Statistics & Data March 17, 2026 • 14 min read • Updated: 9 November 2026

TikTok statistics 2026

From 2.33 billion people reachable with TikTok ads worldwide to 6.30 million Dutch adults: all the numbers on reach, usage, engagement, advertising and TikTok Shop. Every figure links to its source, from DataReportal and Pew to Socialinsider, DDMA and TikTok itself.

Ruud ten Have

Ruud ten Have

Ruud is a digital marketer with 10+ years of experience in online advertising and AI implementation. At Searchlab, he combines strategic thinking with hands-on AI tooling to deliver measurable results for businesses.

2.33B

Ad Reach Worldwide

6.30M

Dutch Adults Reachable

1H 37M

Avg. Time per Day

3.70%

Engagement per Brand Post

01 — Users

TikTok users worldwide & Netherlands

TikTok does not publish a global user count. The best public yardsticks: TikTok ads reached 2.33 billion people in October 2026, 17.4% more than a year earlier, and Sensor Tower estimates that TikTok passed 2 billion monthly active users in Q1 2026. In the Netherlands, TikTok ads reach 6.30 million adults (DataReportal, Sensor Tower). Ad reach is not the same as the number of active users.

Worldwide
2.33B

People reachable with TikTok ads in October 2026, +17.4% year on year (ad reach, not monthly active users). Source: DataReportal, 2026

Netherlands
6.30M

Dutch adults (18+) reachable with TikTok ads at the end of 2025, +670,000 (+11.9%) in a year. Source: DataReportal, 2026

MAU estimate
2B+

Monthly active users in Q1 2026, the first time above 2 billion, according to Sensor Tower estimates. Source: Sensor Tower via Jing Daily, 2026

TikTok ad reach by region (October 2026)

South-Eastern Asia 586M (25.1%)
Southern America 335M (14.4%)
Western Asia 201M (8.6%)
Southern Asia 171M (7.3%)
Northern America 168M (7.2%)
Western Europe 66.5M (2.8%)

Share of the global TikTok ad audience. Western Europe (including the Netherlands) is 2.8%. Source: DataReportal, 2026

189M

Monthly users in the EU

TikTok reaches 189 million people in the EU every month, first half of 2026 (own DSA figure). Source: TikTok, 2026

200M+

Monthly users in Europe

More than 200 million people in 32 European countries (EEA and UK) in 2025, up from 175 million a year earlier. Source: TikTok, 2025

#8

Most visited website

tiktok.com ranked 8th among the world's most visited websites in September 2026. Source: Similarweb, 2026

34.6%

Dutch internet users

Of Dutch internet users can be reached with TikTok ads (end of 2025). Source: DataReportal, 2026

Curious about more social media statistics from the Netherlands? Check out our complete overview.

02 — Demographics

Demographics & usage behavior

TikTok is no longer just for Gen Z. In the US, 37% of adults use TikTok (2026), up from 21% in 2021, and use is far from limited to the youngest group. The typical user spends 1 hour and 37 minutes per day in the Android app (Pew Research Center, Similarweb via DataReportal). There is no public Dutch age breakdown, so the chart below shows US survey data.

Share of US adults who use TikTok, by age (2026)

18-29 years 65%
30-49 years 45%
50-64 years 31%
65+ years 11%

Survey of US adults, 30 January to 18 June 2026. Source: Pew Research Center, 2026

1H 37M

Avg. time/day (Android)

Source: Similarweb via DataReportal, 2026

10x

Sessions per day

Source: Similarweb via DataReportal, 2026

50.4%

Women in global ad audience

Source: DataReportal, 2026

62.4%

Women in Dutch ad audience

Source: DataReportal, 2026

Notable Usage Statistics

  • 37% of US adults use TikTok in 2026 (2021: 21%); women 43%, men 31%; Hispanic adults 53%, Black adults 51% (Pew Research Center, 2026).
  • 61% of US teens (13-17) use TikTok daily and 21% say they are on it almost constantly, up from 16% in 2022 (Pew Research Center, 2025).
  • Worldwide, 36% of online adults use TikTok monthly (excluding China) and 9.1% call it their favourite platform (GWI via DataReportal, 2026).
  • The average TikTok session in the Android app lasts 9 minutes and 42 seconds (Similarweb via DataReportal, 2026).
  • Men aged 25-34 are the largest group in the global TikTok ad audience at 21.9%, women aged 25-34 follow at 20.8% (DataReportal, 2026).
  • In the Netherlands, nearly three in four 15-17-year-olds use TikTok, Snapchat and Instagram (combined figure, January 2026, 1,984 children and teens) (Newcom and Jong Geluid, 2026).

