Who’s Using TikTok in 2026 and How Brands Can Win on the Platform

TikTok in 2026 isn’t just a Gen Z playground anymore. It’s a cultural powerhouse with 23.3 million users in the UK alone and 1.92 billion globally. That’s 38.7 percent of the UK population scrolling, sharing and shaping trends every single day.

If you’re wondering how many users TikTok has in the UK, the answer is simple. Nearly four in ten people. That’s not niche. That’s mainstream.

Let’s break down who’s actually using TikTok in 2026, where it’s growing fastest, and how brands can use the platform properly rather than just posting and hoping.

How Many People Use TikTok in the UK in 2026?

By the end of 2025, TikTok’s UK user base is projected to hit around 23 million, with current figures sitting at 23.3 million active users.

There have been 42.7 million downloads in the UK, meaning over half of those downloads convert into active users. That 54.6 percent active to download ratio shows strong engagement compared to the global average of 36.2 percent.

Globally, TikTok has reached 1.92 billion users and nearly 6.75 billion downloads since launching in 2016. It added around 100 million users in 2024 alone. ByteDance, TikTok’s parent company, generated 146 billion dollars in revenue in 2024, with TikTok contributing roughly 15 percent of that.

In short, TikTok’s growth hasn’t slowed. - it’s accelerated.

TikTok Demographics in the UK: Who’s Actually on It?

TikTok’s strongest audience in the UK is still young, but it’s broadening.

Over 83 percent of UK users are under 35. The biggest age group is 18 to 24 year olds, who make up 32.8 percent of users. Next comes 25 to 34 year olds at 28.1 percent. Teenagers aged 13 to 17 account for 22.3 percent.

Only 16.8 percent of users are aged 35 and over.

That means if your brand targets Gen Z or younger Millennials, TikTok isn’t optional. It’s essential.

Gender split is nearly even, with male users representing 48 percent of the UK audience. Engagement levels between men and women are almost identical.

It’s also worth noting how deeply embedded TikTok became among younger users. In 2020, between 1.1 and 1.4 million UK children aged 3 to 12 had accounts. Around 1.75 million users aged 8 to 12 were actively engaging with the platform. Regulation has tightened since then, but the data shows how quickly TikTok became part of youth culture.

How Much Content Is Being Created?

This is where things get wild.

UK users are projected to create 4.7 billion videos in 2025. That’s an average of 14.2 videos per user per day. In 2020, that number was 1.3 billion. That’s a 261 percent increase in five years.

Globally, more than 983 billion videos have been posted since 2016.

TikTok isn’t just a social platform, it’s one of the largest creative ecosystems on the planet.

More than 54 percent of TikTok users engage with content daily, which makes it one of the most powerful product discovery engines in the UK right now.

What Country Uses TikTok the Most?

The United States leads with 148.6 million users. Indonesia follows with 126.3 million, then Brazil with 98.2 million. Mexico has the highest penetration rate at 57.3 percent of its population.

The UK ranks fifth globally with 23.3 million users and a 38.7 percent penetration rate.

Meanwhile, markets like Nigeria and Pakistan are seeing explosive year on year growth, driven by increased smartphone access and younger populations.

TikTok’s global footprint isn’t shrinking. It’s expanding fast in emerging markets.

How TikTok Compares to Other UK Platforms

Facebook still dominates the UK with 45.1 million users. Instagram follows with 31.8 million. TikTok sits at 23.3 million, ahead of X at 17.2 million.

That makes TikTok the third most used social media platform in the UK.

But here’s the strategic detail that matters. TikTok dominates among users aged 13 to 34. That demographic makes up over 83 percent of its UK audience.

If you’re trying to build cultural relevance with younger consumers, TikTok’s where they’re spending their time.

How Brands Can Use TikTok in 2026

Posting repurposed TV ads won’t work. TikTok rewards authenticity, speed and cultural awareness.

Here’s how brands can use it properly.

1. Create Native, Short Form Content

TikTok content needs to feel native to the platform. Behind the scenes clips, quick explainers, myth busting, user generated content and raw storytelling often outperform polished, high production ads.

If it looks like an ad, users scroll past.

2. Think Discovery, Not Just Reach

Over half of users engage daily. Many use TikTok like a search engine for reviews, tutorials and product recommendations.

Optimise captions with keywords. Answer real questions. Create content that solves problems.

TikTok SEO is real.

3. Partner with Creators

Creators understand platform culture better than most brands ever will. The smartest brands collaborate rather than control.

Give creators room to interpret your product in their voice. Audiences can smell forced messaging instantly.

4. Move Fast and Test

TikTok moves quickly. Trends rise and disappear in days. Brands that treat TikTok like a testing ground rather than a rigid campaign channel tend to learn faster and grow faster.

Experiment with formats. Double down on what works. Drop what doesn’t.

5. Lean Into Social Commerce

TikTok Shop and in app purchasing reduce the gap between discovery and checkout. If your product appeals visually or solves a clear problem, TikTok can shorten the path to conversion dramatically.

The Bigger Picture

TikTok’s penetration in the UK sits at 38.7 percent, lower than some emerging markets. That suggests there’s still room to grow. At the same time, its grip on under 35s gives it cultural weight far beyond its raw numbers.

Platforms always evolve. Algorithms change. Attention shifts. But right now, short form video is the dominant storytelling format online.

And in 2026, TikTok’s still one of the most powerful places for brands to show up, stand out and actually be part of the conversation rather than shouting from the sidelines.

‍