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Digital 2022: Essential TikTok Stats for Q2 2022 v01

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Digital 2022: Essential TikTok Stats for Q2 2022 v01

This presentation contains DataReportal’s update on TikTok adoption and use around the world in April 2022, including the number of TikTok users by country, and insights into TikTok’s audience demographics (i.e. TikTok users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms

This presentation contains DataReportal’s update on TikTok adoption and use around the world in April 2022, including the number of TikTok users by country, and insights into TikTok’s audience demographics (i.e. TikTok users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms

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Digital 2022: Essential TikTok Stats for Q2 2022 v01

  1. 1. THE LATEST DATA FOR TIKTOK ADOPTION AND USE AROUND THE WORLD TIKTOK Q2 2022
  2. 2. The “potential audience” figures shown in this report use data published in ByteDance’s advertising resources, and represent TikTok’s potential advertising reach. ByteDance‘s tools publish audience data as a range (e.g. 25,000–30,000), and we use the mid-point of these published ranges as the basis for our reporting. However, for various reasons, please note that these advertising audience reach figures may not match TikTok’s monthly active user figures, and should not be treated as such. ByteDance’s advertising resources only report data for audiences aged 18 and above, even though the same tools allow advertisers to serve advertising to users aged 13 and above. Similarly, ByteDance’s tools only report audience reach data for a limited selection of countries and territories, whereas its total active user base likely includes users outside of these geographies. Meanwhile, individual user behaviours and legal restrictions may mean that some active users are not shown any advertising on the platform during a particular reporting period. Conversely, audience figures may not represent unique individuals. This is because some people may manage multiple accounts on the same platform, and because some accounts may represent “non-human” entities such as businesses, pets, groups and organisations, buildings, locations, and more, regardless of platform rules governing such accounts. Furthermore, despite their best efforts, it’s unlikely that platforms will be able to remove all “fake” accounts from their audience figures. As a result, it’s not uncommon for platforms’ advertising audience figures to exceed figures for total population, for population by age, or for internet users. So, while it may seem surprising to see audience figures that exceed the total eligible population or internet user base, these audience figures are not necessarily incorrect, and we’ve chosen to publish them as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. Please also note that changes in audience figures over time may be the result of corrections in ByteDance’s source data due to methodology revisions or the removal of duplicate, fake, or ineligible accounts, and such changes may not necessarily represent a change in genuine user numbers. IMPORTANT NOTES !
  3. 3. ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD DIGITAL 2022 LOCAL COUNTRY HEADLINES REPORT THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2022 CLICK HERE TO READ OUR DIGITAL 2022 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL ADOPTION IN EVERY COUNTRY AROUND THE WORLD CLICK HERE TO READ OUR FLAGSHIP DIGITAL 2022 GLOBAL OVERVIEW REPORT, PACKED WITH ALL THE NUMBERS YOU NEED TO MAKE SENSE OF THE CURRENT STATE OF DIGITAL EXPLORE OUR COMPLETE COLLECTION OF DIGITAL 2022 GLOBAL DATA
  4. 4. DATAREPORTAL.COM/LIBRARY FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:
  5. 5. GLOBAL HEADLINES
  6. 6. 7 19.4% 17.4% 56.0% 44.0% 970.2 12.2% +9.6% [N/A] MILLION +85 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. GLOBAL OVERVIEW THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TIKTOK: GLOBAL ADVERTISING AUDIENCE APR 2022
