TikTok has shared its newest EU content material enforcement and utilization numbers, as a part of its DSA disclosure reporting, which provides us some extra perspective on the way it’s rising, and the way its moderation strategy is evolving within the area.
The most recent report covers the interval between January and June 2025, and is the platform’s fifth DSA report. And whereas lots of the information is in step with earlier tendencies, there are some factors of word.
First off, on complete viewers numbers, and TikTok’s progress within the EU market. As per the under knowledge, TikTok’s EU viewers has elevated 25% since September 2023, with regular rises in all EU markets.
Nicely, all besides Estonia, the place TikTok doesn’t appear to be gaining traction, whereas it’s additionally seen slower adoption in Sweden (+12% since 2023), Denmark (+15%) and The Netherlands (+17%).
However total, TikTok is increasing its EU attain, and is now as much as 170 million complete European customers.
For broader context, that implies that TikTok at present has:
TikTok additionally reportedly has round 100 million customers in Brazil, and over 100 million in Indonesia, whereas the Chinese language native model of the app (Douyin) has roughly 700 million customers.
That provides you some perspective on the expansion and regional recognition of the app, and the market alternative for TikTok, even whether it is ultimately banned within the U.S.
By way of moderation and enforcement, TikTok reviews that it eliminated nearly 24.5 million items of content material within the interval for Neighborhood Pointers violations, which represents a 15% improve on its final report.
Given its progress in utilization, the will increase right here in all probability make sense, although TikTok has additionally come below scrutiny in varied EU markets over its distribution and sexualized and dangerous content material. However the knowledge reveals that TikTok is definitely bettering on these fronts over time, even with fewer human moderators (we’ll get to that).
By way of youth security, TikTok is eradicating extra posts for associated violations, whereas it’s additionally taking a extra proactive strategy to psychological and behavioral well being reviews. In each areas, TikTok’s automated detection of violations has improved considerably because it started reporting these numbers.
Which is useful, as a result of as famous, TikTok has additionally continued to cut back its human moderation employees, now down 26% since September 2023.
TikTok’s at all times reviewing its staffing, and searching for AI options in detection. And clearly it’s discovering them, as a result of regardless of that discount moderately headcount, automated detection for psychological and behavioural well being considerations has elevated from 49% in 2023, to 90% now. By way of youth security and wellbeing, its automated detection is as much as 77% of violations, versus 38% in 2023.
And as you possibly can see within the above chart, TikTok additionally eliminated 2.5 million advertisements within the interval, which is a major improve on the 1.5 million that it eliminated within the second half of final 12 months.
TikTok has put a giant emphasis on the detection of IP infringement (over 100% improve in removals), as a part of its broader in-app buying push, whereas it’s additionally eradicating extra advertisements for grownup and political content material as effectively (2x improve on each).
With TikTok seeking to make a much bigger push on buying in Europe, it is sensible that it wants to enhance its enforcement, as a way to be certain that enterprise customers really feel safe in using the app. The numbers right here mirror that push.
General, the information right here demonstrates TikTok’s bettering strategy to detection and enforcement, because it continues to develop within the EU market. And whereas there are nonetheless some notes of concern (automated detection of sexual content material in advertisements has declined), TikTok is seemingly making the suitable strikes to maximise safety, regardless of decreasing employees prices.
You’ll be able to take a look at TikTok’s DSA Transparency Report for January to June 2025 right here.
