Businesses advertising on TikTok generated €31bn in economic value across the EU in 2025, according to new independent research by Public First. The study examines how TikTok drives economic growth by helping businesses reach customers, generate revenue, and strengthen local economies. This includes €7.2bn in economic output in Germany, €5.2bn in France, €3.6bn in Italy, €3 bn in Spain and €920 million in Poland.
Across Europe, more than 200 million people, including 170 million in the EU, come to TikTok to discover content, creators and communities that matter to them. That discovery helps businesses of all sizes turn audience attention into measurable outcomes, from interest through to purchase.
- More than 6.5 million EU businesses used TikTok to grow across borders, generating approximately €400 million in productivity savings through more efficient marketing;
- TikTok-driven exposure to EU brands drove €2bn in cross-border sales for EU businesses, including €1.2bn within the EU;
- Advertising on TikTok enabled €13bn in total economic growth for EU SMEs;
- TikTok supported the EU’s creative economy, generating €2.6bn in additional value and supporting around 52,000 jobs in the creative sector;
- Educational and skills-based content supported an estimated 5.3bn hours of informal learning across the EU, with productivity benefits valued at up to €20bn.
Driving success for small businesses
Businesses of all sizes are thriving on TikTok and are using the platform to reach new customers and build their brand. TikTok’s creative tools are making it easy for SMEs to quickly create fun, authentic and engaging content that drives real world results. The research shows that TikTok enabled €13bn in total economic growth for SMEs in the EU in 2025.
As they build their brands and reach new audiences through TikTok, 82% of the EU businesses surveyed by Public First say the platform has helped them compete with global brands.
Boosting Europe’s creative industries
TikTok opens a world of opportunities by turning creativity into real-world impact.
Public First estimates that creators and creative industries generated €2.6bn in additional value in 2025, supporting around 52,000 jobs in the sector across the EU. This reflects activity across content creation, production, and advertising services linked to the platform.
The music industry has particularly benefited from TikTok as a platform for discovery, generating €1.8bn in additional revenue, driven by streaming, live shows, and merchandise. For emerging acts, TikTok plays an increasingly important role in helping artists build sustained audiences and sustained careers.
Fostering skills and learning opportunities
TikTok offers a unique opportunity to make learning more engaging and accessible to diverse audiences.
According to the research, TikTok’s educational and skills-based content generated 5.3bn hours of informal learning across the EU, underscoring TikTok’s role in learning, skill development, and career exploration. By helping people develop new skills, learn new languages, and inspiring career curiosity, informal learning translates into productivity benefits valued at up to €20bn.
A survey of EU consumers found that:
- More than half (54%) of 18-24 year olds on TikTok have learnt a new skill on the platform
- 1 in 4 (26%) of 18-24 year olds have used TikTok to learn a new language