Brands that want to convert that scroll behaviour into revenue typically work with a social advertising agency that runs TikTok, Meta and YouTube Shorts as one integrated motion.

03 — Content & Engagement

Content & engagement statistics

TikTok delivers by far the highest engagement of the major social platforms. In Socialinsider's benchmark of more than 40 million TikTok brand posts, the average engagement rate rose from 2.50% in 2024 to 3.70% in 2025, against 0.48% on Instagram. In Q3 2026 it was 2.50%, still the highest of the four platforms measured.

TikTok brand posts: 2024 vs 2025

Metric 2024 2025 Change
Engagement rate (by followers) 2.50% 3.70% higher
Avg. views per post 6,268 6,496 +3%
Avg. likes per post 3,092 3,492 +12%
Avg. comments per post 66 50 -24%
Avg. shares per post 170 248 +45%
Posts per month 15 15 equal

Organic posts of brand accounts with 1K to 1M followers (40,695,768 TikTok posts). Source: Socialinsider, 2026

2.50%

Highest in Q3 2026

Engagement per TikTok brand post in Q3 2026; Instagram 0.45%, Facebook 0.13%, X 0.10%. Source: Socialinsider, 2026

248

Shares per post

TikTok brand posts averaged 248 shares in 2025, up 45% year on year. Source: Socialinsider, 2026

6,496

Views per post

Average views per TikTok brand post in 2025 (+3%). Source: Socialinsider, 2026

15

Posts per month

Brands posted an average of 15 times per month on TikTok in both 2024 and 2025. Source: Socialinsider, 2026

21%

Short-form has best ROI

Of marketers say short-form video delivers the highest ROI of all formats. Source: HubSpot State of Marketing, 2025

+58%

Recall with captions

According to TikTok's own data, ad videos with captions score 58% higher on recall and 95% higher on brand affinity. Source: TikTok Creative Center via HubSpot

Want to create videos for TikTok? Discover how to make AI videos for social media.

04 — Ads Benchmarks

TikTok Ads benchmarks 2026

TikTok Ads now reaches more people than any social platform outside China except YouTube. TikTok does not publish average CPC or CPM rates, and we found no public benchmark with a transparent method, so this section sticks to what can be verified: reach, minimum budgets and the share of Dutch social ad spend (DataReportal, TikTok, DDMA).

$50

Min. campaign budget/day

Daily budget must exceed $50. Source: TikTok Ads Help

$20

Min. ad group budget/day

Ad group daily budget must exceed $20. Source: TikTok Ads Help

17.2%

Share of Dutch social spend

Source: DDMA, 2026

2.33B

Ad reach worldwide

Source: DataReportal, 2026

TikTok ad reach by market

Market Ad reach Context Period
Worldwide 2.33B +17.4% year on year; 39.5% of adults Oct 2026
Indonesia 240M Largest market Oct 2026
Brazil 152M Second-largest market Oct 2026
United States 150M Third-largest market Oct 2026
United States (18+) 153M 55.7% of adults; +11.0% year on year End of 2025
Netherlands (18+) 6.30M 41.9% of adults; +11.9% year on year End of 2025

Ad reach from TikTok's ad tools, not monthly active users. Sources: DataReportal, 2026, DataReportal Digital 2026 USA, DataReportal Digital 2026 Netherlands

#2

Platform by ad reach

TikTok ranks second among social platforms by ad reach outside China. Source: DataReportal, 2026

€511M

Dutch social ad spend measured

Basis of the DDMA benchmark: 674,000 campaigns from 19 agencies, 2021 to H1 2026; TikTok has 17.2%. Source: DDMA, 2026

55.7%

US adults reachable

Of US adults can be reached with TikTok ads (153 million, end of 2025). Source: DataReportal, 2026

05 — Social Commerce

TikTok Shop & social commerce

TikTok Shop lets users buy directly in the app. In 2025 it sold $64.3 billion worldwide across 16 markets, 94% more than a year earlier, with Southeast Asia and the US as the largest regions. Since 15 June 2026 TikTok Shop is also live in the Netherlands (Momentum Works, TikTok).

