Marketing mix models (MMM) have long helped advertisers connect media and non-media drivers—like price and promotion—to business outcomes. See how attention can transform your MMM from a broad framework into a precise guide for better results in this new guide, presented by Adelaide. Download the guide here. |
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DECEMBER 8, 2025 |
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Key stat: The US accounts for just 10% of TikTok users but generates 41% of the platform's ad revenue worldwide, according to a July forecast from EMARKETER. |
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Beyond the chart: |
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TikTok's US audience is highly responsive to advertising. In fact, 83% of weekly US TikTok users ages 13 and older have taken action after seeing an ad on the platform, including making a purchase (43%), according to a December Edison Research report.
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Meanwhile, the platform's US user base is expanding beyond its Gen Z core. TikTok adoption among users 45 and older has grown 1,200% between 2019 and 2025, according to
an August survey from CivicScience. |
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Use this chart: Drop this into any deck questioning TikTok's role in your media mix. Even with the app's future uncertain, this chart makes the case for why the US market still commands attention and budget. Use it to defend domestic TikTok investment despite regulatory headwinds. |
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Related EMARKETER Reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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