Regardless of the U.S. authorities’s considerations over TikTok which most not too long ago led to the U.S. Navy banning service members’ use of the app, TikTok had a stellar 2019 by way of each downloads and income. Based on new information from Sensor Tower, 44% of TikTok’s whole 1.65 billion downloads up to now, or 738+ million installs, befell in 2019 alone. And although TikTok remains to be simply experimenting with totally different technique of monetization, the app had its finest yr by way of income, grossing $176.9 million in 2019 — or 71% of its all-time income of $247.6 million.
Apptopia had beforehand reported TikTok was producing $50 million per quarter.
The variety of TikTok downloads in 2019 is up 13% from the 655 million installs the app noticed in 2018, with the vacation quarter (This fall 2019) being TikTok’s finest ever with 219 million downloads, up 6% from TikTok’s earlier finest quarter, This fall 2018. TikTok was additionally the second-most downloaded (non-game) app worldwide throughout the Apple App Retailer and Google Play in 2019, based on Sensor Tower information.
Nevertheless, App Annie’s current “State of Cell” report put it in fourth place, behind Messenger, Fb, and WhatsApp — not simply behind WhatsApp, as Sensor Tower does.
Regardless, the rise in TikTok downloads in 2019 is essentially tied to the app’s traction in India. Although the app was briefly banned within the nation earlier within the yr, that market nonetheless accounted for 44% (or 323M) of 2019’s whole downloads. That’s a 27% enhance from 2018.
TikTok’s house nation, China, is TikTok’s largest income driver, with iOS shopper spend of $122.9 million, or 69% of the full and greater than triple what U.S. customers spent within the app ($36M). The U.Okay. was the third-largest contributor by way of income, with customers spending $4.2 million in 2019.
These numbers, nonetheless, are minuscule as compared with the billions upon billions earned by Fb on an annual foundation, and even the low-digit billions earned by smaller social apps like Twitter. To be honest, TikTok stays in an experimental part with reference to income. In 2019, it ran quite a lot of advert codecs together with model takeovers, in-feed native video, hashtag challenges, and lens filters. It even dabbled in social commerce.
In the meantime, solely a handful of creators have been capable of earn cash in stay streams via tipping — one other space that deserves to see growth within the months forward, if TikTok goals to tackle YouTube as a house for creator expertise.
Relating to monetization, TikTok is challenged as a result of it doesn’t have as a lot private details about its customers, in contrast with a community like Fb and its wealthy consumer profile information. Meaning advertisers can’t goal adverts based mostly on consumer pursuits and demographics in the identical method. Due to this, manufacturers will generally forgo working with TikTok itself to deal immediately with its influencer stars, as an alternative.
What TikTok lacks in income, it makes up for in consumer engagement. Based on App Annie, time spent within the app was up 210% year-over-year in 2019, to achieve a complete 68 billion hours. TikTok clearly has customers’ consideration, however now it might want to determine the right way to capitalize on these eyeballs and truly earn cash.
Reached for remark, TikTok confirmed it doesn’t share its personal stats on installs or income, so third-party estimates are the one solution to observe the app’s progress for now.