This guide explores key TikTok statistics in Australia to help you shape your social media strategy, inspire campaign ideas, and craft content that genuinely connects with Australian audiences.
Essential TikTok Statistics in Australia
- TikTok continues to dominate the Australian social media scene, with usage trends showing just how integral the platform has become to daily life across the country. Here are some key stats that paint a clear picture of its impact:
- As of June 2023, TikTok boasts 5 million Australian users and is actively used by 350,000 Australian businesses.
- In 2024, Android users in Australia spent an impressive 42 hours and 13 minutes per month on the app — that’s about 90 minutes per day. This made TikTok the most time-consuming social platform, beating YouTube by over 20 hours per week.
- According to a 2024 report, Australian users primarily engage with the app by watching videos, scrolling through their feeds, and messaging friends.
- Insights from Sprout’s 2024 Social Media Content Strategy Report reveal that short-form videos (15–60 seconds) perform best on TikTok. The content that resonates most includes entertainment, influencer collaborations, and contests or giveaways.
The Rise of TikTok in Australia – Key Stats on Growth, Users & Business Impact
TikTok has become a dominant force in Australia’s digital landscape, continually evolving from a fun, entertainment-driven app to a multifaceted platform driving cultural trends, news consumption, and even social change.
Globally, TikTok continues to soar—recording 186 million downloads in Q4 2024 alone. The platform is forecasted to reach 35 billion users by 2029, solidifying its place as a global digital powerhouse. In Australia, TikTok’s influence is undeniable, with a significant share of users relying on it not only for entertainment but also for news and activism. For instance, 63% of Gen Z users now consume news via TikTok, according to Sprout Social.
Locally, TikTok is shaping behavior beyond the screen. A 2024 report from Oxford Economics revealed that 19% of Australian users have donated to causes discovered on the platform, while 18% have volunteered their time after seeing related content.
TikTok Demographics and Usage in Australia
TikTok’s appeal skews heavily toward younger users, making it an ideal channel for brands targeting Gen Z and Millennials—especially in a country where younger audiences dominate the social commerce space.
Here are the latest demographic insights:
- As of February 2025, 38% of Australians aged 18 and older are active TikTok users.
- Over 30% of TikTok’s global audience falls within the 18–24 age bracket.
- 53% of Australian users on the platform are female.
- Roughly 39% of Australian TikTok users are high-income earners.
- 57% of Gen Z social media users name TikTok as a favorite platform (Deloitte).
- 73% of Millennials have TikTok accounts, per the 2024 Social Media Content Strategy Report.
- A 2024 survey revealed 41% of Gen Z and 40% of Millennials made purchases via social media in the past six months.
- While Millennials favor Facebook for social shopping, Gen Z tends to lean toward TikTok and Instagram.
- With the upcoming national policy restricting social media use for Australians under 16, TikTok’s youth-dominated user base could be affected in the coming years.
TikTok’s Business Impact in Australia
For businesses, TikTok is more than a social platform—it’s a powerful tool for customer acquisition, brand growth, and revenue generation.
According to Oxford Economics (2024):
- TikTok generated $1 billion in direct revenue for Australian businesses in FY23.
- It contributed $1.1 billion to the national GDP and supported nearly 13,000 local jobs.
- 78% of surveyed businesses reported TikTok positively impacted their brand reach.
- About 3.2 million Australians (38% of users) made monthly purchases based on TikTok recommendations in FY23.
- 3.5 million users (41%) visited a restaurant or store recommended on TikTok.
In terms of advertising potential, the platform reached 73 million people in Australia in 2024—over 36% of the total population.
TikTok and Travel – A New Era of Exploration
Australia’s stunning natural beauty and iconic landscapes are tailor-made for TikTok’s visual-first storytelling. The platform plays a vital role in inspiring travel decisions among younger Australians.
- 61% of Australians under 25 say TikTok is their go-to platform for travel inspiration.
- According to Sprout’s 2024 Influencer Marketing Benchmarks Report, travel influencers on TikTok enjoy an average engagement rate of 3.36%.
