TikTok in Brazil 2025
In 2025, TikTok had an estimated 91.7 million users aged 18 and above in Brazil, making the country one of TikTok’s largest markets globally. This massive user base highlights the platform’s widespread popularity among Brazilian adults, driven by its short-form video content, viral trends, and strong presence in digital culture. The app has become a key destination not only for entertainment but also for influencers, content creators, and brands seeking to engage audiences in innovative and interactive ways.
TikTok’s success in Brazil is also closely tied to the country’s young and digitally connected population. The platform has become a cultural hub where music, dance, humor, and social commentary converge, resonating particularly with Gen Z and Millennials. Additionally, TikTok has seen increasing usage across different age groups and demographics, expanding its reach and influence in the Brazilian digital space. With continued investments in local content and creator partnerships, TikTok’s growth in Brazil shows no signs of slowing down.
Brazil TikTok Statistics 2025
| Category | Data | Ranking in Brazil |
|---|---|---|
| Best Social Media App (Usage Time) | 28H 34M avg time/month (Android users) | 1st |
| App by Total Downloads | 5th position | 5th |
| App by Consumer Spend | 5th position | 5th |
| Social Media Platform (Usage %) | 63.9% of internet users | 4th |
| Favourite Social Media Platform | 7.1% of social media users | 3rd |
| Social Media App (Avg Monthly Sessions) | 253.5 sessions | 3rd |
| Website Ranking (SEMrush) | 154 million visits | 18th |
In 2025, TikTok solidified its dominance in Brazil’s digital landscape, standing out as the #1 social media app based on time spent, with Android users spending an average of 28 hours and 34 minutes monthly. This reflects the app’s deep engagement power, driven by its immersive and addictive content model. Additionally, TikTok ranked 5th among mobile apps for both total downloads and total consumer spending, proving its wide reach and monetization success in Brazil.
From a broader usage standpoint, 63.9% of internet users in Brazil actively use TikTok, making it the 4th most used social media platform in the country. Despite a smaller share of preference—7.1% ranking it as their favourite platform (3rd place)—TikTok maintains a strong grip on user behavior. It also sees 253.5 average monthly sessions per user, ranking 3rd among social media apps in Brazil. On the web front, TikTok.com received 154 million visits, making it the 18th most visited website in Brazil according to SEMrush—underlining its multi-platform impact.
TikTok User Statistics in Brazil (2025)
| Metric | Value |
|---|---|
| Total TikTok Users (18+) | 91.7 million |
| % of Adult Population (18+) | 56.4% |
| % of Total Internet Users | 50.1% |
| Age Eligibility for TikTok | 13 years and above |
In 2025, TikTok had 91.7 million users aged 18 and above in Brazil, according to figures from TikTok’s advertising tools. While the platform is accessible to users aged 13 and up, only adult user data (18+) is reported, making this a significant portion of the online population. This data highlights TikTok’s strong penetration in Brazil’s digital landscape and its increasing relevance across adult audiences.
The numbers also reveal that TikTok users made up 56.4% of Brazil’s adult population and 50.1% of the country’s total internet users, regardless of age. These insights reflect TikTok’s widespread adoption and popularity among Brazilians, positioning it as one of the dominant platforms not just for entertainment, but also for marketing and engagement among both users and brands.
TikTok User Gender Distribution in Brazil (2025)
| Gender | Percentage | Total Users |
|---|---|---|
| Female | 47.0% | 43.1 million users |
| Male | 53.0% | 48.6 million users |
| Total | 100% | 91.7 million users |
In 2025, TikTok’s adult user base in Brazil showed a slightly higher proportion of male users, who made up 53% of the platform’s ad audience aged 18 and above. This translates to approximately 48.6 million male users. On the other hand, female users accounted for 47%, totaling around 43.1 million users.
This near-balanced gender distribution highlights TikTok’s widespread appeal among both men and women in Brazil. The data suggests that TikTok continues to be an inclusive and engaging platform for a broad demographic, offering opportunities for marketers to reach diverse audiences across genders.
TikTok User Growth in Brazil (2024–2025)
| Time Period | Change in Users | Percentage Change |
|---|---|---|
| Jan 2024 to Jan 2025 | -6.84 million | -6.9% |
| Oct 2024 to Jan 2025 | -19.5 million | -17.5% |
TikTok experienced a noticeable decline in its user base in Brazil between 2024 and early 2025. Over the one-year period from January 2024 to January 2025, the platform lost an estimated 6.84 million users, marking a 6.9% decrease in its adult ad audience. This decline suggests a shift in user behavior or platform preference among Brazilian users during that timeframe.
A more significant drop occurred in the shorter window between October 2024 and January 2025, where TikTok’s audience shrank by 19.5 million users, a 17.5% decrease. This sharp decline could reflect growing competition, regulatory challenges, or shifting content trends. These trends emphasize the need for TikTok to re-engage its Brazilian user base and adapt its strategies to maintain relevance in a rapidly evolving digital landscape.
TikTok User Demographics by Age Group in Brazil (2025)
| Age Group | Female (%) | Male (%) | Total (%) | Estimated Total Users |
|---|---|---|---|---|
| 18–24 years | 13.6% | 13.1% | 26.7% | 24.49 million |
| 25–34 years | 16.2% | 15.9% | 32.1% | 29.45 million |
| 35–49 years | 7.6% | 11.5% | 19.1% | 17.51 million |
| 45–54 years | 4.9% | 6.8% | 11.7% | 10.73 million |
| 55+ years | 4.7% | 5.6% | 10.3% | 9.45 million |
In 2025, TikTok users in Brazil were predominantly from the younger and middle-age groups. The 25–34 age group made up the largest portion, accounting for 32.1% of all users aged 18 and above, which translates to approximately 29.45 million users. This was closely followed by the 18–24 age group, contributing 26.7% or about 24.49 million users, showing TikTok’s strong appeal among Millennials and Gen Z.
Older demographics, while smaller, still showed significant engagement. The 35–49 group represented 19.1%, or 17.51 million users, and even the 55+ category had over 9.45 million users. These figures highlight TikTok’s wide reach across different age segments in Brazil, with gender distribution relatively balanced within each category.
Disclaimer: The data research report we present here is based on information found from various sources. We are not liable for any financial loss, errors, or damages of any kind that may result from the use of the information herein. We acknowledge that though we try to report accurately, we cannot verify the absolute facts of everything that has been represented.
