Despite reports of slowing growth and cash incentives being offered to creators, TikTok’s latest EU usage numbers show that the app is still gaining more users at a steady rate. In compliance with the EU Digital Services Act, TikTok recently shared that it had 150 million monthly active users in Europe between February and July, which is an increase from the previous year.
With the uncertainty surrounding TikTok’s future in the U.S. due to a potential sell-off, Europe has become a more critical market for the app. TikTok has been investing in new programs in the EU region, such as in-stream shopping features and more incentives for creators. This shift in focus is essential as TikTok faces the possibility of losing 170 million U.S. users.
Currently, TikTok has a billion active users worldwide, with its main usage markets being in the U.S., Europe, Indonesia, Brazil, Mexico, and Vietnam. These regions account for more than half of TikTok’s global audience and present significant growth opportunities for the app. It is worth noting that TikTok is still banned in India, a market where other social apps are experiencing rapid growth.
While TikTok’s growth in Europe is a positive sign amidst global uncertainties, losing the U.S. market will undoubtedly impact the app. TikTok may need to reevaluate its strategy and approach to remain competitive in the absence of a significant user base. Despite the challenges ahead, TikTok’s continued growth in Europe provides hope for the app’s future success.
As TikTok navigates through turbulent waters in the global market, its focus on expanding its user base in Europe is a strategic move. By investing in new programs and initiatives in the EU region, TikTok aims to maintain its growth momentum and offset potential losses in other markets. The coming months will be crucial for TikTok as it seeks to solidify its presence in Europe and adapt to the changing dynamics of the social media landscape.
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