TikTok has recently updated its audience and staffing statistics for the European Union (EU) in its latest Digital Services Act (DSA) disclosure. This report spans a comprehensive six-month period, marking a significant milestone as it provides a deeper insight into user engagement, content moderation, and the platform’s staffing trends. The continuing growth and challenges TikTok faces in the EU demonstrate both its popularity and the complexities associated with managing a vast digital space that must constantly evolve to align with regulatory demands and societal expectations.
The latest findings reveal that TikTok took decisive action by removing approximately 22.2 million pieces of content during the first half of the year. Notably, the category deemed “Sensitive & Mature Themes” emerged as the leading motivation for content removals, surpassing other categories by a considerable margin. Following this category were removals related to “Regulated Goods and Commercial Activities” and “Mental and Behavioral Health.” What’s particularly revealing is the decline in average monthly removals; although previous reports indicated an average of 4.3 million pieces monthly, the recent report indicates a reduction to 3.7 million. This decline could suggest either more efficient moderation techniques or an overall improvement in user behavior. Nevertheless, it raises questions about the continually shifting nature of online content and the platform’s proactive measures.
While TikTok is making strides in moderation, it is still grappling with significant issues. The most reports from users highlighted “Illegal Hate Speech,” with “Privacy Violations” and “Non-Consensual Intimate Images” following closely. These reports indicate pressing concerns over online safety and user rights, necessitating TikTok’s ongoing adaptations in its community guidelines and moderation tactics. Significantly, the platform also banned over 5.3 million accounts during this reporting period, reflecting a more aggressive stance toward maintaining a safe environment for users. By addressing these concerns, TikTok aims to establish a more secure online presence which will likely influence its community perception positively.
In tandem with its increasing user base, TikTok has ramped up its moderation workforce. As of June 2024, the platform employs 6,354 content moderators in the EU, an increase from previous reports. This gradual increase by 67 moderators signifies TikTok’s commitment to enhancing moderation efforts, as the company’s landscape continues evolving. The expectation is that as user engagement rises, so too will the demand for more robust moderation to effectively manage the complexities of user-generated content.
In terms of user growth, TikTok has reported impressive figures with 150.5 million monthly active users in the EU as of mid-2024. This number has increased by 8 million compared to the prior report, marking a steady growth trajectory. Germany, France, Italy, and Spain stand out as TikTok’s primary markets in the EU, with each boasting over 20 million users, indicating that the platform’s appeal is geographically diverse. But while the growth rate appears moderate at about 1.3 million new users per month, it reflects a continual upward trend that is crucial for the platform’s longevity and relevance in a competitive landscape.
TikTok’s recent report underscores the platform’s positioning within the EU, spotlighting both its achievements and the ongoing challenges surrounding content moderation and user safety. As it navigates the complexities of serving a vast and varied audience, TikTok appears to be concurrently reinforcing its commitment to maintaining a safe environment while fostering user engagement. For businesses looking to leverage TikTok for marketing, understanding these trends and statistics will be vital to craft more effective promotional strategies tailored to European users. As TikTok continues to grow and adapt, its role as a prominent player in digital marketing and user interaction remains undeniable.