Key stat: The US accounts for just 10% of TikTok users but generates 41% of the platform's ad revenue worldwide, according to a July forecast from EMARKETER.

Beyond the chart:

• TikTok's US audience is highly responsive to advertising. In fact, 83% of weekly US TikTok users ages 13 and older have taken action after seeing an ad on the platform, including making a purchase (43%), according to a December Edison Research report.
• Meanwhile, the platform's US user base is expanding beyond its Gen Z core. TikTok adoption among users 45 and older has grown 1,200% between 2019 and 2025, according to an August survey from CivicScience.

Use this chart: Drop this into any deck questioning TikTok's role in your media mix. Even with the app's future uncertain, this chart makes the case for why the US market still commands attention and budget. Use it to defend domestic TikTok investment despite regulatory headwinds.

Related EMARKETER reports:

• US Social Network Ad Spending Benchmarks: Q4 2025 (EMARKETER subscription required)
• B2B Social Media 2025 (EMARKETER subscription required)

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.