TikTok hits 100 million user milestone in Europe as US sale deadline looms

TikTok’s new numbers

• The video app platform now counts 100 million active users across Europe each month.

• In tandem with this rise, TikTok’s European employees have risen from 1,000 to 1,600 – 1,300 of whom are based in the UK and Ireland, which has emerged as the front runner to host TikTok’s European HQ.

• The bumper stats follow the ’It starts on TikTok’ brand campaign and confirmation of a $500m Dublin data centre.

• Earlier this month, TikTok launched its Creator Fund in Europe – a €250m investment over the next three years to help creators monetise their work, and which has been embraced by 40% of those eligible in just two weeks.

• Rich Waterworth, the TikTok general manager for Europe, said: “TikTok is a home for positive, creative expression. And from beauty, comedy and education to magic, music and sport, we offer a brand of joyful entertainment that’s authentic, relatable and truly diverse.“

Why is this a big deal?

• Last month, TikTok revealed it had 100 million monthly active users in the US – an 800% rise from January 2018.

• It also now cites 50 million daily active users in the US.

• The TikTok app has been downloaded around 2bn times globally.

• With the European reveal, TikTok has now demonstrated impressive traction on both sides of the Atlantic.

What’s happening with TikTok in the US?

• Amid this success, TikTok has become embroiled in a lawsuit with the US government.

• President Trump has threatened to shut down the app as early as Tuesday barring the sale of the company’s US arm to an American buyer.

• Behind the scenes, machinations have seen TikTok parent ByteDance abandon the sale in favour of a partnership with Oracle.

• However, ByteDance has thus far remained tight-lipped regarding its intentions.