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.
The latest TikTok statistics in Australia point to an app whose role keeps shifting. What started as an entertainment feed now shapes how Australians discover products, research big decisions and connect with the brands they love. Marketers who understand that shift meet their audience where attention already lives and turn casual scrolling into real business results.
In this guide, we cover the most important TikTok statistics in Australia to help you build a smarter, data-led strategy. With these insights, you can guide your social strategy, spark TikTok 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. As of late 2025, 10.9 million Australians aged 18 and over use the app, per DataReportal’s Digital 2026 Australia report. These statistics show how deeply the network has embedded itself into everyday life:
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More than 350,000 Australian businesses use TikTok, restated by the company in 2026.
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Australian users spend an average of 1 hour 14 minutes a day in the app (August 2025), the highest daily figure of any social app in Australia, per DataReportal and We Are Social.
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Per a Deloitte report, Australian TikTok users spend most of their time on the app watching videos, listening to audio and browsing feeds.
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According to Sprout’s 2026 Social Media Content Strategy Report, short-form videos (<60 seconds long) perform best on TikTok. Users are most interested in entertaining content, product discovery and influencer partnerships
With Sprout Social, you can schedule TikTok posts, track performance and spot emerging trends from the same platform you use to manage every other network.
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.
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In Q4 2024 alone, TikTok generated 186 million downloads from users globally.
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TikTok ads reached 51.2% of Australian adults aged 18 and over at the end of 2025, per DataReportal’s Digital 2026 Australia report.
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TikTok’s ad reach grew 13.9% year-on-year in Australia, adding 1.33 million users, the fastest growth of any major Australian platform, per DataReportal’s Digital 2026 Australia report.
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Australia counted 21.0 million social media user identities in October 2025, equal to 77.7% of the population, per DataReportal’s Digital 2026 Australia report.
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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:
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Around 74% of TikTok’s Australian user base is younger than 34, per DataReportal’s Digital 2026 Australia report.
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According to Statista, around 53.1% of Australians aged 18 and over use TikTok.
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72% of Gen Z have TikTok accounts, compared with 50% of users overall, per Sprout’s 2026 Social Media Content Strategy Report.
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Almost half (48%) of Australians aged 18 to 24 use TikTok to get news, per the University of Canberra’s Digital News Report 2026.
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According to Statista, TikTok is more popular with Gen Z than other social networks.
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TikTok’s adult advertising audience in Australia was 53.6% male and 46.4% female in late 2025, per DataReportal’s Digital 2026 Australia report.
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Further, the 2026 Social Media Content Strategy Report reveals that 37% of Millennials globally have TikTok accounts.
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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%).
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Statista reports that, while Millennials favour Facebook for social shopping, Instagram and TikTok attract more Zoomers.
Australia’s social media ban for children under 16 reshapes this picture. It removes under-16s from the platform, which shifts TikTok’s Australian audience even further towards adults. Here’s what that means for your strategy.
How does Australia’s under-16 social media ban affect TikTok?
Australia’s under-16 social media ban took effect on 10 December 2025 under the Online Safety Amendment (Social Media Minimum Age) Bill 2024. It requires TikTok and nine other social media platforms to take reasonable steps to stop Australians under 16 from holding accounts, with fines of up to A$49.5 million for non-compliance, per the eSafety Commissioner.
TikTok deactivated the accounts of under-16 users on the day the law began. The Minister for Communications said more than 200,000 TikTok accounts in Australia had already been deactivated by that date.
For marketers, the ban sharpens rather than shrinks the opportunity. It removes under-16s from the addressable audience, so TikTok’s Australian base skews even more firmly to adults 18 and over, the cohort TikTok’s advertising tools already measure. Plan your TikTok strategy around an adult-first audience and lean on first-party audience data to reach them.
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.
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The 2024 Oxford Economics report showed TikTok generated A$1 billion in direct revenue for Australian businesses, contributed A$1.1 billion to Australia’s GDP and supported nearly 13,000 jobs during FY23.
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Per the same report, over three-quarters (78%) of business respondents said that TikTok had a positive impact on broadening their brand’s reach.
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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.
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Around 41% of Australian users (3.5 million people) visited a TikTok-recommended restaurant or shop at least once, the report said.
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In 2025, TikTok’s total potential ad reach in Australia was close to 11 million (representing over a third 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.
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Nearly two-thirds (61%) of Australians under the age of 25 use TikTok as their first choice of platform for finding travel inspiration.
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According to Sprout’s Influencer Marketing Benchmarks Report, TikTok influencers in the travel space have an average engagement rate of 3.36%.
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Travel TikTok Ads with an interactive promotional add-on are 5x likelier to move Australian users through the entire sales funnel.
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.
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.
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According to Sprout Social’s 2024 Influencer Marketing Benchmarks Report, financial (FinTok) influencers on TikTok achieve an average engagement rate of 1.75%, which is nearly double the finance industry’s cross-platform average of 0.89%.
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66% of Australian TikTokers who use at least one financial service or product say content by finance creators on TikTok is useful.
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84% of Australian TikTok users 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.
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.
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#BookTok has grown significantly over the years. In 2019, it had fewer than 1,000 views; by 2023, it received 8 billion views worldwide.
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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.
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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.
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.
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Half of global TikTok tech shoppers are open to buying directly through TikTok.
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In January 2025, TikTok rolled out a new STEM feed, featuring 500 STEM creators from Australia and over 7,000 from across the globe.
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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.
TikTok statistics in Australia for retail
TikTok has transformed the way people discover brands, purchase products and navigate the e-commerce landscape.
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As of January 2024, approximately 55% of Australians engage in social shopping, with TikTok being one of the most preferred social commerce platforms.
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Per Sprout’s 2026 Social Media Content Strategy Report, 49% of Gen Z TikTok users seek out products or product updates on the network.
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67% of TikTok users say the platform inspires them to shop even when they weren’t planning to.
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According to TikTok, retail businesses should focus on engaging, educating and providing utility in their content.
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.
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81% of Australian users see snack brands that create native TikTok Ads as credible, and 88% see them as likable.
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41% of Australian users say that TikTok’s food and beverage community encourages them to try new things.
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Nearly half (49%) of TikTok users in Australia said that they became interested in a product or brand after watching food and drink content.
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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.
“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.
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Users on fashion journeys are 2x more likely than users of other social networks to immediately buy something they found on TikTok.
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One in three TikTok users on a beauty journey has purchased a product they saw on the platform in the last year.
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TikTok influencers in the fashion space have an engagement rate of 2.26%.
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TikTok influencers in the beauty space have a slightly higher engagement rate (2.46%).
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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.
Strategise smarter with TikTok Australia statistics
When it comes to crafting a winning marketing strategy, knowledge is power. These insights give you the power to build a smarter, adult-first TikTok strategy that gets you the results you need.
The takeaway is clear: TikTok’s Australian audience is growing, skewing adult and shopping as it scrolls. Meet that audience with data-led content, and you’ll turn attention into business impact.
For more TikTok statistics in Australia, download The 2025 Sprout Social Index™ and explore our Australia-specific report on over 1,000 Australian consumers and 200 marketers.
Ready to put these insights to work? Start a free trial and see how Sprout Social helps you publish, analyse and grow on TikTok.
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