TikTok Statistics 2026

01 — Users

TIKTOK USERS WORLDWIDE & NETHERLANDS

TikTok continues to grow as one of the fastest-growing social media platforms in the world. With 1.8 billion monthly active users in Q1 2026, the platform has become indispensable. In the Netherlands, TikTok now counts 4.2 million active users, an 18% increase compared to 2025 (Newcom, DataReportal).

Worldwide

1.8B

Monthly active users in Q1 2026 (TikTok, DataReportal)

Netherlands

4.2M

Active Dutch users, +18% vs. 2025 (Newcom, 2026)

Growth

+14%

Global user growth year-over-year (Statista, 2026)

TIKTOK USERS BY REGION

Southeast Asia 510M (28%)

South Asia 340M (19%)

Middle East & Africa 280M (16%)

North America 230M (13%)

Latin America 230M (12%)

Europe 210M (12%)

Source: DataReportal Digital 2026, Statista TikTok Regional Breakdown Q1 2026

150+

Countries available

TikTok is available in over 150 countries and 75 languages

4.7B

Total downloads

Cumulative since launch (Sensor Tower, 2026)

#4

DEMOGRAPHICS & USAGE BEHAVIOR

TikTok is no longer just for Gen Z. The share of users over 30 is growing rapidly. The average session duration is 95 minutes per day, making TikTok the leader among all social media platforms. In the Netherlands, daily usage averages around 72 minutes (Kantar, Hootsuite).

AGE DISTRIBUTION TIKTOK NETHERLANDS

13-17 years 22%

18-24 years 31%

25-34 years 24%

35-44 years 13%

45+ years 10%

Source: Newcom Research 2026, DataReportal Netherlands

95 MIN

Avg. time/day (global)

DataReportal 2026

72 MIN

Avg. time/day (NL)

Kantar Media 2026

19x

App opens per day

Sensor Tower 2026

54%

Female users

Statista Global 2026

Notable Usage Statistics

67% of users say TikTok inspires them to shop, even when they had no intention to (TikTok Marketing Science).
The share of 35+ users grew by 48% in the past year, making it the fastest-growing age group.
40% of Gen Z uses TikTok as a search engine instead of Google for local recommendations (Google Internal Data, 2025).
The average user scrolls through 230 videos per session (Hootsuite Social Trends 2026).
1 in 3 users watches TikTok content via a desktop browser, not just on mobile (SimilarWeb).

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's algorithm delivers uniquely high organic reach. The average engagement rate ranges between 4% and 8%, many times higher than on other platforms. This viral potential makes TikTok especially attractive for brands looking to build reach quickly.

ENGAGEMENT RATE BY ACCOUNT SIZE

Account Size	Engagement Rate	Avg. Views/Video	Avg. Likes/Video
Nano (1K-10K)	8.2%	2,500	205
Micro (10K-100K)	6.8%	12,000	816
Mid-tier (100K-500K)	5.1%	45,000	2,295
Macro (500K-1M)	4.3%	120,000	5,160
Mega (1M+)	3.6%	350,000	12,600

Source: Hootsuite Social Trends 2026, Statista Influencer Marketing Report

34 SEC

Optimal video length

Videos of 21-34 seconds perform 47% better on average (TikTok Creative Center)

1.2M

Videos uploaded per hour

More than 28 million videos per day worldwide (Wallaroo Media)

92%

Videos with sound

Of TikTok videos contain audio, of which 88% include music (TikTok)

2.5x

Viral reach advantage

TikTok content reaches 2.5x more non-followers than Instagram Reels

83%

Discovery via For You

Of all views come through the For You page, not from followers (TikTok)

3-5

Hashtags per video

Optimal number of hashtags for maximum reach (Hootsuite Best Practices)

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

04 — Ads Benchmarks

TIKTOK ADS BENCHMARKS 2026

TikTok Ads Manager offers an expanding range of options for advertisers. With a relatively low CPC and high engagement rates, the platform delivers strong ROI — provided the creative assets match the native content style of the platform (Insider Intelligence, Kantar).

