Top 20 TikTok Statistics: Key Facts, Figures & Data

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TikTok Statistics – What Marketers Need To Know In 2020

UPDATED June 11, 2020 —Remember Musical.ly? You may recall that it was rebranded as TikTok in August 2018 after being acquired by Chinese company ByteDance the year before. After several years of impressive growth, TikTok has skyrocketed even further in recent months.

TikTok statistics growth chart

The top app is stirring up a revival of short video clips—only now, it’s even more interactive, collaborative, and downright addictive. Recently, TikTok surpassed the likes of Facebook, Instagram, Messenger, and Snapchat in App Store and Google Play downloads.

In fact, during Q1 2020, it had a better quarter than any app ever, with 315 million downloads enticing and captivating consumers with a proclivity for binge-watching video content — especially appealing as global audiences are quarantined at home amid COVID-19.

Top 20 TikTok Statistics: Demographics, Engagement, & Facts

Coming off remarkable success in 2019, these 20 TikTok statistics show promising signs of continued growth for 2020. To help marketers stay ahead of the trend, check out the most important TikTok stats:

  1. TikTok has been downloaded over 2 billion times
  2. TikTok users spend 45 minutes on the app on average
  3. TikTok users open the app 8 times everyday on average
  4. TikTok gained more users in one month than Instagram gained in any 2019 quarter
  5. TikTok installs are up 96% year-over-year
  6. TikTok’s 800 million MAUs surpasses LinkedIn, Reddit, Snapchat, Twitter, and Pinterest
  7. TikTok’s monthly engagement rate is over 70%
  8. Over 63% of TikTok users are between the ages of 10 and 29
  9. Females on TikTok outnumber males nearly 2:1 in the U.S.
  10. 3x the number of U.S. users 18+ downloaded TikTok in April vs. last year
  11. Over $456 million have been spent buying coins on TikTok
  12. The top 50 TikTok influencers have more followers than 16% of the world’s population
  13. TikTok is the only top 5 social media app not owned by Facebook
  14. Nearly 80% of TikTok sessions are from Android users
  15. TikTok’s #RaindropChallenge has over 1 billion views
  16. TikTok is available in 155 countries and 75 languages
  17. India, contributing over 30% of TikTok downloads, is a huge driver of the app’s growth
  18. TikTok lost $8 million in one week during the brief India 2019 ban
  19. Over 30% of all U.S. TikTok users are adolescents
  20. CoverGirl got over 6.5 billion ad impressions on a sponsored TikTok campaign

1. TikTok Has Over 2 Billion Downloads

TikTok reached over 2 billion downloads in April 2020. This caps years of strong interest, with the app claiming the “most downloaded app” status in both 2018 and 2019. TikTok was downloaded 315 million times in Q1 2020 — 155.2 million more than in Q1 2019.

For worldwide monthly downloads, TikTok continues to outperform more mature social media apps like Instagram and Snapchat in both Apple and Google’s stores. Since Q1 2017, downloads have increased more than 100%.

TikTok continues to gain traction with new users at a rapid rate. In fact, TikTok’s 2019 downloads accounted for 49% of its all-time downloads. A report shows that its competitor, Instagram, received 238 million less downloads in 2019 than TikTok, with 2019 downloads representing only 28% of its all-time downloads.

2. Users Spend 45 Minutes Per Session On The App

At an average of 45 minutes spent on the app per day, TikTok ranks pretty high among time spent on social media platforms. For comparison, U.S. Android users spend 53 minutes on Instagram, 58 minutes on Facebook, and 49.5 minutes on Snapchat.

A recent report surveyed children 4-15-years old during the peak of the U.S. quarantine (March 15 – April) and found users in this young age group spent nearly 86 minutes watching TikTok videos daily.

3. Users Open TikTok Around 8 Times Per Day

ByteDance has stated that U.S. users open the app eight times a day and individual sessions on the app are the longest at 4.9 minutes — Facebook (4.7 minutes), Instagram (3.1 minutes), and Snapchat (1.6 minutes) all rank lower.

4. TikTok Gained More Users In One Month Than Instagram Gained In A Full Quarter

tiktok stats

The Coronavirus stay-at-home order seems to have only escalated TikTok’s new user growth. TikTok broke records by having more than 115.2 million installs during the month of March 2020. For comparison, in 2019, Instagram only averaged 111.5M downloads per quarter.

5. TikTok Installs Are Up 96% YoY

TikTok has shown amazing growth in the area of new installs. 2019 was especially impressive with installs climbing 96% year-over-year. TikTok continues to break records with unprecedented downloads in Q1 2020.

With interest in the app at an all-time high, TikTok is shifting their 2020 goals to focus on monetization and developing tools for their creator community.

