Businesses advertising on TikTok generated €31 billion in economic value across the European Union in 2025, according to independent research by Public First. The study examines how the platform drives economic growth by helping businesses reach customers and generate revenue.

The research breaks down economic output by country, with Germany accounting for €7.2 billion, France €5.2 billion, Italy €3.6 billion, Spain €3 billion, and Poland €920 million. More than 200 million people across Europe, including 170 million in the EU, use TikTok to discover content, creators, and communities.

Small Business Impact

The platform enabled €13 billion in total economic growth for small and medium-sized enterprises in the EU in 2025, according to the research. 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 has revolutionised our family business,” said Dulcería La Abuela Asunción, a family-run bakery in Spain. “The platform has allowed us to share our tradition with a wider audience, increasing sales and connecting with customers who value the authenticity and quality of our products.”

According to the survey, 82% of EU businesses say the platform has helped them compete with global brands. TikTok-driven exposure to EU brands drove €2 billion in cross-border sales for EU businesses, including €1.2 billion within the EU.

Piotr Szyszka, CEO of Tortli, a Polish online gift shop with more than 400,000 customers and presence in 14 international markets, uses TikTok to reach audiences and build brand recognition. “TikTok delivered strong results significantly faster than other marketing channels and, importantly, it did very efficiently in terms of profitability,” Szyszka said.

Creative Economy Contribution

Public First estimates that creators and creative industries generated an additional €2.6 billion in 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 generated €1.8 billion in additional revenue through the platform, driven by streaming, live shows, and merchandise. The research indicates TikTok plays a role in helping emerging artists build audiences and careers.

“We are proud to see that TikTok is having a positive impact on businesses, large and small across the EU, by supporting their growth, helping them find and connect with new audiences, creating jobs, and ultimately driving economic growth for Europe,” said Cynthia Sanfilippo, TikTok’s President for Europe.

Educational Content Value

TikTok’s educational and skills-based content generated 5.3 billion hours of informal learning across the EU, with productivity benefits valued at up to €20 billion, according to the research. The platform facilitates skill development, language learning, and career exploration.

A survey of EU consumers found that 54% of users aged 18-24 have learned a new skill on the platform, while 26% of the same age group have used TikTok to learn a new language.

Thomas Wlazik, TikTok’s General Manager for Europe, Global Business Solutions, said the company partners with businesses of all sizes through advertising solutions that deliver impact across the marketing funnel. “By combining creative storytelling with data-driven outcomes, TikTok has become a trusted advertising partner for millions of businesses, contributing meaningful economic value across the region,” Wlazik said.

Public First conducted the analysis through business and consumer surveys combined with economic modeling, drawing on survey data and available third-party information.

Image credits: Public First
See the full report here

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