  7. 7. 8 23.8% 17.1% 7.2% 3.7% 2.4% 17.9% 13.9% 6.1% 3.0% 1.7% 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55+ YEARS OLD FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: BYTEDANCE’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. PERCENTAGES SHOWN HERE REPRESENT SHARE OF AUDIENCE AGED 18 AND ABOVE ONLY. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”, BUT VALUES DO NOT SUM TO TOTAL USERS, SO PERCENTAGES MAY NOT SUM TO 100%. GLOBAL OVERVIEW SHARE OF TIKTOK’S ADVERTISING AUDIENCE AGED 18+ BY AGE GROUP AND GENDER TIKTOK: ADVERTISING AUDIENCE PROFILE APR 2022 DATAREPORTAL
  8. 8. 9 11 SAUDI ARABIA 23,615,000 92.4% 12 U.K. 23,384,000 43.2% 13 EGYPT 21,345,000 33.1% 14 IRAQ 20,155,000 84.7% 15 GERMANY 19,508,500 28.0% 16 FRANCE 19,302,000 37.3% 17 JAPAN 16,279,500 15.2% 18 MALAYSIA 15,983,500 66.8% 19 ITALY 15,341,500 30.1% 20 SPAIN 14,979,500 38.7% 01 U.S.A. 136,418,000 52.3% 02 INDONESIA 99,072,000 51.1% 03 BRAZIL 73,580,500 45.3% 04 RUSSIA 51,304,000 45.0% 05 MEXICO 50,515,000 55.2% 06 VIETNAM 45,817,000 63.7% 07 PHILIPPINES 40,357,000 55.2% 08 THAILAND 38,375,000 68.2% 09 TURKEY 28,676,000 46.6% 10 PAKISTAN 24,052,000 17.6% # LOCATION REACH AGE 18+ REACH 18+ vs. POP. 18+ # LOCATION REACH AGE 18+ REACH 18+ vs. POP. 18+ SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; RANKING BASED ON AVAILABLE DATA. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. FIGURES IN THE “REACH 18+ vs. POP. 18+” COLUMN SHOW TIKTOK’S ADVERTISING REACH FOR AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+. GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST TIKTOK ADVERTISING AUDIENCES AGED 18+ TIKTOK AD REACH RANKING APR 2022
  9. 9. 10 11 CHILE 62.7% 9,321,500 12 PERU 56.0% 13,328,500 13 BAHRAIN 55.4% 776,000 14 PHILIPPINES 55.2% 40,357,000 15 MEXICO 55.2% 50,515,000 16 IRELAND 53.9% 2,045,000 17 U.S.A. 52.3% 136,418,000 18 INDONESIA 51.1% 99,072,000 19 LEBANON 49.7% 2,378,000 20 ISRAEL 48.1% 2,891,500 01 SAUDI ARABIA 92.4% 23,615,000 02 U.A.E. 88.4% 7,327,500 03 IRAQ 84.7% 20,155,000 04 KUWAIT 82.7% 2,723,000 05 QATAR 71.9% 1,790,500 06 THAILAND 68.2% 38,375,000 07 MALAYSIA 66.8% 15,983,500 08 KAZAKHSTAN 65.8% 8,388,000 09 CAMBODIA 63.9% 7,020,500 10 VIETNAM 63.7% 45,817,000 # LOCATION REACH 18+ vs. POP. 18+ REACH AGE 18+ # LOCATION REACH 18+ vs. POP. 18+ REACH AGE 18+ SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; RANKING BASED ON AVAILABLE DATA. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. FIGURES IN THE “REACH 18+ vs. POP. 18+” COLUMN SHOW TIKTOK’S ADVERTISING REACH FOR AUDIENCES AGED 18+ COMPARED WITH POPULATION AGED 18+. GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE TIKTOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 18+ TIKTOK AD REACH RATE RANKING APR 2022
  10. 10. LOCAL MARKET DATA
  11. 11. 12 32.2% 38.7% 64.4% 35.6% 12.66 27.6% +11.6% [N/A] MILLION +1.3 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. ARGENTINA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK ARGENTINA APR 2022
  12. 12. 13 33.3% 39.4% 56.8% 43.2% 7.88 30.3% +6.7% [N/A] MILLION +498 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. AUSTRALIA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK AUSTRALIA APR 2022
  13. 13. 14 23.5% 26.5% 52.3% 47.7% 1.98 21.9% +13.1% [N/A] MILLION +230 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. AUSTRIA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK AUSTRIA APR 2022
  14. 14. 15 44.2% 55.4% 43.9% 56.1% 776.0 43.7% +10.9% [N/A] THOUSAND +77 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. BAHRAIN THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK BAHRAIN APR 2022
  15. 15. 16 42.4% 45.4% 57.0% 43.0% 3.41 36.1% +10.7% [N/A] MILLION +330 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. BELARUS THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK BELARUS APR 2022