6. TikTok Has Surpassed LinkedIn, Reddit, Snapchat, Twitter, And Pinterest in Monthly Active Users

TikTok is estimated to have over 800 million monthly active users. Currently the largest social network, Facebook is estimated to have 2.6 billion monthly active users as of the first quarter of 2020.

With 800 million MAUs, TikTok leads over Linkedin, Pinterest and Twitter who have 675 million, 367 million, and 340 million MAUs respectively. Impressively, TikTok also outperforms Reddit, the 6th most visited site in the world, which has 430 million MAUs.

7. TikTok’s Monthly Engagement Rate Is Higher Than 70%

tiktok stats user engagement

Data from App Ape Lab found that TikTok’s engagement rate — determined as the percentage of monthly users who open the app every day — is over 70%.

In 2018, Apptopia reported TikTok’s monthly engagement rate to be 29%, showing a two year increase of over 30% engagement. This widespread increase suggests that TikTok has made progress in its efforts to consistently engage new users on a daily basis

8. Nearly Two-Thirds Of U.S. TikTok Users Are Under 30 Years-Old

The majority of TikTok’s users are young social media users. In the U.S., 63.5% of the app’s monthly active users are 10-to 24-year-olds, and 52% are iPhone users.

One of TikTok’s competitors, Snapchat, struggles with user-growth, but boasts similar age demographics, with 78% of its U.S. users falling within the 18-24 years-old category.

9. In The U.S., The Ratio Of Female To Male TikTok Users Is Almost 2:1

Early 2018 data from App Ape Lab estimated TikTok’s global users as 55.6% male and 44.4% female. An updated study shows an appreciable shift in gender demographics with female users now far outnumbering male users by a 2:1 ratio.

The same dataset reveals that female user presence skews most dramatically among TikTok users in their teens.

This shows a notable distinction when compared to rival Instagram’s demographics that show a level gender distribution of users with 51% female daily active users and 49% male daily active male users.

10. April 2020 Saw 3x More TikTok Downloads From U.S. Users 18+ Than April 2019

tiktok stats age distribution

From January 2020 to April 2020, TikTok saw its growth in U.S. users ages 25-34 rise at the fastest rate out of any age group during quarantine. In January, Adweek estimated TikTok to have 5 million U.S. millennial users.

By April, that population reached 11 million. While TikTok’s growth of millennial users rose the fastest during quarantine, TikTok also added 5 million new U.S. users ages 18-24 during the January to April time period.

11. Users Have Spent More Than $456 Million Buying Coins On The TikTok App

Up until recently TikTok gained revenue through users buying coins in-app to send to other users on live streams. Over the lifetime of the company, TikTok users have spent $456.7 million buying coins on the app.

The U.S. accounts for about 20% of that total with $86.5 million spent. While this approach certainly made money, the company has recently ramped up new revenue streams with e-commerce features such as buy links, hashtag challenges, and in-feed ads.

These efforts have led to impressive numbers with promises of more to come. The app enjoyed its best earning ever in Q4 2019 with $88.5 million. During February 2020 (in a single month vs. quarter), TikTok earned $50.4 million, which is a 784.2% year-over-year increase.

12. The Top 50 TikTok Influencers Are Followed By More Than 16% Of The World’s Population

TikTok-stats-top-influencers

The top 50 TikTok influencers have a following comparable to 16% of the global population. TikTok’s top creators have more followers combined than the 1.2 billion population of the African continent.

In total, the high-profile group of TikTok influencers have already garnered more than 1,270,000,000 followers. Of course, this does not take into account repeat followers; however, the number does help represent the massive influence of TikTok’s top creators.

13. TikTok Is The Only App In The Top 5 Global Downloads Not Owned By Facebook

top apps tiktok

Since the start of 2020, TikTok has cemented its status as the number one most downloaded app month over month, falling second only in April to ZOOM.

Since the beginning of 2019, WhatsUp, Messenger, TikTok, Facebook and Instagram continue to lead month over month as the top five most downloaded apps worldwide.

In May 2020, Sensor Tower estimated TikTok had more than 111.9 million installs, a 2x year-over-year increase from May 2019.

14. Almost 80% Of TikTok Sessions Are By Android Users

The vast majority of TikTok use is experienced through Android devices globally with 75.5% of TikTok downloads coming from the Google Play Store app.

Though downloads on Google Play measure almost triple, Google Play’s dominance of TikTok downloads is likely attributable to India’s mobile phone market, which largely favors Androids over iPhones.

With forecasts suggesting that Android’s worldwide market share will reach 87% in 2022, it’s no shock that Androids win out with TikTok in terms of overall use.

