TikTok Now & Into The Future
Presented by
YOICHI SATO
TikTok General Manager Content Operations, Asia Pacific
ANGGA ANUGRAH PUTRA
TikTok, General Manager Content Operations, Southeast Asia
At TikTok, our mission is
to inspire creativity and bring joy.
Millions of videos and content posted by creators and publishers with a tremendously wide spectrum of diversity help enrich this experience on the platform.
1B+
people around the world
come to TikTok every month to have fun, to learn, to laugh and to discover something new.
Our TikTok creators are not just content contributors, but they are also making waves in shaping culture, setting trends, and driving energy behind the vibrant TikTok community.
What do our
>1 billion users say about TikTok?
“
“
1
Discovery
It starts with discovery and then allows fans, creators and publishers to connect over shared passions, forming communities.
2
Community
With strong community momentum plus TikTok's creative tools, the fandom further manifests with various forms of creative expression.
4
Culture
The never ending cycle of growing fandom creates cultural movements that directly drive business impact.
3
Creativity
This limitless creativity generates widespread affinity and restarts the cycle, continuously attracting new fans and developing bonds with existing ones.
TikTok in Southeast Asia
Across our 11 Southeast Asia markets, TikTok now has over
in the region with Entertainment, Sports, Learnings, and Lifestyle dominating the charts.
Our biggest markets in the
SEA region continue to grow fast
Indonesia
with over
160M+
Users
Vietnam
with over
70M+
Users
Thailand
with over
50M+
Users
Not only are users consuming content from creators and publishers; but brands, merchants and sellers have also started actively contributing to this vibrant network.
Users
On TikTok, users enjoy a personalized experience, thanks to the recommendation system that makes every scroll uniquely relevant.
Publishers
Publishers play a crucial role by delivering high-quality, credible, and targeted content, designed to educate, inform, and entertain specific interest groups.
Creators
Creators bring something truly irreplaceable, which is their authentic voice. Through real stories and personal style, they build meaningful connections with their communities.
Brands
Brands shape identity, spark engagement, and drive real results, including direct sales through tools like TikTok Shop.
The common thread?
That’s what fuels trust, growth, and impact on this platform.
When these three elements come together,
content doesn’t just perform, but it endures, connects, and converts.
The results speak for themselves: usually it has
3x
More Views
40x
Follower growth
72%
Watch time consistency
Globally, hashtags like #BookTok have inspired over 60 million posts.
On the platform, TikTok also sees the rise of STEM (science, technology, engineering, and math) content. In the past three years, over 10 million STEM-related videos have been posted on TikTok, marking a 35% growth. Today, 1 out of 4 younger users visit the STEM feed every week.
In Southeast Asia, educational content itself is 14 times more likely to be watched by our users.
To fuel this momentum, TikTok recently launched a dedicated STEM feed in Indonesia, designed to spotlight educational content and inspire the next generation of STEM talent.
60M
#BookTok has inspired over 60M globally.
10M
STEM Related videos published over the past 3 years globally.
25%
Young users using visit STEM Feed each week globally.
35%
STEM Related Videos is up nearly +35% since we launch STEM Feed globally.
*STEM (science, technology, engineering, and math)
Globally, #SportsOnTikTok
35%
Growth from last year
57%
Sports video views growth in the past year in SEA
365%
surge, making it the fastest-growing content category in 2024.
Sports content is another category seeing explosive growth on TikTok.
Globally, #SportsOnTikTok grew by 35% last year. 57% of users watch sports content every week, and 61% say they feel a strong sense of community with fellow fans.