  16. 16. 17 28.8% 34.0% 55.1% 44.9% 3.16 27.1% +8.5% [N/A] MILLION +248 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. BELGIUM THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK BELGIUM APR 2022
  17. 17. 18 42.1% 45.3% 62.7% 37.3% 73.58 34.2% -0.7% [N/A] MILLION -489 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. BRAZIL O R D E M E P R O G R E S S O THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK BRAZIL APR 2022
  18. 18. 19 52.1% 63.9% 52.4% 47.6% 7.02 41.0% +5.1% [N/A] MILLION +340 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. CAMBODIA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK CAMBODIA APR 2022
  19. 19. 20 32.6% 39.0% 59.3% 40.7% 12.11 31.6% +8.3% [N/A] MILLION +925 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. CANADA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK CANADA APR 2022
  20. 20. 21 52.7% 62.7% 60.7% 39.3% 9.32 48.4% +9.0% [N/A] MILLION +773 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. CHILE THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK CHILE APR 2022
  21. 21. 22 41.6% 39.4% 61.8% 38.2% 14.94 29.0% +9.4% [N/A] MILLION +1.3 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COLOMBIA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK COLOMBIA APR 2022
  22. 22. 23 18.0% 19.9% 57.0% 43.0% 1.74 16.2% +19.3% [N/A] MILLION +282 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. CZECHIA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK CZECHIA APR 2022
  23. 23. 24 22.2% 27.4% 56.6% 43.4% 1.28 22.0% +12.1% [N/A] MILLION +139 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. DENMARK THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK DENMARK APR 2022
  24. 24. 25 28.1% 33.1% 40.2% 59.8% 21.35 20.2% +5.3% [N/A] MILLION +1.1 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. EGYPT THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK EGYPT APR 2022
  25. 25. 26 25.3% 30.2% 54.1% 45.9% 1.36 24.5% +13.1% [N/A] MILLION +158 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. FINLAND THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK FINLAND APR 2022
  26. 26. 27 31.7% 37.3% 54.8% 45.2% 19.30 29.4% +10.4% [N/A] MILLION +1.8 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. FRANCE THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK FRANCE APR 2022
  27. 27. 28 25.0% 28.0% 52.5% 47.5% 19.51 23.3% +14.8% [N/A] MILLION +2.5 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. GERMANY THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK GERMANY APR 2022
  28. 28. 29 31.5% 31.1% 52.3% 47.7% 2.69 26.0% +14.4% [N/A] MILLION +339 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. GREECE THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK GREECE APR 2022
  29. 29. 30 27.6% 29.8% 53.1% 46.9% 2.36 24.6% +9.1% [N/A] MILLION +198 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. HUNGARY THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK HUNGARY APR 2022
  30. 30. 31 46.3% 51.1% 64.6% 35.4% 99.07 35.6% +7.6% [N/A] MILLION +7.0 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. INDONESIA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK INDONESIA APR 2022
  31. 31. 32 80.1% 84.7% 32.6% 67.4% 20.16 48.1% [N/A] [N/A] MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. IRAQ THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK IRAQ APR 2022
  32. 32. 33 41.2% 53.9% 57.9% 42.1% 2.05 40.8% +8.8% [N/A] MILLION +166 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. IRELAND THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK IRELAND APR 2022
  33. 33. 34 36.1% 48.1% 48.4% 51.6% 2.89 32.5% +15.6% [N/A] MILLION +391 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. ISRAEL THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK ISRAEL APR 2022
  34. 34. 35 30.1% 30.1% 54.3% 45.7% 15.34 25.4% +15.4% [N/A] MILLION +2.0 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. ITALY THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK ITALY APR 2022
  35. 35. 36 13.8% 15.2% 57.7% 42.3% 16.28 13.0% +7.1% [N/A] MILLION +1.1 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. JAPAN THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK JAPAN APR 2022
