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EMARKETER

TikTok in Western Europe 2023

The App Presents an Opportunity Worth 100 Million Users and $3 Billion

Report by Bill Fisher  |  Aug 25, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
TikTok user growth is strong in Western Europe, but it still lags other regions.
TikTok uptake is uneven across countries in the region.
TikTok still trails Facebook and Instagram by some distance.
TikTok has great advertising potential in Western Europe, but regulatory measures loom.
Media Gallery
About This Report
TikTok’s growing Western European user base means it should be an important consideration in the marketing mix. There’s strong advertising potential, too, though adherence to European regulation could be a limiting factor.
Topics
Social Media Users
Social Media Ad Spending
Western Europe
Table of Contents
Executive Summary
TikTok user growth is strong in Western Europe, but it still lags other regions.
TikTok uptake is uneven across countries in the region.
TikTok still trails Facebook and Instagram by some distance.
TikTok has great advertising potential in Western Europe, but regulatory measures loom.
Media Gallery

TikTok’s user base continues to grow in Western Europe—it will pass 100 million users next year. However, the region still lags others, and the platform has some ways to go before it catches up to Instagram and Facebook. As TikTok’s ad opportunities grow rapidly, marketers should incorporate the platform into their campaign plans. But this potential could be dampened slightly by the changes needed for TikTok to adhere to the Digital Services Act.

Key Question: How many TikTok users are there in Western Europe, and what does that mean for advertisers?

KEY STAT: TikTok users will account for 25% of the Western European population by 2026, but the platform will remain far less pervasive than Facebook and Instagram.

Here’s what’s in the full report

2files

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1chart

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Table of Contents

  1. Executive Summary
  2. TikTok user growth is strong in Western Europe, but it still lags other regions.
  1. TikTok uptake is uneven across countries in the region.
  2. TikTok still trails Facebook and Instagram by some distance.
  1. TikTok has great advertising potential in Western Europe, but regulatory measures loom.
  2. Media Gallery

Charts in This Report

TikTok Users in Western Europe, 2020-2027 (millions, % change, and % of population)

authors

Bill Fisher

Contributors

Debra Aho Williamson
Principal Analyst
Cosima Balletti-Thomas
Associate Forecasting Analyst
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Jennifer Merritt
Vice President, Content
Tracy Tang
Senior Researcher
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