TikTok has shared its newest EU content material enforcement and utilization numbers, as a part of its DSA disclosure reporting, which supplies us some extra perspective on the way it’s rising, and the way its moderation method is evolving within the area.
The most recent report covers the interval between January and June 2025, and is the platform’s fifth DSA report. And whereas loads of the data is according to earlier developments, there are some factors of word.
First off, on whole viewers numbers, and TikTok’s development within the EU market. As per the beneath information, TikTok’s EU viewers has elevated 25% since September 2023, with regular rises in all EU markets.
Effectively, all besides Estonia, the place TikTok doesn’t appear to be gaining traction, whereas it’s additionally seen slower adoption in Sweden (+12% since 2023), Denmark (+15%) and The Netherlands (+17%).
However general, TikTok is increasing its EU attain, and is now as much as 170 million whole European customers.
For broader context, that implies that TikTok presently has:
- 170 million customers in Europe
- 30 million customers within the U.Okay.
- 170 million customers within the U.S.
TikTok additionally reportedly has round 100 million customers in Brazil, and over 100 million in Indonesia, whereas the Chinese language native model of the app (Douyin) has roughly 700 million customers.
That provides you some perspective on the expansion and regional recognition of the app, and the market alternative for TikTok, even whether it is finally banned within the U.S.
By way of moderation and enforcement, TikTok studies that it eliminated virtually 24.5 million items of content material within the interval for Neighborhood Tips violations, which represents a 15% enhance on its final report.
Given its development in utilization, the will increase right here most likely make sense, although TikTok has additionally come beneath scrutiny in varied EU markets over its distribution and sexualized and dangerous content material. However the information reveals that TikTok is definitely enhancing on these fronts over time, even with fewer human moderators (we’ll get to that).
By way of youth security, TikTok is eradicating extra posts for associated violations, whereas it’s additionally taking a extra proactive method to psychological and behavioral well being studies. In each areas, TikTok’s automated detection of violations has improved considerably because it started reporting these numbers.
Which is helpful, as a result of as famous, TikTok has additionally continued to scale back its human moderation workers, now down 26% since September 2023.
TikTok’s at all times reviewing its staffing, and searching for AI options in detection. And clearly it’s discovering them, as a result of regardless of that discount sparsely headcount, automated detection for psychological and behavioural well being considerations has elevated from 49% in 2023, to 90% now. By way of youth security and wellbeing, its automated detection is as much as 77% of violations, versus 38% in 2023.
And as you possibly can see within the above chart, TikTok additionally eliminated 2.5 million adverts within the interval, which is a major enhance on the 1.5 million that it eliminated within the second half of final yr.
TikTok has put a giant emphasis on the detection of IP infringement (over 100% enhance in removals), as a part of its broader in-app buying push, whereas it’s additionally eradicating extra adverts for grownup and political content material as nicely (2x enhance on each).
With TikTok trying to make an even bigger push on buying in Europe, it is smart that it wants to enhance its enforcement, as a way to be certain that enterprise customers really feel safe in using the app. The numbers right here mirror that push.
Total, the info right here demonstrates TikTok’s enhancing method to detection and enforcement, because it continues to develop within the EU market. And whereas there are nonetheless some notes of concern (automated detection of sexual content material in adverts has declined), TikTok is seemingly making the appropriate strikes to maximise safety, regardless of lowering workers prices.
You’ll be able to take a look at TikTok’s DSA Transparency Report for January to June 2025 right here.
Andrew Hutchinson
