Known and beloved for its compelling short-form video content, TikTok has become a social powerhouse in Australia. According to The 2025 Sprout Social Index™, 39% of Australian social users turn to TikTok to keep up with trends in many areas, from finance to fashion, technology to travel. For businesses, this level of engagement represents a major marketing opportunity—but only if they know exactly how and why Australians are using the app.

In this guide, we cover some of the most important TikTok statistics in Australia. With these insights, you can guide your social strategy, spark campaign ideas and create content that truly resonates with Australian audiences.

Key TikTok statistics in Australia

TikTok is a major player in Australia’s social media landscape. Below are a few statistics that highlight how deeply the network has embedded itself into the everyday lives of Australians:

  • As of June 2023, 5 million Australians and 350,000 Australian businesses use TikTok.
  • In 2024, Australian Android users spent an average of 42 hours and 13 minutes per month on the app, equating to roughly an hour and a half per day. This made TikTok the social app with the highest average time spent, surpassing YouTube by more than 20 hours per week.
  • Per a 2024 report, Australian TikTok users spend most of their time on the app watching videos, browsing feeds and messaging with friends.
  • According to Sprout’s 2024 Social Media Content Strategy Report, short-form videos (15–60 seconds long) perform best on TikTok. Users are most interested in entertaining content, influencer partnerships, contests and giveaways.

The rise of TikTok in Australia: TikTok stats on growth in the Australian market

Although it’s been a major player in Australia’s social media landscape for years, TikTok is constantly evolving. What primarily began as an entertainment platform has transformed into a source of information, an outlet for cultural connection and a driver for social change.

  • In Q4 2024 alone, TikTok generated 186 million downloads from users globally.
  • TikTok is expected to reach 35 billion users by 2029.
  • Per Sprout data, nearly two-thirds (63%) of Gen Z users consume news on TikTok.
  • According to a 2024 report from Oxford Economics, 19% of Australian users have donated to a charity or cause they saw on TikTok, and 18% have committed their time to volunteer.

TikTok Australia user and demographic statistics

TikTok appeals strongly to younger audiences; over 30% of its global audience is aged 18–24. Given that young people are Australia’s most active social shoppers, TikTok is an ideal platform for brands to connect with and sell to these users. From gender to income, here’s a more in-depth look at Australian TikTokers:

  • As of February 2025, 38% of Australians aged 18 and over use TikTok.
  • According to Statista, TikTok is more popular with Gen Z than other social networks.
  • More than half (53%) of Australian TikTok users are female.
  • Roughly 39% of TikTok users in Australia are classified as high-income consumers.
  • Per Deloitte, 57% of Gen Z social media users list TikTok as one of their favourite social media platforms.
  • Further, the 2024 Social Media Content Strategy Report reveals that 73% of Millennials have TikTok accounts.
  • A 2024 survey found that 41% of Gen Z shoppers had made purchases through social media in the past six months, followed closely by Millennials (40%).
  • Statista reports that, while Millennials favour Facebook for social shopping, Instagram and TikTok attract more Zoomers.

Due to Australia’s impending social media ban for children under 16, TikTok’s popularity with young people may decline beyond 2025.

Stats on TikTok’s impact on business in Australia

TikTok has transformed the way businesses generate leads, connect with customers and sell their products and services. With the help of TikTok, Australian brands have been able to access previously unreachable audiences, increase revenue and grow their teams.

  • The 2024 Oxford Economics report showed TikTok generated $1 billion in direct revenue for Australian businesses, contributed $1.1 billion to Australia’s GDP and supported nearly 13,000 jobs during FY23.
  • Per the same report, over three-quarters (78%) of business respondents said that TikTok had a positive impact on broadening their brand’s reach.
  • Another 38% of Australian users (roughly 3.2 million people), per the report, said that they had bought a product or service recommended on TikTok at least once a month during FY23.
  • Around 41% of Australian users (3.5 million people) visited a TikTok-recommended restaurant or shop at least once, the report said.
  • In 2024, TikTok’s total potential ad reach in Australia was 73 million (representing over 36% of the total population).

TikTok stats for travel and tourism

With its breathtaking beaches and unique wildlife, Australia is a haven for travel content, much of which lives on TikTok. Thanks to its visually stunning short-form video format, TikTok can offer an immersive window into nearly any destination.

With nearly 800K followers, the official Australia TikTok account is dedicated to showing the best that Australia has to offer. On its profile, it shares shots of everything from native animals to iconic landmarks to upcoming events. With content covering locations across the nation, the brand is helping locals and tourists alike experience Australia’s beauty and diversity.

A TikTok post from the Australia account. The video shows a surfer carrying his board and heading down to Bondi Beach.

TikTok stats in Australia for financial services

From salary transparency to paycheque budgeting to normalising debt, financial content has become a popular niche on TikTok. Financial influencers and businesses are capitalising on this interest and marketing to TikTok users in unique ways.

  • Financial TikTok (FinTok) influencers have an average engagement rate of 1.75% (higher than the average of 0.89% across all social media platforms).
  • Sixty-six per cent of Australian TikTokers who use at least one financial service or product say content by finance creators on TikTok is useful.
  • Eighty-four per cent of Australian TikTokers who use at least one financial service or product feel that long-term financial planning is important.

Ubank, an Australian direct bank, uses the platform to connect with its young user base. While most of its videos are cheeky and playful, the brand also does street-style interviews with young people on topics like fashion investments and financial goals.

A TikTok post from the Ubank account. It shows an aqua Ubank card with legs and a text overlay reading ‘Theme: best bank’.

TikTok stats in Australia for literature

With over 36 million posts worldwide, #BookTok is a popular content category with users in Australia and around the world. Authors, bookworms and companies use the hashtag to review their latest reads and connect with fellow literature enthusiasts.

