TikTok usage grew strongly from the first quarter of 2020 to the same period of 2021 across all regions, except for India, where it has now been banned. The app, owned by Chinese developer ByteDance, is notably popular among young audiences and families, with one third of TikTok users living with young children.
According to Ampere Analysis’ consumer data, the video-sharing social networking service saw continued growth of its domestic userbase in China, where almost 40% of respondents to Ampere’s Q1 2021 consumer survey reported using TikTok (branded as Douyin locally) in the past month.
Elsewhere, the app was banned in India in June 2020, losing the company its largest non-Chinese market, where a quarter of respondents used TikTok in Q1 2020. In the United States, where former President Trump’s TikTok ban has been put on hold, TikTok usage trebled from Q1 2020 to Q2 2021, with up to 200 million monthly active users (MAUs).
The highest year-on-year percentage growth, however, was in Europe’s five largest markets: Spain (391%), Germany (353%), France (312%), Italy (301%) and the UK (282%). Ampere estimates that Europe’s “big five” markets combined surpassed 100 million MAUs during the first quarter of 2021, a huge userbase which TikTok is now seeking to build on with the help of its Euro 2020 partnership, announced in February 2021.
“With complementary demographics, the unique partnership with Euro 2020 could drive both TikTok penetration and Euro viewership among Western European markets,” assured Maria Dunleavey, Analyst at Ampere Analysis and the author of the report.