$0.92

Avg. CPC (NL)

$9.20

Avg. CPM (NL)

1.8%

Avg. CTR In-Feed

$50

Min. Budget/Day

AD FORMATS & BENCHMARKS

Format	Avg. CTR	Avg. CPM	Best For
In-Feed Ads	1.2% - 2.5%	$6.50 - $13	Traffic, conversions, app installs
TopView Ads	12% - 16%	$49 - $70	Brand awareness, launches
Branded Hashtag Challenge	8% - 12%	Fixed: $100K+	UGC, viral campaigns
Spark Ads	2.1% - 4.2%	$5.40 - $11	Boosting authentic content
TikTok Shopping Ads	1.5% - 3.0%	$7.60 - $15	E-commerce, product sales
Branded Effects	5% - 9%	Fixed: $50K+	Interaction, brand experience

Source: Insider Intelligence TikTok Ads Report 2026, Kantar Media Reactions 2026, TikTok Business Center

$23.6B

TikTok Ad Revenue 2026

Global advertising revenue (Insider Intelligence)

+31%

Ad spend growth

Year-over-year increase in TikTok ad spend (Kantar)

73%

Native ads perform better

Ads that look like organic content perform 73% better (TikTok)

05 — Social Commerce

TIKTOK SHOP & SOCIAL COMMERCE

TikTok Shop enables users to purchase directly within the app. In 2026, social commerce via TikTok has become a serious sales channel, particularly in the US and Southeast Asia. The European rollout is gradually expanding. The hashtag #TikTokMadeMeBuyIt has over 82 billion views (TikTok, Statista).

$20B

TikTok Shop GMV 2026

82B

#TikTokMadeMeBuyIt views

37%

Buy after TikTok discovery

+115%

TikTok Shop Growth YoY

Social Commerce Trends on TikTok

TikTok Shop is active in 12 markets, including the US, UK, and multiple Southeast Asian countries. European rollout is expected in 2026-2027.
Live shopping generates 3x higher conversion than regular In-Feed Shopping Ads (TikTok Business).
Beauty & personal care is the largest product category on TikTok Shop (28%), followed by apparel (22%) and electronics (15%).
The average order value on TikTok Shop is $35 in the US and $18 in Southeast Asia (Statista).
Creator-affiliate marketing accounts for 42% of all TikTok Shop transactions (TikTok).
67% of TikTok users say content on the platform influences their purchasing decisions (TikTok Marketing Science).

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 how do the three major platforms compare? TikTok leads in engagement and organic reach, while YouTube Shorts wins on watch time and Instagram Reels on purchase intent (Hootsuite, DataReportal, Statista).

HEAD-TO-HEAD COMPARISON

Metric	TikTok	Instagram Reels	YouTube Shorts
MAU (worldwide)	1.8B	2.0B*	2.5B*
Avg. engagement rate	5.7%	1.5%	1.8%
Organic reach	Very high	Moderate	High
Avg. watch time/session	95 min	53 min**	105 min**
Max. video length	10 min	90 sec	60 sec
Avg. CPC (NL)	$0.92	$1.19	$0.70
Strongest age group	18-34	25-44	18-44
Social commerce	TikTok Shop	Instagram Shopping	Limited

* Instagram/YouTube MAU refers to the entire platform, not just short-form. ** Total platform time including long-form.
Sources: DataReportal 2026, Hootsuite Social Trends, Statista, Insider Intelligence

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. An increasing number of companies, including those in the B2B sector, are discovering the platform for employer branding, thought leadership and lead generation. In 2026, 24% of B2B marketers actively use TikTok (Hootsuite, LinkedIn B2B Institute).

11M+

Active business accounts

Worldwide active business accounts on TikTok (TikTok Business)

24%

B2B marketers on TikTok

Of B2B marketers actively use TikTok (Hootsuite B2B Survey)

85B

#Business views

The #business hashtag has over 85 billion views on TikTok

56%

SMBs see ROI

Of SMBs on TikTok report positive ROI (TikTok SMB Report)

3.2x

More job applications

Companies with an active TikTok account receive 3.2x more applications (Glassdoor)

68%

Employer branding

Of companies on TikTok use it primarily for employer branding

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.

