2022 Social Outlook: More Than 5% of Worldwide Digital Ad Spending Will Go to TikTok and Douyin


This year, TikTok and Douyin will account for greater than 5% of worldwide digital ad spend. Some may find this surprising.

eMarketer has forecasted that TikTok and its Chinese sister app Douyin will generate $31.66 billion in ad revenue this year, accounting for 5.3 percent of the worldwide digital ad industry.

This year, TikTok alone will increase its worldwide advertising revenue to $11.64 billion, accounting for 1.9 percent of global digital ad spend, triple over 2021.

The U.S. presently accounts for more than half of TikTok’s global ad sales, but that percentage will fall below 50% next year as the app grows in popularity.

While China presently accounts for more than half of TikTok and Douyin (parent firm Bytedance) ad sales, this percentage will decline in the future years as platform use in China saturates and grows in the rest of the world.

TikTok and Douyin are ranked No. 5 globally by digital ad spend, trailing Google, Meta (owner of Facebook and Instagram), Amazon, and Alibaba.

TikTok and Douyin’s combined revenues will continue to increase in double digits through 2024, with a 6.7 percent share of global digital ad revenues of $50.88 billion.

Read more here.


About Author

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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