A recent study by the independent economic analysis firm Public First, commissioned by TikTok, reveals that businesses advertising on TikTok generated �31 billion ($36 billion) in economic output within the EU in 2025. This includes �2.6 billion for the creative economy and �1.8 billion specifically for the music industry.
Public First estimates that creators and creative sectors produced an additional �2.6 billion in value last year, supporting approximately 52,000 jobs in the EU. This reflects activities across content creation, production, and advertising services associated with the platform.
The music industry has particularly benefited from TikTok as a discovery platform, with the report highlighting �1.8 billion in extra revenue from streaming, live performances, and merchandise sales in the EU. For emerging artists, TikTok is becoming a vital tool for building and maintaining audiences.
The TikTok-commissioned study utilizes data from new business and consumer surveys combined with economic modeling, illustrating how TikTok fosters economic growth by enabling businesses to connect with customers, generate revenue, and bolster local economies. This report arrives at a critical juncture for TikTok and its parent company ByteDance, which faces increased scrutiny from regulators in the EU and beyond.
In parallel, TikTok is reportedly restructuring its workforce in the United States in preparation for the anticipated launch of �TikTok USA.� Many specifics remain undisclosed, but a memo from TikTok CEO Shou Zi Chew indicates that some U.S. employees will continue to be employed by the Chinese parent company ByteDance under a new entity named TT Commerce & Global Services, LLC.