$64.3B

TikTok Shop GMV 2025

+94%

GMV growth YoY

$15.1B

US GMV 2025 (+68%)

16

Markets in 2025

Source: Momentum Works, 2026

Social Commerce Trends on TikTok

  • TikTok Shop launched in the Netherlands on 15 June 2026, together with Austria, Belgium and Poland, joining France, Germany, Ireland, Italy, Spain and the UK (TikTok, 2026).
  • Dutch sellers could register from 1 June 2026, two weeks before the launch (RetailDetail, 2026).
  • More than 100,000 European businesses had joined TikTok Shop in France, Germany, Italy, Spain and Ireland, with triple-digit growth in daily GMV from August 2025 to February 2026 (TikTok, 2026).
  • Southeast Asia is the largest region: GMV doubled to $45.6 billion in 2025 (Momentum Works, 2026).
  • In the US, 50% of GMV came from video, 36% from the shop tab and 14% from live (up from 10%) in 2025 (Momentum Works, 2026).
  • Beauty & personal care is the largest category in the US, followed by womenswear and underwear and sports and outdoors (Momentum Works, 2026).
  • The US had 803,500 TikTok Shop stores in 2025: more than half made no sale, more than 2,000 passed $1 million in GMV (Momentum Works, 2026).

Turning that purchase influence into measurable revenue is where a sharp conversion optimisation agency earns its keep — optimising landing pages, product pages and checkout for TikTok-driven traffic.

06 — Platform Comparison

TikTok vs Instagram Reels vs YouTube Shorts

Short-form video is the dominant content format, but the three platforms are hard to compare: Instagram and YouTube do not report Reels or Shorts separately. The table therefore compares the platforms as a whole on figures from the same sources. TikTok wins clearly on engagement per brand post; YouTube wins on reach and usage (DataReportal, Pew, Socialinsider).

Head-to-head comparison

Metric TikTok Instagram* YouTube*
Ad reach worldwide (Oct 2026) 2.33B 1.96B 2.77B
Ad reach Netherlands (end 2025) 6.30M (18+) 8.15M 15.3M
US adults who use it (2026) 37% 51% 84%
US adults aged 18-29 (2026) 65% 79% 95%
Engagement per brand post (2025) 3.70% 0.48% not measured
Avg. time per user per day (Android) 1h 37m not measured not measured

* Whole platform, not only Reels or Shorts. Ad reach is not the same as monthly active users; TikTok's Dutch figure covers adults only. A YouTube Short can be up to 3 minutes long (YouTube Help).
Sources: DataReportal TikTok, DataReportal Instagram, DataReportal YouTube, DataReportal Netherlands, Pew Research Center, 2026, Socialinsider, 2026, Similarweb via DataReportal

Also check out our Instagram statistics 2026 and YouTube statistics 2026 for the complete picture.

07 — Business & B2B

TikTok for business & B2B

TikTok is no longer exclusively B2C territory. Companies use the platform for employer branding, thought leadership and product demos. Marketers are following: in HubSpot's 2025 State of Marketing, 27.64% of marketers planned to invest more in TikTok, just behind YouTube and Instagram (HubSpot, Oxford Economics).

27.64%

Plan to invest more

Of marketers planned to invest more in TikTok in 2025 (YouTube 29.58%, Instagram 28.84%). Source: HubSpot, 2025

€629M

Dutch GDP via SMEs

Added to Dutch GDP in 2023 by SMEs active on TikTok (study commissioned by TikTok). Source: Oxford Economics for TikTok, 2024

6,000

Dutch jobs supported

Jobs in the Netherlands supported by SMEs' activity on TikTok in 2023. Source: Oxford Economics for TikTok, 2024

73%

Better customer contact

Of surveyed European SMEs say TikTok improved their ability to interact with customers and get feedback. Source: Oxford Economics for TikTok, 2024

72%

Easier product launches

Of surveyed SMEs say TikTok helped them market new products and services. Source: Oxford Economics for TikTok, 2024

€4.8B

GDP in five EU countries

SMEs on TikTok in Germany, France, Italy, the Netherlands and Belgium added €4.8 billion to GDP and supported 51,100 jobs (2023). Source: Oxford Economics for TikTok, 2024

Most Popular B2B Use Cases on TikTok

  • Employer branding & recruitment — Behind-the-scenes content, employee stories and showcasing company culture.
  • Thought leadership — Short educational videos sharing industry insights and expertise.
  • Product demos — Quick demonstrations of software, tools or services in a casual format.
  • Event promotion — Teaser content for webinars, conferences and live events.
  • User-generated content — Engaging customers and partners in brand building through challenges.

For B2B teams that want to pair TikTok employer branding with hard pipeline, layering it on top of LinkedIn through a LinkedIn Ads agency tends to deliver the best of both worlds.

09 — Takeaways

Key takeaways

What do all these numbers mean for your marketing strategy? Below are the most important takeaways from over 50 TikTok statistics.