  36. 36. 37 51.0% 65.8% 56.1% 43.9% 8.39 43.8% +15.5% [N/A] MILLION +1.1 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. KAZAKHSTAN THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK KAZAKHSTAN APR 2022
  37. 37. 38 9.8% 11.2% 56.8% 43.2% 4.91 9.6% +0.3% [N/A] MILLION +17 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. KOREA SOUTH THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK SOUTH KOREA APR 2022
  38. 38. 39 63.0% 82.7% 40.7% 59.3% 2.72 62.3% +10.1% [N/A] MILLION +249 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. KUWAIT THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK KUWAIT APR 2022
  39. 39. 40 39.6% 49.7% 46.9% 53.1% 2.38 35.5% [N/A] [N/A] MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. LEBANON THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK LEBANON APR 2022
  40. 40. 41 53.9% 66.8% 56.4% 43.6% 15.98 48.3% +9.5% [N/A] MILLION +1.4 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. MALAYSIA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK MALAYSIA APR 2022
  41. 41. 42 52.0% 55.2% 59.9% 40.1% 50.52 38.5% +9.8% [N/A] MILLION +4.5 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. MEXICO THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK MEXICO APR 2022
  42. 42. 43 20.4% 24.9% 50.9% 49.1% 6.46 17.2% +8.2% [N/A] MILLION +491 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. MOROCCO THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK MOROCCO APR 2022
  43. 43. 44 32.9% 38.9% 57.9% 42.1% 5.43 31.6% +13.2% [N/A] MILLION +632 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. NETHERLANDS THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK THE NETHERLANDS APR 2022
  44. 44. 45 34.2% 42.1% 58.7% 41.3% 1.58 32.4% +8.4% [N/A] MILLION +123 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. NEW ZEALAND THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK NEW ZEALAND APR 2022
  45. 45. 46 28.9% 36.1% 54.1% 45.9% 1.58 28.6% +9.3% [N/A] MILLION +134 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. NORWAY THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK NORWAY APR 2022
  46. 46. 47 34.0% 43.8% 34.8% 65.2% 1.72 32.4% +13.5% [N/A] MILLION +204 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. OMAN THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK OMAN APR 2022
  47. 47. 48 29.0% 17.6% 17.7% 82.3% 24.05 10.5% +31.7% [N/A] MILLION +5.8 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. PAKISTAN THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK PAKISTAN APR 2022
  48. 48. 49 60.7% 56.0% 59.3% 40.7% 13.33 39.7% +9.5% [N/A] MILLION +1.2 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. PERU THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK PERU APR 2022
  49. 49. 50 52.9% 55.2% 63.3% 36.7% 40.36 36.0% +12.2% [N/A] MILLION +4.4 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. PHILIPPINES THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK THE PHILIPPINES APR 2022
  50. 50. 51 27.4% 29.1% 58.2% 41.8% 9.01 23.9% +16.9% [N/A] MILLION +1.3 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. POLAND THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK POLAND APR 2022
  51. 51. 52 34.3% 34.6% 58.3% 41.7% 2.96 29.2% +4.9% [N/A] MILLION +138 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. PORTUGAL THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK PORTUGAL APR 2022
  52. 52. 53 60.9% 71.9% 29.0% 71.0% 1.79 60.3% +16.3% [N/A] MILLION +252 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. QATAR THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK QATAR APR 2022
  53. 53. 54 39.6% 42.8% 51.4% 48.6% 6.64 34.8% +4.3% [N/A] MILLION +271 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. ROMANIA THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK ROMANIA APR 2022
  54. 54. 55 39.5% 45.0% 53.5% 46.5% 51.30 35.2% -6.6% [N/A] MILLION -3.6 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. FEDERATION THE RUSSIAN THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK THE RUSSIAN FEDERATION APR 2022