- Interactive travel ads on TikTok are 5x more effective at guiding users through the sales funnel.
- The official Australia TikTok account, with nearly 800,000 followers, showcases native wildlife, landmarks, events, and hidden gems—helping locals and international travelers alike discover Australia’s diverse offerings.
TikTok Financial Services Stats in Australia
From salary transparency and budgeting tips to destigmatizing debt, finance content has carved out a strong niche on TikTok. Both financial influencers and businesses are tapping into this trend, using creative strategies to engage Australian users.
- FinTok influencers (financial content creators on TikTok) boast an average engagement rate of 1.75%, well above the cross-platform average of 0.89%.
- 66% of Australian TikTok users who use at least one financial product or service say that finance-related content on TikTok is helpful.
- 84% of these users also agree that long-term financial planning matters.
- Australian digital bank Ubank has effectively used TikTok to reach its younger audience. Its content blends humor with insight—ranging from cheeky skits to candid street interviews exploring topics like fashion as an investment and youth financial goals.
TikTok and the Rise of BookTok in Australia’s Literary Scene
The literary world has found an unexpected champion in TikTok, and Australia is no exception. With more than 36 million posts globally, the hashtag #BookTok has become a digital haven for book lovers, authors, and publishers alike. It’s where passionate readers share reviews, recommend their favorite titles, and foster a thriving book community.
The growth of #BookTok has been nothing short of phenomenal. Back in 2019, it had fewer than 1,000 views. Fast-forward to 2023, and that number skyrocketed to a staggering 8 billion views. By October 2024, the hashtag had amassed over 309 billion views worldwide—equivalent to every person on Earth watching it 38 times.
A standout success story is Colleen Hoover, whose book sales in Australia soared from just 12,000 copies in 2020 to over 1 million, mainly due to the #BookTok buzz.
Even major retailers are jumping on the trend. Dymocks, one of Australia’s top booksellers, has embraced TikTok marketing by actively using #BookTok to promote upcoming releases and highlight recommendations from staff and creators within the community.
TikTok is reshaping how books are marketed—it’s redefining how Australians discover and fall in love with literature.
TikTok Stats in Australia – Technology and Retail
Technology on TikTok
The technology sector has seen explosive growth on TikTok, with popular content types including product launches, tech reviews, and updates on emerging innovations. Notably, half of global TikTok users interested in technology are open to purchasing products directly through the app.
In January 2025, TikTok introduced a dedicated STEM feed, spotlighting 500 STEM creators from Australia and over 7,000 creators worldwide. This feed, which first launched in the US, Canada, and Europe, drove a 35% increase in STEM-related content and attracted about one-third of young users to visit the feed weekly.
Australian TikTok users show assertive seasonal tech-buying behavior, with 80% purchasing new technology or electronics during the Christmas period.
Retail and Social Shopping on TikTok
TikTok has revolutionized how Australians discover brands, shop for products, and engage with eCommerce. By January 2024, around 55% of Australians participated in social shopping, and TikTok ranks as one of the top platforms for this trend.
According to Sprout’s 2024 Social Media Content Strategy Report, more than three-quarters (77%) of Gen Z TikTok users actively search for products or updates on the platform. Additionally, 67% of TikTok users admit the platform inspired spontaneous shopping even when they weren’t planning to buy.
TikTok recommends that retail brands focus on creating engaging, educational, and useful content to build meaningful connections with their audience.
TikTok Food and Beverage Trends in Australia
From whipped coffee crazes to mukbang videos, TikTok has become a hotspot for all things food and drink. Whether it’s users, influencers, or brands, everyone’s jumping on the platform to share recipes, conduct taste tests, and promote tasty products.
- A whopping 81% of Australian TikTok users find snack brands that run native TikTok ads credible, while 88% find them likable.
- 41% say TikTok’s vibrant food and beverage community inspires them to try new flavors and products.
- Nearly half (49%) of Australian TikTok users report discovering a new product or brand through the app’s food and drink content.
