Amid studies that TikTok’s development has slowed considerably, which has seen the app resort to money incentives to get extra creators throughout, the most recent EU utilization numbers for the app present that it’s nonetheless gaining extra customers, at a gradual charge.

As per the necessities of the EU Digital Companies Act (DSA), all massive on-line platforms have to share their European energetic consumer counts each six months, offering oversight into their ongoing attain. And final week, TikTok shared its newest replace on the common quantity of month-to-month actives that it noticed between February and July this yr.

In accordance with TikTok, it served 150 million EU month-to-month energetic recipients within the interval.

That’s up from the 134 million it reported in August final yr, and the 142 million that it reported in February, with the app rising in EU at a steady tempo.

I imply, it’s not seeing a meteoric rise anymore. However with different massive platforms plateauing in Europe (together with Snapchat, Fb and X, which has really seen a lower in EU actives), an additional 8 million extra customers per report is comparatively good, in isolation from different regional stats.

Although it’s precisely 8 million further customers, for 3 consecutive studies. Which is a little bit odd.

Europe has develop into a much bigger focus for TikTok in latest months, because of the lingering sell-off invoice within the U.S. TikTok’s difficult the invoice in court docket, however whether it is enacted, that’ll see TikTok both bought to a U.S. firm, or banned in America from early subsequent yr.

TikTok’s Chinese language possession stays against a sell-off, so a ban, at this stage not less than, appears seemingly, although TikTok should still have the ability to delay the invoice, and purchase extra time to barter.

However with that in play, that additionally signifies that TikTok’s set to lose round 170 million U.S. customers. Which is why Europe is now a extra vital consideration, and TikTok’s been trying to provoke new applications within the EU area, together with a much bigger in-stream purchasing push, and extra incentives for creators within the app.

TikTok reportedly has a billion whole energetic customers all over the world, although its utilization splits are completely different to different apps.

Proper now, TikTok’s primary utilization markets are:

• 170 million customers within the U.S.
• 150 million customers in Europe
• 130 million customers in Indonesia
• 100 million customers in Brazil
• 77 million in Mexico
• 70 million in Vietnam

These six areas make up greater than half of TikTok’s world viewers, and are the important thing alternatives for the app.

It’s value noting too that TikTok is nonetheless banned in India, the place many different social apps are seeing large development.

As you may think about, based mostly on this, TikTok is about to lose rather a lot if it chooses to oppose the U.S. sell-off, which is why it’s now trying to shift its consideration to different markets, in an effort to soften the blow the place it may.

However it doesn’t matter what it does, dropping the U.S. will likely be a significant blow for the corporate.

That doesn’t imply that TikTok will collapse, however it will likely be a a lot completely different proposition, which can change all the method of the app.

Which is why it’s excellent news for the app that it’s nonetheless rising in EU, and you may count on TikTok to make a much bigger push on EU utilization within the coming months.