- €31bn in EU economic output in 2025, driven by businesses advertising on the platform
- €13bn for EU SMEs and €2.6bn for the creative economy
- 5.3bn hours of educational and skills-based learning drives up to €20bn in economic value
Methodology: Independent economic analysis by Public First, drawing on original evidence gathered through new business and consumer surveys and economic modelling, combining data from Public First's surveys and available third party data.
Businesses advertising on TikTok generated €31bn in economic value across the EU in 2025, according to new independent research by Public First released today. The study examines how TikTok drives economic growth by helping businesses reach customers, generate revenue, and strengthen local economies. This includes €7.2bn in economic output in Germany, €5.2bn in France, €3.6bn in Italy, €3 bn in Spain and €920 million in Poland.
Across Europe, more than 200 million people, including 170 million in the EU, come to TikTok to discover content, creators and communities that matter to them. That discovery helps businesses of all sizes turn audience attention into measurable outcomes, from interest through to purchase.
The independent report, commissioned by TikTok, also finds that:
- More than 6.5 million EU businesses used TikTok to grow across borders, generating approximately €400 million in productivity savings through more efficient marketing;
- TikTok-driven exposure to EU brands drove €2bn in cross-border sales for EU businesses, including €1.2bn within the EU;
- Advertising on TikTok enabled €13bn in total economic growth for EU SMEs;
- TikTok supported the EU's creative economy, generating €2.6bn in additional value and supporting around 52,000 jobs in the creative sector;
- Educational and skills-based content supported an estimated 5.3bn hours of informal learning across the EU, with productivity benefits valued at up to €20bn.
Cynthia Sanfilippo, TikTok's President for Europe, said: "We are proud to see that TikTok is having a positive impact on businesses, large and small, across the EU, by supporting their growth, helping them find and connect with new audiences, creating jobs, and ultimately driving economic growth for Europe."
Thomas Wlazik, TikTok's General Manager, Europe, Global Business Solutions, said: "Across Europe, we're proud to partner with businesses of all sizes, helping them grow through advertising solutions that deliver impact across the full marketing funnel, from effective brand building to measurable performance. By combining creative storytelling with data-driven outcomes, TikTok has become a trusted advertising partner for millions of businesses, contributing meaningful economic value across the region"
Neil Ross, Public First's Director and Head of Practice for Tech, Media and Telecoms, said: "Our research shows that TikTok brings billions of euros' worth of value to European businesses through advertising. What began as a platform for short-form video and creativity has grown into a powerful engine for discovery — enabling creators to reach new audiences, helping businesses connect with customers, and expanding choice for users."
Driving success for small businesses
Businesses of all sizes are thriving on TikTok and are using the platform to reach new customers and build their brand. TikTok's creative tools are making it easy for SMEs to quickly create fun, authentic and engaging content that drives real world results. The research shows that TikTok enabled €13bn in total economic growth for SMEs in the EU in 2025.
This is the case of businesses like Dulcería La Abuela Asunción, a small family-run bakery in Spain: "TikTok has revolutionised our family business. The platform has allowed us to share our tradition with a wider audience, increasing sales and connecting with customers who value the authenticity and quality of our products."
As they build their brands and reach new audiences through TikTok, 82% of the EU businesses surveyed by Public First say the platform has helped them compete with global brands.
"TikTok can be a strong driver of international expansion for businesses of all types", says Piotr Szyszka, CEO of Tortli, a Polish online gift shop, who uses TikTok to reach broad audiences, build brand recognition, and convert attention into measurable business results. With over 400,000 customers and a presence in 14 international markets, Tortli shows how creative, native TikTok communication can successfully support cross-border growth. "TikTok delivered strong results significantly faster than other marketing channels and, importantly, it did very efficiently in terms of profitability," adds Szyszka.
Boosting Europe's creative industries
TikTok opens a world of opportunities by turning creativity into real-world impact.
Public First estimates that creators and creative industries generated €2.6bn in additional value in 2025, supporting around 52,000 jobs in the sector across the EU. This reflects activity across content creation, production, and advertising services linked to the platform.
The music industry has particularly benefited from TikTok as a platform for discovery, generating €1.8bn in additional revenue, driven by streaming, live shows, and merchandise. For emerging acts, TikTok plays an increasingly important role in helping artists build sustained audiences and sustained careers.
Fostering skills and learning opportunities
TikTok offers a unique opportunity to make learning more engaging and accessible to diverse audiences.
According to the research, TikTok's educational and skills-based content generated 5.3bn hours of informal learning across the EU, underscoring TikTok's role in learning, skill development, and career exploration. By helping people develop new skills, learn new languages, and inspiring career curiosity, informal learning translates into productivity benefits valued at up to €20bn.
A survey of EU consumers found that:
- More than half (54%) of 18-24 year olds on TikTok have learnt a new skill on the platform
- 1 in 4 (26%) of 18-24 year olds have used TikTok to learn a new language
You can read the Public First report here: https://tiktok.publicfirst.co/