  55. 55. 56 67.5% 92.4% 40.4% 59.6% 23.62 66.1% +5.5% [N/A] MILLION +1.2 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. ARABIA SAUDI THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK SAUDI ARABIA APR 2022
  56. 56. 57 36.1% 39.0% 53.2% 46.8% 1.97 33.2% +7.9% [N/A] MILLION +144 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. SINGAPORE THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK SINGAPORE APR 2022
  57. 57. 58 17.6% 18.5% 56.3% 43.7% 7.46 12.3% +15.8% [N/A] MILLION +1.0 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. AFRICA SOUTH THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK SOUTH AFRICA APR 2022
  58. 58. 59 34.1% 38.7% 59.7% 40.3% 14.98 32.1% +9.1% [N/A] MILLION +1.3 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. SPAIN THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK SPAIN APR 2022
  59. 59. 60 31.9% 39.2% 55.9% 44.1% 3.16 30.9% +10.6% [N/A] MILLION +302 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. SWEDEN THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK SWEDEN APR 2022
  60. 60. 61 23.1% 27.6% 51.8% 48.2% 1.99 22.7% +15.7% [N/A] MILLION +270 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. SWITZERLAND THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK SWITZERLAND APR 2022
  61. 61. 62 21.2% 22.8% 50.5% 49.5% 4.61 19.3% +10.8% [N/A] MILLION +449 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. TAIWAN THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TAIWAN APR 2022
  62. 62. 63 70.4% 68.2% 60.2% 39.8% 38.38 54.8% +7.2% [N/A] MILLION +2.6 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. THAILAND THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK THAILAND APR 2022
  63. 63. 64 40.9% 46.6% 38.8% 61.2% 28.68 33.6% +8.0% [N/A] MILLION +2.1 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. TURKEY THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK TURKEY APR 2022
  64. 64. 65 28.2% 26.1% 55.7% 44.3% 9.17 21.2% -13.1% [N/A] MILLION -1.4 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. UKRAINE THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK UKRAINE APR 2022
  65. 65. 66 73.6% 88.4% 31.0% 69.0% 7.33 72.8% +9.1% [N/A] MILLION +610 THOUSAND [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. ARAB EMIRATES THE UNITED THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK THE UNITED ARAB EMIRATES APR 2022
  66. 66. 67 34.9% 43.2% 58.7% 41.3% 23.38 34.2% +7.2% [N/A] MILLION +1.6 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. KINGDOM THE UNITED THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK THE UNITED KINGDOM APR 2022
  67. 67. 68 44.4% 52.3% 61.3% 38.7% 136.4 40.8% +4.2% [N/A] MILLION +5.5 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. OF AMERICA THE UNITED STATES THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK THE UNITED STATES OF AMERICA APR 2022
  68. 68. 69 63.5% 63.7% 53.4% 46.6% 45.82 46.4% +14.8% [N/A] MILLION +5.9 MILLION [NEW DATA POINT] 90 TIKTOK AD REACH AGE 18+ vs. TOTAL INTERNET USERS TIKTOK AD REACH AGE 18+ vs. POPULATION AGE 18+ FEMALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH MALE TIKTOK AD REACH vs. TOTAL TIKTOK AD REACH POTENTIAL REACH OF ADS ON TIKTOK (AGE 18+ ONLY) TIKTOK AD REACH AGE 18+ vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TIKTOK AD REACH YEAR-ON-YEAR CHANGE IN TIKTOK AD REACH SOURCES: BYTEDANCE’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: DOES NOT INCLUDE DATA FOR DOUYIN IN CHINA. DATA ARE NOT AVAILABLE FOR ALL LOCATIONS; FIGURES BASED ON AVAILABLE LOCATIONS ONLY. FIGURES USE THE MIDPOINT OF PUBLISHED RANGES. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH AUDIENCE DATA FOR USERS AGED 18 AND ABOVE, BUT ALLOW MARKETERS TO TARGET ADS TO USERS AGED 13 AND ABOVE. BYTEDANCE’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. VIETNAM THE POTENTIAL AUDIENCE AGED 18+ THAT MARKETERS CAN REACH WITH ADS ON TIKTOK VIETNAM APR 2022
