TikTok's user base has trebled over the last year, according to a consumer survey from market analysts Ampere.

Why it matters

TikTok was the social media winner of 2020 and this has extended into 2021 with its user base seeing rapidly growth. Brands have taken notice, with 44% of marketers expecting to spend more on TikTok this year. The platform's user base is also expanding into new demographics, helped in part by new content partnerships with the Euro 2020 football tournament.

Takeaways

• The largest year-on-year percentage growth in users is in Europe's five largest markets: Spain (391%), Germany (353%), France...