1

TikTok is mainstream

TikTok ads reach 2.33 billion people worldwide and 6.30 million Dutch adults, 41.9% of all adults in the Netherlands. Ad reach is not the same as active users, but the direction is clear: +17.4% in a year.

2

Engagement beats everything

Brand posts on TikTok averaged 3.70% engagement in 2025, against 0.48% on Instagram and 0.15% on Facebook. Shares per post rose 45%.

3

Not just Gen Z

In the US, 65% of 18-29-year-olds use TikTok, but so do 45% of 30-49-year-olds and 31% of 50-64-year-olds. Worldwide, 25-34-year-olds form the largest ad audience.

4

The entry budget is low

A campaign starts at a daily budget of just over $50. TikTok already takes 17.2% of Dutch social ad spend. There is no reliable public CPC or CPM benchmark, so test with your own data.

5

Social commerce is exploding

TikTok Shop sold $64.3 billion in 2025, 94% more than in 2024, and has been live in the Netherlands since 15 June 2026.

6

Businesses are investing more

27.64% of marketers plan to invest more in TikTok. For Dutch SMEs, Oxford Economics estimates €629 million in GDP and 6,000 jobs in 2023 (commissioned by TikTok).

Sources & methodology

The statistics on this page come from the sources below; every figure on the page links directly to its source. DataReportal figures are advertising reach from TikTok's ad tools, not monthly active users. TikTok publishes no global or Dutch user count, so we do not show one. International figures are labelled as such; US survey data are marked as US. All figures were checked against their sources on 9 November 2026.

DataReportal: Essential TikTok stats (Oct 2026)
DataReportal: Digital 2026 Netherlands
DataReportal: Digital 2026 USA
DataReportal: Digital 2026 Global Overview (GWI, Similarweb)
Pew Research Center: Social Media Fact Sheet 2026
Pew Research Center: Teens and Social Media 2025
Pew Research Center: Social Media and News 2026
Reuters Institute: Digital News Report 2026
Socialinsider: Social Media Benchmarks 2026
HubSpot: State of Marketing 2025
DDMA: Social Advertising Benchmark 2026
TikTok: DSA transparency report H1 2026
TikTok: TikTok Shop expands across Europe
Oxford Economics: The TikTok Effect (2024)
TikTok Ads Help Center: budgets
Momentum Works: TikTok Shop 2025
Sensor Tower via Jing Daily (2026)
Similarweb: Top Websites (Sep 2026)
Data Protection Commission (2023, 2025)
Newcom and Jong Geluid (2026)

Updated: 9 November 2026. Have a comment or correction? Get in touch.

Frequently Asked Questions

FAQ: TikTok statistics

How many TikTok users are there in the Netherlands in 2026?

TikTok does not publish user numbers per country. According to DataReportal, TikTok ads reached 6.30 million Dutch adults (18+) at the end of 2025, 41.9% of all adults and 670,000 (+11.9%) more than a year earlier. That is advertising reach, not the number of active users. Newcom reports strong growth for TikTok in the Netherlands in 2026 but publishes no public user count.

What is the average engagement rate on TikTok?

In Socialinsider's benchmark of more than 40 million TikTok brand posts, the average engagement rate (by followers) was 3.70% in 2025, up from 2.50% in 2024. In Q3 2026 it was 2.50%, still the highest of the four platforms measured. For comparison: Instagram 0.48%, Facebook 0.15% and X 0.12% in 2025.

How much does TikTok advertising cost?

TikTok does not publish average CPC or CPM rates, and we found no public benchmark with a transparent method, so we do not show one. What is fixed: a campaign needs a daily budget of more than $50 and an ad group more than $20 (TikTok Ads Help Center). In the Netherlands, TikTok accounts for 17.2% of social advertising spend in the DDMA Social Advertising Benchmark 2026.

How much time do users spend on TikTok per day?

Similarweb data published by DataReportal show that the typical TikTok user spends 1 hour and 37 minutes per day in the Android app, opening it about 10 times per day for sessions of 9 minutes and 42 seconds. There is no public Dutch figure for daily time spent on TikTok.

Is TikTok suitable for B2B marketing?

Yes, more and more companies use TikTok for employer branding, thought leadership and product demos. In HubSpot's 2025 State of Marketing, 27.64% of marketers planned to invest more in TikTok. Oxford Economics (commissioned by TikTok) estimated that Dutch SMEs on TikTok added €629 million to GDP in 2023 and supported 6,000 jobs. Want to learn more about what a social media marketing agency can do for you?

Next Step

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