TikTok, the popular short-video platform owned by Chinese tech giant ByteDance, has now exceeded 200 million monthly users in Europe. This accounts for roughly one in three European citizens, highlighting the video app’s popularity among teenagers and young adults.
The platform saw an increase from 175 million users in 32 European countries last year, reflecting its accelerating adoption.
Worldwide, TikTok boasts over 1.59 billion monthly active users, with a substantial presence in the United States and the European Union.
TikTok Video Preferences in 2025
#1 Short-Form Content Dominates
Short videos, particularly those under 15 seconds, continue to dominate TikTok. These concise clips maintain high engagement and completion rates, aligning with users’ preference for quick, digestible content.
#2 Authenticity Over Polished Production
Users favor content that feels genuine and unfiltered. Videos showcasing real-life moments, behind-the-scenes glimpses, and personal stories resonate more than highly produced advertisements.
# 3 Trend Participation
Engaging with trending challenges, sounds, and memes is a popular way for users to connect with the community. Participating in these trends can increase visibility and engagement.
# 4 Niche Communities
Users are drawn to content that aligns with their specific interests, such as #BookTok or #FoodTok. The algorithm amplifies content that resonates within these niche communities, fostering a sense of belonging.
# 5 Interactive Features
Features like polls, Q&A, and interactive stickers enhance user engagement. Users appreciate content that invites participation and fosters two-way communication.
Despite its popularity, TikTok has faced regulatory scrutiny worldwide. In Europe, the company was recently fined 530 million euros ($600 million) by the lead EU privacy regulator, a move highlighting the growing concerns over data privacy.
In the U.S., President Donald Trump pushed for the divestment of TikTok’s American operations due to security concerns, Reuters news report said.
ByteDance is making strategic financial moves, including an employee share buyback, which values the company at over $330 billion.
As TikTok continues its European expansion, it demonstrates how short-video platforms are reshaping social media consumption patterns, particularly among younger audiences, while navigating complex regulatory environments.
Competitive Developments
In an effort to rival TikTok, Instagram is considering launching a standalone app for its short-form video feature, Reels. This move follows previous attempts like the Lasso app, which did not gain significant traction.
TikTok’s Strategic Initiatives: To address regulatory concerns, TikTok is investing €1 billion in building a data center in Finland as part of its “Project Clover.” This initiative aims to enhance data privacy and security for European users.
Baburajan Kizhakedath
