Western Europe TikTok Marketing 2024

Regulatory Concerns Aren’t Impeding User Engagement or Platform Innovations

Report by Bill Fisher  | Aug 27, 2024
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Executive Summary
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Table of Contents
Executive Summary
Western Europe TikTok users will top 100 million this year
The advertising potential is huge, but livestreaming is gaining influence
Regulatory hurdles remain a concern
Western Europe remains important for TikTok, with the UK being a particular focus
Sources
Media Gallery
About This Report
Western Europe isn’t the biggest market for TikTok in terms of user numbers. But its users are highly engaged and digitally savvy, so the platform should be an attractive proposition for marketers.
Topics
Social Media Marketing
Social Media Users
Western Europe
Table of Contents
Executive Summary
Western Europe TikTok users will top 100 million this year
The advertising potential is huge, but livestreaming is gaining influence
Regulatory hurdles remain a concern
Western Europe remains important for TikTok, with the UK being a particular focus
Sources
Media Gallery

Western Europe is not the biggest market for TikTok in terms of user numbers. And regulatory scrutiny of the platform is incredibly high in the region. But if brands want to find engaged and enthusiastic audiences, they should head to TikTok.

Key Question: How much of an opportunity does TikTok present to marketers in Western Europe?

TikTok's Reported Revenues for the EU Are Skyrocketing (millions in total TikTok revenues in the EU, 2019-2022)
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Key Stat: TikTok’s total revenues in the EU reached almost $1.50 billion in 2022, representing 179% growth over the previous year.

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Table of Contents

  1. Executive Summary
  2. Western Europe TikTok users will top 100 million this year
  3. The advertising potential is huge, but livestreaming is gaining influence
  1. Regulatory hurdles remain a concern
  2. Western Europe remains important for TikTok, with the UK being a particular focus
  3. Sources
  1. Media Gallery

Charts in This Report

TikTok's Reported Revenues for the EU Are Skyrocketing (millions in total TikTok revenues in the EU, 2019-2022)Western Europe Has Relatively Few TikTok Users, but They're Proportionally Significant (millions of TikTok users and % of population, by region, 2024)
A Three-Speed Market: Meta Still Dominates, TikTok Is Gaining Fastest, and X Continues to Slide (% of social network users in Western Europe, by major platform, 2023-2028)By Time Spent, TikTok Overtook Snapchat in 2020, Instagram in 2022, and Is Now Closing In on Facebook (average minutes spent per day with social networks among UK adults, by platform, 2019-2026)
It Took 3 Years for GDPR Fines to Pass €1 Billion: 2 Years Later, Fines Had Quadrupled (millions in GDPR fines in the EU, July 2018-Oct 2023)TikTok Is the Second-Most Popular Social Media Platform for Social Commerce Purchases (% of UK digital buyers who have purchased via each social media platform in the past month, Feb 2024)
Social Media Platforms UK Digital Shoppers Look at Most Often for Shopping Inspiration, by Age, March 2024 (% of respondents)

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authors

Bill Fisher

Contributors

Jasmine Enberg
Vice President and Principal Analyst
Donte Gibson
Senior Chart Editor
Madan Kumar
Copy Editor
Heather Sprung
Senior Editor
Tracy Tang
Senior Researcher
Paul Verna
VP, Content