TikTok supports 4.7 million US jobs

Oxford Economics have published a new report measuring the number of US jobs benefited by TikTok. Over the last seven years, TikTok has become an indispensable platform for businesses all across the country, with 7.5 million businesses on the platform employing more than 28 million workers.

Specifically, Oxford Economics found that 4.7 million US jobs benefit from utilizing TikTok. This includes:

• More than 3.1 million jobs directly using TikTok in their work either by creating content for the platform or managing their accounts
• Over 1.6 million workers indirectly benefiting from TikTok in areas like lead generation for sales teams, customer engagement for marketing, or product teams examining user feedback on the platform.
• 74% of US businesses report that TikTok allowed them to scale operations, including hiring more employees, increasing sales and expanding to new locations.

The report also studied how TikTok’s unique features enable businesses to create authentic and engaging content that enables them to build wealth on their own terms. Almost three-quarters (74%) of businesses reported that TikTok allowed them to scale their operations, a fact that was true for both small and large businesses.

TikTok’s impact on the US economy continues to expand, with millions of small and mid-sized businesses using the platform to reach new customers, increase engagement, and create jobs. The latest Oxford Economics report underscores this growing influence, estimating that 28 million people are employed by businesses that leverage TikTok’s features. The platform isn’t just a tool for brand awareness—it’s a catalyst for real economic opportunity, fueling job growth and innovation across the country.

– Blake Chandlee, President of Global Business Solutions, TikTok

The survey findings and an analysis of TikTok’s business account data suggest that millions of people in US businesses are either directly using the app as part of their jobs or benefit from the leads and opportunities it creates.

– Laurence Wilse-Samson, Lead Economist, Oxford Economics

This newest report from Oxford builds upon a 2024 report which estimated the economic contribution of SMBs using TikTok. In that report, Oxford focused solely on small and mid sized businesses (SMBs), estimating that SMB use of TikTok contributed $24 billion to the U.S. GDP and supported 224,000 jobs across the supply chain. The jobs number in the initial report excluded contributions from large businesses and also only counted jobs that were fully supported by SMB’s activity on TikTok. In this new Oxford report, the analysis focused on the total number of people using – or benefiting from – the platform in a job context, resulting in an estimated 4.7 million jobs.

TikTok’s economic reach goes even further. Not included in the analysis are the impacts of millions of other users generating content, many of whom may not have a business account, but who use the platform to support their personal brands, generate income, and build careers—whether through independent artistry, entrepreneurship, or content monetization. TikTok continues to be a driving force for economic empowerment, providing opportunities for businesses and individuals alike to thrive in the digital economy.