rates around 5.3%. For ads, engagement rates of 2%+ are considered good, while 5%+ is excellent.
TikTok's global ad revenue is projected to reach $34.8 billion in 2026, with U.S. ad revenue alone exceeding $17 billion. The platform has grown from $4.8 billion in 2021 to $28.6 billion in 2025, representing year-over-year growth rates consistently above 20%.
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