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

TikTok has breached the 100 million monthly users mark in Europe as young people across the continent embrace video-based pranks, dancing and lip-syncing.

The news follows reports that TikTok’s parent firm, ByteDance, will not sell its US operations to Microsoft, choosing instead a consortium led by Oracle as its “technology partner”.

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.

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