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State of the Screens

TikTok Dances Its Way To 1B Monthly Users

By September 30, 2021No Comments

2021-09-29_14-55-28

Big news #1: TikTok passed 1B monthly users five years after launching (2017).

Years after launch to reach 1B monthly users according to Axios:
1) Facebook Messenger (2011) – 4.9
2) TikTok (2017) – 5.1
3) WeChat (2011) – 7.1
4) Instagram (2011) – 7.7
5) YouTube (2005) – 8.1
6) WhatsApp (2009) – 8.5
7) Facebook (2004) – 8.7

Global monthly users according to LightShed Partners:

1) Facebook – 2.9B
2) YouTube – 2.0B
3) Instagram – 1.5B
4) TikTok – 1.0B
5) Snapchat – 500M
6) Pinterest – 454M
7) Reddit – 430M
8) Spotify – 365M
9) Discord – 150M

Big question: How did TikTok grow so fast?

Quick answer: Great product combined with a larger addressable market.  For example, the share of the global population using the internet has grown 229% between the launch of Facebook (14%) and TikTok (46%).

Share of global population using the internet according to the World Bank:
1) 1990 – 0.05%
2) 1995 – 0.7%
3) 2000 – 7%
4) 2005 – 16%
5) 2010 – 29%
6) 2015 – 41%
7) 2019 – 57%

FYI: TikTok was the most downloaded app (non-game) in 2020 and appears headed in that direction again in 2021.

Flashback #1: Vibe Check: TikTok Is Still Dominating

Share of TikTok users by age:
1) 18-24 – 42%
2) 25-34 – 22%
3) 13-17 – 17%
4) 34-44 – 12%
5) 45+ – 7%

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Big news #2: The Chinese government has placed a daily limit (40 minutes per day) on Douyin (China’s version of TikTok) for children.

Minutes per day with TikTok/Douyin:
1) Average U.S. user – 89
2) Children in China w/ limit – 40

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Big news #3: Commerce is coming with partnerships with Shopify and Square.

Big news #4: TikTok has further melted our attention spans (if that is possible), forcing marketers to focus on the first two seconds of an ad.

Quote from Erin Weaver – Senior Director of Audience Development @ Group Nine:

“You get roughly two seconds to get people’s attention now. On Facebook, it used to be 10. On YouTube it was 30 seconds.”

Flashback #2: TikTok = $50B?

TikTok’s highest-paid stars (Jul-19 through Jun-20) according to Forbes:
1) 
Addison Rae – $5.0M
2) 
Charli D’Amelio – $4.0M
3) 
Dixie D’Amelio – $2.9M
4) 
Loren Gray – $2.6M
5) 
Josh Richards – $1.6M
6A) 
Michael Le – $1.2M
6B) 
Spencer X – $1.2M

Video: Investigation: How TikTok’s Algorithm Figures Out Your Deepest Desires

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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