Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

TikTok to reach 1.5 billion users in the next year, boosting its allure to marketers

The news: TikTok is expected to reach 1.5 billion monthly active users (MAUs) in the next 12 months, per App Annie.

  • That would make the social app one of the quickest to reach this threshold—in approximately 34 quarters.

Why such a rapid ascent? TikTok has benefited from platforms like Facebook, Twitter, and Instagram training consumers to spend a portion of their day perusing social media.

  • It also doesn’t appear to be significantly wounded by Meta (formerly Facebook, Inc.) duplicating some TikTok features—unlike Snapchat, which was hobbled after Instagram co-opted its features back in 2016.

No India, no problem: Despite being banned in one of its top markets, India, in June 2020, the app has grown at a significant clip in 2021.

  • With 200 million active users at the time of the ban, TikTok might have already reached 1.5 billion users had the ban not occurred.

What this means: Marketers need to consider several factors when planning their ad spend.

  • Tiktok should command more advertising spending as it grows, diverting dollars from other social players and traditional media.
  • Though we expect TikTok to continue to rise—albeit with more conservative figures than the App Annie data—the app faces challenges. Adult TikTok users will spend 36.71 minutes per day with the app this year, declining to 35.72 in 2022 and 35.04 in 2023, per our forecast.
  • YouTube appears to be investing heavily in Shorts, its TikTok-inspired feature. Snapchat’s Spotlight is another competitor.
  • As TikTok continues to demonstrate that it can command attention, it must also show that it can reliably convert users into buyers.