TikTok Surpasses 200 Million Users in Europe, Driving Book Sales & Political Engagement
BRUSSELS – TikTok has reached a milestone of 200 million monthly active users across Europe, signaling a significant shift in how Europeans discover products and engage with details, the company announced today. The platform’s influence extends beyond entertainment, impacting sectors like publishing, education, and even political outreach.A recent study by the UK Publishers Association revealed that 59% of young people aged 16-25 discovered a passion for reading through BookTok, TikTok’s book-focused subcommunity. This trend is demonstrably boosting book sales throughout the continent. TikTok collaborates with major literary events, including the frankfurt Book Fair and the Dutch Boekenbal.
Beyond books, TikTok is investing in educational content.Last year, the platform launched a dedicated STEM feed, offering science, technology, engineering, and mathematics videos in local European languages. Globally, 25% of teenagers visit the STEM feed weekly.
European political leaders are also increasingly utilizing TikTok to connect with younger voters. figures like Emmanuel Macron, Friedrich Merz, Donald Tusk, and Giorgia Meloni, alongside institutions like the UK government and the European Parliament, now maintain official TikTok accounts.
The platform’s economic impact in Europe is estimated at €4.8 billion. Unlike conventional advertising platforms like Facebook and Google, TikTok’s algorithm appears to favor engaging content over large advertising budgets, potentially benefiting small businesses and startups.
According to TikTok, this represents a substantial change in how Europeans discover products, opening access to new customer bases for European online stores.
