The video-sharing platform ikTok recently revealed that it has amassed 1 billion active users per month. TikTok reported 732 million monthly active users throughout the world in the spring of 2021, with 100 million based in the United States alone (and 50 million daily active users in the USA)

If we use the numbers that TikTok has provided, the rise is staggering: over 36% in just 6 months.

As of March 2019, there were 4.4 million monthly TikTok users in France.

Even if the restrictions have helped the site immensely (in May 2020, 35% of French people aged 15 to 24 (generation Z) utilised TikTok, up 27 percentage points from 2019), the social network’s popularity has expanded well beyond that demographic).

1. TikTok snacks on other forms of entertainment.

Users in the United States, Canada, the United Kingdom, France, Germany, Italy, Spain, and Indonesia participated in a research called Marketing Science Global Time Well Spent performed by Kantar.

TikTok users are actually devoting more of their leisure time to the platform and less to other traditional forms of media consumption, such as television, podcasts, online video streaming, online reading, online news consumption, social networking, and dating apps.

Around 35% of TikTokers report they watch less TV and less videos as a result of using TikTok.

The use of dating applications has decreased for 45% of TikTok users.

An improvement: 46% of TikTok users watch videos without interruptions.

Thus, TikTok claims, “that they have their entire concentration when viewing one video after another, especially compared to rival platforms,” where users’ attention wanders 37% of the time on average.

2. In what forms do users find the most success sharing their creativity on TikTok?

The research separates the actions of individuals from those of people in groups (such as households).


While exploring the app independently, TikTok users are looking for motivation and insight in addition to watching videos and following producers. TikTokers are broadening their horizons and coming up with new ideas on their own, from tasty new recipes to stylish new outfits and do-it-yourself projects.

A majority of TikTok users (59%) and foodies/Do-it-yourselfers (60%), in particular, utilise the app to keep up with the latest trends and find delicious new recipes. The majority of users, 69%, subscribe to channels, and 71% regularly watch videos.

As A Team

The data reveals that users of the video-sharing app TikTok often send and receive material from one another. When they get together,

Almost two-thirds of users will show a video to a loved one.

Over two-thirds of people will take part in a hashtag challenge.

Around half (56%) of all internet users have filmed a movie or created their own material.

3. In what ways do TikTok users’ actions change as a result of spending time on the app?

A correlation between TikTok use and customer attitudes and, more crucially, behaviour was also investigated.

Eighty-one percent of TikTok users indicate they want to maintain or increase their current level of usage.

The vast majority of viewers (92%) say they respond to videos in some way, whether it’s clicking “like,” “commenting,” “sharing,” “following,” or “buying” after viewing.

According to surveys, 25% of TikTok users report doing product-related research or purchasing as a direct result of using the app.

4. TikTok’s primary demographic is members of Generation Z.

This age group is the most represented on TikTok in France, as demonstrated by the Médiamétrie research.

According to new research from Kantar, millennials and Generation Z users had the highest levels of TikTok engagement (those born after 1996). Yet in other regions, such as the United States, Canada, and Europe, it’s Gen Z who is primarily responsible for the success of TikTok’s in-app purchases.

Of those who have joined TikTok, 41% have cut back on their podcast consumption.
The proportion of those who watch less TV has decreased to 33%.
Half of video viewers say they choose to keep up with artists after seeing their work.
Twenty-five percent of users report taking action based on what they saw on TikTok.