08 — Trends & Predictions

TRENDS & PREDICTIONS 2026-2027

TikTok continues to evolve at a rapid pace. From AI-driven content to search functionality and social commerce: these are the most important trends and expectations for the next 12 months.

Search

TikTok as a search engine

TikTok Search is becoming increasingly important. The platform is investing heavily in search ads and SEO-like features. Prediction: 15% of search traffic will shift from Google to TikTok among Gen Z by 2027.

AI

AI-driven content creation

TikTok's AI tools (Symphony Creative Studio, AI avatars) are going mainstream. In 2026, 18% of all branded content on TikTok contains AI-generated elements (TikTok Creative Center).

Commerce

TikTok Shop Europe

Following success in the US and Asia, TikTok Shop is expected to launch in more European markets in 2026-2027. The Netherlands, Germany and France are high on the list (Bloomberg).

Long-form

Longer content

TikTok is increasing maximum video length and pushing creators toward 3-10 minute content. Watch time on videos over 3 minutes increased by 62% in 2025 (TikTok Newsroom).

Users

2 billion users by 2027

TikTok is expected to break the 2 billion MAU barrier in 2027, driven by growth in emerging markets and the 35+ segment (Statista Forecast).

Ads

Search Ads rollout

TikTok Search Ads Campaigns are being rolled out globally. Advertisers can bid on search terms within TikTok, similar to Google Ads (TikTok Business).

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

With 1.8 billion users and 4.2 million in the Netherlands, TikTok is no longer a niche platform. It reaches 24% of all Dutch internet users.

2

Engagement beats everything

With an average engagement rate of 5.7%, TikTok performs 3-4x better than Instagram and YouTube. Organic reach remains very strong.

3

Not just Gen Z

The 35+ segment is growing at 48% per year. The largest group is now 18-34, but decision-makers are increasingly reachable via TikTok.

4

Ads are cost-effective

With a CPC of $0.92 and CPM of $9.20, TikTok offers competitive advertising costs. Spark Ads and native content perform best.

5

Social commerce is exploding

TikTok Shop is growing at 115% year-over-year. 37% of users buy something after discovering it on TikTok. European rollout follows in 2026-2027.

6

B2B potential is underestimated

24% of B2B marketers are active on TikTok. Employer branding and thought leadership are the most successful applications. Early movers have the advantage.

Frequently Asked Questions

FAQ: TIKTOK STATISTICS

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

In 2026, TikTok has more than 4.2 million active users in the Netherlands. This represents approximately 18% growth compared to 2025. The largest user group is aged 18-34, but the 35+ segment is growing the fastest.

What is the average engagement rate on TikTok?

The average engagement rate on TikTok ranges between 4% and 8%, depending on the content type and account size. Micro-influencers (10K-100K followers) achieve an average engagement of 6.8%, significantly higher than Instagram (1.5%) and YouTube (1.8%).

How much does TikTok advertising cost?

The average CPC on TikTok is $0.92 and the average CPM is $9.20 in 2026. TikTok Ads requires a minimum budget of $50 per day at the campaign level. In-Feed Ads have an average CTR of 1.2% to 2.5%.

How much time do users spend on TikTok per day?

The average TikTok user spends 95 minutes per day on the platform. In the Netherlands, this is slightly lower at approximately 72 minutes per day. Users open the app an average of 19 times per day.

Is TikTok suitable for B2B marketing?

Yes, an increasing number of B2B companies are using TikTok for employer branding, thought leadership and brand awareness. In 2026, 24% of B2B marketers actively use TikTok. The #business hashtag has over 85 billion views. TikTok works particularly well for reaching younger decision-makers (ages 25-40). Want to learn more about what an AI marketing agency can do for you?

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