  • #BookTok has grown significantly over the years. In 2019, it had fewer than 1,000 views; by 2023, it received 8 billion views worldwide.
  • In October 2024, the hashtag #BookTok had over 309 billion views. That’s the equivalent of every person on the planet viewing it 38 times.
  • One of #BookTok’s biggest success stories is author Colleen Hoover. In 2020, her book sales shot from 12,000 to over 1 million in Australia alone, thanks to #BookTok recommendations.

One of Australia’s largest book retailers, Dymocks, has capitalised on the success of #BookTok in its TikTok marketing. In addition to frequently using the hashtag, the brand uses its account to announce upcoming releases and to showcase book recommendations from staff and #BookTok creators.

A TikTok post from the Dymocks Books account. It shows the covers of eight books and a title that reads ‘#BookTok Summer Reads’.

TikTok stats in Australia for technology

Technology is another industry that has boomed on TikTok. Popular forms of content in this niche include product announcements, reviews and news on emerging technologies.

  • Half of global TikTok tech shoppers are open to buying directly through TikTok.
  • In January 2025, TikTok rolled out a new STEM feed, featuring 500 STEM creators from Australia and over 7,000 from across the globe.
  • The STEM feed was previously introduced in markets in the US, Canada and Europe. Following the launch in these regions, STEM content grew by 35%, and approximately one-third of young people began visiting the STEM feed each week.
  • Eighty per cent of Australian TikTok users buy new tech or electronic products during the Christmas season.

TikTok statistics in Australia for retail

TikTok has transformed the way people discover brands, purchase products and navigate the eCommerce landscape.

  • As of January 2024, approximately 55% of Australians engage in social shopping, with TikTok being one of the most preferred social commerce platforms.
  • Per Sprout’s 2024 Social Media Content Strategy Report, over three-quarters (77%) of Gen Z TikTok users seek out products or product updates on the platform.
  • Sixty-seven per cent of TikTok users say the platform inspires them to shop even when they weren’t planning to.
  • According to TikTok, retail businesses should focus on engaging, educating and providing utility in their content.
A table that recommends creative types for the three TikTok content pillars of Engage, Educate and Demonstrate.

 

TikTok statistics in Australia for food and beverage

From whipped coffee to mukbangs, TikTok is no stranger to food and drink-based trends. Users, influencers and brands alike take to the app to share recipes, do taste tests and promote products.

  • Eighty-one per cent of Australian users see snack brands that create native TikTok Ads as credible, and 88% see them as likable.
  • Forty-one per cent of Australian users say that TikTok’s food and beverage community encourages them to try new things.
  • Nearly half (49%) of TikTok users in Australia said that they became interested in a product or brand after watching food and drink content.
  • According to data from Sprout Social’s Influencer Marketing platform, nano-influencers (1,000-10,000 followers) in the food and drink space have the highest engagement rates on TikTok (18.36%).

One Australian food business embracing the power of TikTok is Brooki Bakehouse. Based in Brisbane, Brooki Bakehouse was founded by Brooke Bellamy, who took to TikTok to share behind-the-scenes snippets of her business. Posted in 2022, her second-ever TikTok, ‘A day in my life as a bakery owner’, has been viewed over 3.3 million times. Since then, Brooke has amassed 2 million followers and turned her brand into a global sensation.

A TikTok post from the account Brooki Bakehouse. A woman in a chef’s jacket holds her hands in the air, and the text overlay reads ‘A day in my life bakery owner’.

“It is the most exciting thing for me when people come in from overseas to say, ‘Hi I follow you from Sweden or from Finland, I’m from the UK.’ It’s really cool,” she said in 2024.

Brooke’s TikTok success has propelled the brand’s growth. She has started shipping her treats internationally, hosted a pop-up shop in Abu Dhabi and released a best-selling cookbook.

TikTok statistics in Australia for fashion and beauty

Whether you’re looking for style tips, makeup tutorials or fashion inspiration, TikTok is where trends are set. Due to its popularity, TikTok is turning once-obscure products and practices—like bronzing drops or thrifting—into mainstream trends.

  • Users on fashion journeys are 2x more likely than users of other social networks to immediately buy something they found on TikTok.
  • Forty-one per cent of Gen Z TikTokers on a fashion journey have bought a product they saw on the platform in the last year.
  • One in three TikTok users on a beauty journey has purchased a product they saw on the platform in the last year.
  • TikTok influencers in the fashion space have an engagement rate of 2.26%.
  • TikTok influencers in the beauty space have a slightly higher engagement rate (2.46%).
  • Australian TikTok users are 6x more open to spending on fashion items and 2x more open to spending on beauty items during the Christmas season.

Founded and headquartered in Australia, White Fox Boutique is a young women’s fashion brand thriving on TikTok. The brand often collaborates with influencers to showcase its styles to its 1 million TikTok followers.

With the help of its savvy TikTok marketing, the brand has become a cult favourite worldwide, including in the US. The brand’s international influence was recently strengthened through its Coachella campaign. White Fox sent a group of influencers to the first weekend of the highly publicised music festival, with all of them wearing the brand’s clothes.

A TikTok post from the account White Fox Boutique. Four young women walk towards the camera, and the text overlay reads ‘walking into day 1 like’.

Strategise smarter with TikTok Australia statistics

When it comes to crafting a winning marketing strategy, knowledge is power. And with the insights provided in this article, you’ll have the power to create a smarter, more effective TikTok strategy that gets you the results you need.

For more TikTok statistics in Australia, download The 2025 Sprout Social Index™ and gain access to our Australia-specific report. Explore the insights of over 1,000 Australian consumers and 200 marketers on the future of TikTok and social media in general.