US TikTok users are four times more valuable to advertisers than the global average.
Key stat: Despite representing only 10% of TikTok’s global user base, the US accounts for 41% of the platform’s ad revenue worldwide, based on a July forecast from EMARKETER.
Beyond the numbers:
- The US audience on TikTok is highly responsive to advertising. In fact, 83% of weekly US TikTok users aged 13 and up have taken some action after seeing an ad on the platform, with 43% making a purchase, according to a December Edison Research report.
- The US user base is broadening beyond its core Gen Z audience. Adoption among users aged 45 and older grew by 1,200% from 2019 to 2025, according to an August CivicScience survey.
Use this chart in any deck that questions TikTok’s role in your media mix. Even amid regulatory headwinds and questions about the app’s future, the chart demonstrates why the US market still deserves attention and budget. It offers a clear argument for continuing domestic TikTok investment.
Related EMARKETER reports:
- US Social Network Ad Spending Benchmarks: Q4 2025 (EMARKETER subscription required)
- B2B Social Media 2025 (EMARKETER subscription required)
Methodology: EMARKETER derives its estimates by analyzing a range of factors related to the ad spending market. This includes macroeconomic conditions, historical trends across advertising and media, reported revenues of major ad publishers, estimates from other research firms, benchmarking data, consumer media consumption patterns, device usage trends, and interviews with executives at ad agencies, brands, media publishers, and other industry leaders.