15. TikTok’s #RaindropChallenge Has Accumulated 1 Billion Views

tiktok-stats-challenge

TikTok’s hashtag challenges form an integral part of its online community appeal, and popularity. Users encourage each other to participate in ‘challenges’ named with a hashtag.

Some of these challenges have had an enormous impact, such as the #RaindropChallenge, which features users using filters to appear as though they’re stopping a downpour of rain. The hashtag has over 1 billion views so far and ranks as one of the best examples of popular TikTok challenges.

TikTok creators have shown extra enthusiasm for hashtag challenges — making it a valuable opportunity for marketers.

For example, the popular #InMyFeelings challenge originated on Instagram, but it became a hit on TikTok in its own right and racked up roughly 5 million videos compared to Instagram’s 1.7 million.

 

16. TikTok Is Available In 155 Countries And 75 Languages

Chinese company ByteDance (who owns TikTok) originally created “Douyin” for China. After its success, TikTok became Douyin’s international counterpart. Looking at just TikTok numbers, downloads/usage of the app across the globe has been skyrocketing.

India leads the way, and the U.S, Russia, and Turkey each have enthusiastic and unique creators that reflect local culture.

17. India Is A Huge Driver Of TikTok’s Growth With 30.3% Of Its Lifetime Downloads.

In 2019, India was the top market for TikTok downloads (not including Chinese Android downloads) with 323 million downloads in total. ByteDance has made the app available in 155 markets and in 75 languages as part of its overseas push — something similar apps (e.g. Snapchat) have failed to prioritize in their quest for users.

Of the 2 billion cumulative downloads, it’s estimated that 30.3% of all unique installs come from India, with 8.2% hailing from the U.S. (this is excluding installs from third-party Android stores in China).

18. India’s TikTok Ban In 2019 Cost TikTok $8 Million In One Week

TikTok India

2019 was a controversial year for TikTok, with a slew of security, privacy, and data concerns making headlines for the app.

On April 3, 2019 an Indian court ruled that the app could expose children to sexual predators, pornographic content and cyber-bullying, and on April 17th downloads of the app were blocked by the Indian government (existing users were not affected).

TikTok appealed the decision, saying it had measures to restrict inappropriate content, and the court reversed its ruling on April 24, 2019. Bytedance reportedly lost $500,000 in revenue each day that TikTok was banned from app stores in India.

Since the incident, TikTok has expanded its reach in India drastically. TikTok released a statement that as of August 2019, the app has been downloaded on 30% of all Indian smartphones.

19. 37% Of TikTok’s U.S. Users Are Under 18 Years-Old

Statista reports that TikTok users ages 10-19 represent around 37% of TikTok’s United States user base. It is important to note, TikTok currently only allows users 13 years of age and older to create an account.

Since 2019 when the app’s security risks made headlines,  TikTok has been taking many measures to buff up safety practices, and data security measures.

TikTok now only allows users 18 and older to purchase, send or receive virtual gifts/currency. TikTok is also rolling out Family Pairing which allows parents to link their TikTok account to their teen’s and set control restrictions for content, messaging and screen time.

20. CoverGirl’s Sponsored TikTok Hashtag Challenge Produced Over 6.5 Billion Impressions

tiktok stats campaign

TikTok’s in-app shopping feature, called “Hashtag Challenge Plus”, allows users to browse products that are associated with a sponsored Hashtag Challenge without leaving TikTok’s platform.

Partnering with eight top influencers on the app, CoverGirl promoted its new product line while targeting TikTok’s predominantly Gen Z audience. The influencer-created videos have been viewed over 34 million times, and received over 3.2 million likes.

TikTok vs Instagram: Who Wins Social Media In 2020 [INFOGRAPHIC]

TikTok vs. Instagram

Instagram’s influencer market is estimated to be worth over $1.7 billion dollars. More than half a million sponsored posts have been posted on Instagram in 2020 so far. While 89% of marketers say Instagram is the most important channel for influencer marketing, newcomer TikTok has quickly become one of the most popular platforms in the world in less than two years and a rising platform for influencers.

TIKTOK DOWNLOADS SOAR TO 115M+ DURING MARCH CORONAVIRUS

The Coronavirus stay-at-home order seems to have only escalated TikTok’s new user growth. TikTok became the most downloaded non-game app worldwide during March 2020 with more than 115.2 million installs. For comparison, in 2019,  Instagram only averaged 111.5M downloads per quarter.

Top brands like Chipotle, Mucinex, Walmart, and GymShark have all marketed to Gen Z users on TikTok using Sponsored Hashtag Challenge campaigns. As brands continue to become comfortable using TikTok as an influencer marketing channel, it is important to understand the key platform specifics that separate TikTok from Instagram.

