In a significant milestone, more than 200 million people across Europe* now come to TikTok every month - to express themselves, be entertained, learn a new hobby or skill and find or grow a business.
That's up from 175 million people last year, and approaching a third of the population of the continent across the EEA and UK.
As our community grows, so does TikTok's impact on the European ecosystem. Small businesses are reaching new customers, cultural institutions are connecting with wider audiences, #BookTok is sparking a new wave of readers, and our dedicated STEM feed is inspiring the next generation of innovators. TikTok has become home to some of Europe's most creative and inspiring stories.
A growing economic impact
There are now millions of businesses on TikTok across Europe. From sole traders to global brands, TikTok's unique recommender system helps businesses reach new customers they could not find another way, without needing a huge following.
Experts at Oxford Economics found that the activities of small and medium sized enterprises (SMEs) on TikTok added €4.8 billion to the economies of Germany, France, Italy, Netherlands and Belgium and supported more than 51,000 jobs.
Cultural impact
TikTok is proud to be an official partner to events like the Festival de Cannes, celebrating the Festival’s unique role in global culture and amplifying its talents and creativity to our community, for the fourth consecutive year.
In sport, we have supported some iconic sporting events such as the Tour de France and Six Nations Rugby. Whether through partnering with the German men's football team during the Euro 2024 contest or TeamGB and ParalympicsGB at the Paris Olympics, TikTok has been a special way to experience these landmark events with behind the scenes perspectives from athletes.
In the arts, institutions such as the Royal Shakespeare Company and Uffizi Gallery are bringing the arts to brand new audiences on TikTok.
Social Impact
#BookTok is inspiring a new generation of readers, and sales, for authors on TikTok. We have partnered with literary events across the continent, from the Frankfurt and Turin Bookfairs to the UK's Hay Festival and the Netherlands' Boekenbal. Research by the UK Publishers Association found that 59% of 16 to 25 year olds have discovered a passion for reading because of BookTok.
Last year we launched a dedicated Science, Technology, Engineering and Maths (STEM) feed across Europe, creating a unique feed dedicated to educational and inspiring STEM content. We've added more local language content in European languages, and globally 25% of teens visit the STEM feed on a weekly basis.
As TikTok continues to grow across Europe, we have also seen more political figures and institutions joining our platform to connect with their citizens: from French President Emmanuel Macron @emmanuelmacron, German Chancellor Friedrich Merz @merzcdu, Polish Prime Minister Donald Tusk @donald_tusk, President of the European Parliament, @metsola.roberta, Italian Prime Minister Giorgia Meloni @giorgiameloni_ufficiale, to the UK government @ukgov
Marlene Masure, General Manager, Content Operations, for EMEA said:
"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"
*32 countries are in scope for this Monthly Active Recipients (MAR) figure: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland and the UK. The methodology used to calculate this MAR figure follows the methodology used for our EU MAR disclosures in our DSA transparency reports