- According to Sprout Social’s Influencer Marketing data, nano-influencers (those with 1,000 to 10,000 followers) in the food and beverage niche enjoy the highest engagement rates on TikTok—an impressive 18.36%.
One standout success story is Brisbane-based Brooki Bakehouse. Founded by Brooke Bellamy, she used TikTok to share behind-the-scenes glimpses of her bakery. Her second-ever TikTok video, “A day in my life as a bakery owner,” posted in 2022, has racked up over 3.3 million views. Today, Brooke boasts 2 million followers and has grown Brooki Bakehouse into a global sensation.
“It’s incredibly exciting for me when people visit from overseas and say, ‘Hi, I follow you all the way from Sweden or Finland, or I’m from the UK.’ That’s really amazing,” she shared in 2024.
Brooke’s success on TikTok has significantly boosted her brand’s growth. She now ships her treats internationally, has held a pop-up shop in Abu Dhabi, and has published a best-selling cookbook.
TikTok Stats for Fashion & Beauty in Australia
TikTok has become the ultimate hub for fashion inspiration, makeup tutorials, and style trends. Thanks to its viral reach, what used to be niche—like bronzing drops or thrifting—is now mainstream.
- Fashion-focused TikTok users are twice as likely as users on other platforms to make an immediate purchase from something they discover on TikTok.
- 41% of Gen Z TikTokers engaged in fashion journeys bought a product they spotted on the app within the last year.
- When it comes to beauty, one in three TikTok users on a beauty journey purchased a product they saw on the platform over the past year.
- Fashion influencers on TikTok maintain a solid engagement rate of 2.26%, while beauty influencers slightly outperform with 2.46% engagement.
- Around Christmas, Australian TikTok users are six times more likely to spend on fashion and twice as likely to splurge on beauty products than at other times of the year.
A standout local success story is White Fox Boutique, an Australian-born women’s fashion brand that has harnessed TikTok’s power to grow its fanbase to over 1 million followers. Through influencer collaborations and creative campaigns, White Fox has gained international cult status—especially boosted by its Coachella campaign, where influencers rocked White Fox styles during the festival’s first weekend.
Strategize Smarter with TikTok Australia Insights
Knowledge is your greatest asset in marketing. This article equips you with key TikTok Australia statistics to help you build a more innovative, more effective strategy—one that delivers accurate results.
Want even deeper insights? Download The 2025 Sprout Social Index™ to access our exclusive Australia-focused report. Discover what over 1,000 Australian consumers and 200 marketers think about TikTok’s future and the evolving social media landscape.
FAQ’s
How many Australians use TikTok, and how active are they?
As of June 2023, TikTok had 5 million Australian users, with 350,000 businesses actively engaging. Australian Android users spend about 42 hours per month on the app, making it the most time-consuming social platform.
What are the primary demographics of TikTok users in Australia?
38% of Australians aged 18+ use TikTok, with 53% female users. The platform is especially popular with Gen Z and Millennials, who make up a large share of active users.
How does TikTok impact Australian businesses?
TikTok generated $1 billion in direct revenue for Australian businesses in FY23, supporting nearly 13,000 jobs and contributing $1.1 billion to GDP. It’s a powerful tool for brand reach and customer acquisition.
What type of TikTok content performs best in Australia?
Short-form videos (15–60 seconds) focusing on entertainment, influencer collaborations, and giveaways deliver the highest engagement and performance.
How is TikTok influencing trends beyond entertainment in Australia?
TikTok shapes social causes, financial literacy, travel inspiration, retail shopping habits, and even literature discovery (#BookTok), showing its broad cultural and economic influence.
Conclusion
TikTok will dominate Australia’s social media landscape in 2025. With millions of engaged users spanning key demographics like Gen Z and Millennials, it offers unparalleled opportunities for brands and creators. Its influence extends beyond entertainment into business growth, social causes, finance, and retail. Understanding these statistics enables marketers to craft targeted, effective strategies that resonate with Australian audiences and drive tangible results in an evolving digital ecosystem.