TikTok Europe Reaches "200 Million Monthly Users" - What Should Brands and Artists Change: Seismic Shifts in Culture, Retail, and Live Events

TikTok has surpassed 200 million monthly active users (MAR) in Europe, a significant increase from 175 million the previous year. This figure covers 32 countries, including the European Economic Area and the UK, with 169.7 million users within the EU alone as of the end of June. Major countries include France with 27.8 million users, Germany with 25.7 million, Italy with 23.9 million, and Spain with 23.4 million. The activities of small businesses in Germany, France, Italy, the Netherlands, and Belarus are said to have supported an economic impact of 4.8 billion euros and 51,000 jobs, as the "TikTok economy" expands into music, live events, and retail. Meanwhile, the latest report based on the EU's DSA highlights safety measures such as the removal of 27.8 million pieces of violating content and the deployment of 4,596 moderators within the EU. While expectations among creators and marketers on social media are rising, concerns about privacy and the protection of minors are also emerging. With the dual aspects of expansion and oversight in mind, optimizing strategies centered on Europe is urgent for brands and the music industry.