Platform Insights: TikTok

This Platform Insights report – the first in a new series, exclusive to WARC Media subscribers – provides an overview of the key datapoints that advertisers need to know about TikTok, spanning investment, consumption and performance insights.
  • ​TikTok will defy a slowing global digital advertising market by earning $15.2bn in ad revenue in 2023, up 51.7% year on year.
  • All product categories are forecast to increase TikTok spend in 2023, with the top five-spending sectors, led by tech brands, expected to see their combined annual investment in TikTok surpass $1.5bn.
  • ​​TikTok offers advertisers huge reach, especially with younger audiences, with its overall potential ad reach (of adults aged 18+) standing at 1.05 billion, including 409.1 million users aged 18 to 24.
  • Two-thirds (68%) of TikTok users find its ad content unique from other platforms; a similar proportion...

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