TikTok’s user base continues to grow in Western Europe—it will pass 100 million users next year. However, the region still lags others, and the platform has some ways to go before it catches up to Instagram and Facebook. As TikTok’s ad opportunities grow rapidly, marketers should incorporate the platform into their campaign plans. But this potential could be dampened slightly by the changes needed for TikTok to adhere to the Digital Services Act.
Key Question: How many TikTok users are there in Western Europe, and what does that mean for advertisers?
KEY STAT: TikTok users will account for 25% of the Western European population by 2026, but the platform will remain far less pervasive than Facebook and Instagram.
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