We analyzed App store and Google Play data for marketers to better understand the two competing social apps based on downloads/installs, platform demographics, and specific features. See our finds presented below in the following infographic – TikTok vs. Instagram:

tiktok-vs-instagram-infographic

WHICH PLATFORM HAS MORE FOLLOWERS? TIKTOK VS INSTAGRAM?

Instagram still has a larger audience than TikTok and has been downloaded more than 1.8B times globally. In November of 2019 Sensor Tower announced TikTok had reached the 1.5B download milestone. While Instagram leads over TikTok in overall downloads, the infographic shows TikTok’s new user growth rate is substantially higher than Instagram’s. This contrast in new user growth is largely due to the fact that TikTok is still a newcomer in the market while Instagram is maturing as an established social media app.

Instagram will turn 10 years-old in 2020 while TikTok remains the new kid on the block in a successful growth phase. While 2019 accounted for 28% of Instagram’s all-time downloads, TikTok was able to add 738 million new users in 2019, growing the app by 49% of its existing users in one year alone.

TikTok’s new user growth continues to top charts and in February 2020, TikTok was the most downloaded non-game app globally with nearly 113 million installs. This represents a near 96.5% increase compared to the app’s February 2019 installs.

As seen above in the “TikTok vs. Instagram Downloads” chart, the coronavirus seems to have had a much larger effect on TikTok downloads than Instagram downloads. While TikTok’s user growth topped charts in March, the quarantine also brought an influx of TikTok content to Instagram. This shift in content sparked many Instagram influencers to build TikTok accounts in search of more ways to entertain themselves and their followers.

tiktokcontentonIG

TIKTOK VS INSTAGRAM — PLATFORM DEMOGRAPHICS

Instagram is considered to be the leading app in influencer marketing. In our 2019 survey, 89% of marketers found Instagram to be the most strategically important social channel for influencer marketing. With an estimated $20 billion valuation, Instagram is a monolith in revenue and has so far earned over 113x more revenue than TikTok. Its $20 billion valuation is due in part to influencer marketing on the app, a market that we estimate to be around $1.7 billion.

While both apps are comparable in age demographics, geographically they differ. Out of Instagram’s 1.8 billion users, the United States leads with the highest representation at 12%. In contrast, India and Brazil remain the top two countries accounting for most of TikTok’s downloads, the US in the third-place with over 3%.

The two apps also have a varying degree of gender distribution. TikTok gender demographics show a male to female representation of 55.6% and 44.4%, respectively. TikTok’s slight male user preference contrasts with Instagram’s higher presence of female users, 65% female to 35% male.

TIKTOK & INSTAGRAM FEATURES COMPARISON

TikTok’s ease of use has helped it become the foremost short-form video social media app in the world. TikTok’s simple premise focuses on lip-syncing, dancing, pranking, or other comedic acts.

In Instagram’s 10 year growth, it has transformed from a photo-focused format to Stories and IGTV and has become the leading app for brand social engagement. While TikTok and Instagram are similar in their app fundamentals, they have many features that distinguish them from each other.

TikTok currently does not have a long-form video feature, it’s video capabilities have a maximum of 15 seconds and the ability to loop for 60 seconds. Instagram’s long-form video feature, IGTV allows video length of up to one hour. IGTV is also in the works to monetize with creators.

While both apps have in-app purchase capabilities, TikTok has a virtual currency where users can award various virtual gifts to creators, not unlike many gaming sites such as Twitch. Since 2018, American users have spent over $23.1 million on TikTok’s virtual coin currency.

TikTok vs Instagram

TikTok Currency

TikTok and Instagram both have similar e-commerce shopping capabilities, while Instagram has had more time to fine-tune its features and position itself as an e-commerce platform. Instagram has it’s in-app shopping feature “Checkout”, as well as its widely used “Instagram Shopping” add-on which allows companies to tag products and direct users to a product link on their website.

instagram vs tiktok

Instagram Checkout

TikTok has a feature similar to Instagram’s “Checkout” where users can complete the purchase in-app through a retail partner. TikTok’s Sponsored Hashtag Challenge Plus allows companies to link products from their website through a sponsored hashtag campaign.

tiktok checkout feature

TikTok Checkout

WHICH IS BETTER? TIKTOK VS INSTAGRAM — THE VERDICT & TAKEAWAY

These results indicate that in addition to gaining more users than Instagram, TikTok is also earning the attention of top power users. This trend is likely to continue and will affect the $1.7 billion dollar Instagram influencer market and influencer marketing as a whole.

As users and influencers alike emerge on TikTok, marketers should determine the proper channel(s) ( Instagram, TikTok, or both) to best suit their marketing needs.

Statistics That Show TikTok's Insane Growth [Infographic]

tiktok users growth