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  71. 71. Learn more at kepios.com LEARN MORE » LEARN MORE » LEARN MORE » LEARN MORE » LEARN MORE » Go beyond headlines and hypotheses to understand what people are really doing online, and turn insights into actionable plans and results. We research and produce white-label content and co- branded reports that offer rich insights into what people everywhere are doing online. Add our team’s experience and insight to your decision- making. Available through regular, retained advisory, or ad hoc for one-off sessions. Custom keynote presentations that bring the latest digital trends to life at conferences, events, and private meetings, whether online or in person. Interactive briefings that make it easy to keep track of digital trends, and identify how evolving behaviours will impact future success. CONSUMER RESEARCH REPORTS & CONTENT ADVISORY SERVICES KEYNOTE PRESENTATIONS DIGITAL BRIEFINGS In addition to producing the Global Digital Reports, we also offer: Kepios helps the world understand what’s really happening online. MAKE SENSE OF DIGITAL TRENDS
  72. 72. This report has been compiled by Kepios Pte. Ltd. (“Kepios”) for informational purposes only, and relies on data from a wide variety of sources, including but not limited to public and private companies, market research firms, government agencies, NGOs, and private individuals. While Kepios strives to ensure that all data and charts contained in this report are, as at the time of publishing, accurate and up-to-date, neither Kepios nor any of the other brands or organisations featured or referenced herein shall be responsible for any errors or omissions contained in this report, or for the results obtained from its use. All information contained in this report is provided “as is”, with no guarantee whatsoever of its accuracy, completeness, correctness or non-infringement of third- party rights and without warranty of any kind, express or implied, including without limitation, warranties of merchantability or fitness for any particular purpose. shall, to the fullest extent permitted by law, be liable to you or anyone else for any direct, indirect, punitive, incidental, special, consequential, exemplary or similar loss or damage, or loss or damage of any kind, suffered by you or anyone else as a result of any use, action or decision taken by you or anyone else in any way connected to this report or the information contained herein, or the result(s) thereof, even if advised of the possibility of such loss or damage. This report may contain reference to third- party data providers, however this report does not endorse any such third parties or their products or services, nor is this report sponsored by, endorsed by or associated with such third parties. This report is subject to change without notice. To ensure that you have the most recent version of this report, and to access all of the reports in this ongoing series, please visit our reports website at https://datareportal.com/. This report contains data, tables, figures, maps, flags, analyses and technical notes that relate to various geographical territories around the world, however reference to these territories and any associated elements (including names and flags) does not imply the expression of any opinion whatsoever on the part of Kepios or any of the other featured brands, nor any of those organisations’ partners, affiliates, employees or agents, concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. This report is provided with the understanding that it does not constitute professional advice or services of any kind and should therefore not be substituted for independent investigations, thought or judgment. Accordingly, neither Kepios nor any of the brands and organisations featured or cited herein, nor any of their partners, affiliates, group companies, employees or agents DISCLAIMER AND IMPORTANT NOTES
  73. 73. DATAREPORTAL.COM REPORTS@KEPIOS.COM @ESKIMON SIMON KEMP

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