Is TikTok’s Growth Really Slowing Down?
While there have been reports of TikTok’s growth slowing down recently, the latest EU usage numbers tell a different story. According to TikTok, it served 150 million EU monthly active users between February and July this year, showing a steady increase from previous reports.
With TikTok challenging a sell-off bill in the U.S. that could potentially lead to a ban or a sale to a U.S. company, the app is now focusing more on the European market. This shift in attention is evident in TikTok’s efforts to introduce new programs in the EU region, such as in-stream shopping features and more incentives for creators. This move is crucial as TikTok stands to lose around 170 million U.S. users if the sell-off bill is enacted.
Despite these challenges, TikTok remains a popular platform globally with a billion total active users. The app’s main usage markets include the U.S., Europe, Indonesia, Brazil, Mexico, and Vietnam, making up more than half of its global audience.
However, TikTok is still banned in India, which was once its biggest market. As the app navigates regulatory hurdles in different regions, its future growth and strategy will undoubtedly be impacted.
While losing the U.S. market would be a significant blow to TikTok, the app’s growth in Europe offers hope for its continued success. As TikTok expands its presence in the EU, we can expect to see more initiatives aimed at increasing user engagement and retention in the region.