TikTok is predicted to boost its UK user base by 75% in 2020 to 8.5 million, according to an update publishing by analytics company eMarketer.
Usage should exceed 10% of the UK population in 2020, surpassing a total of 10 million in 2021.
The rise is driven in part by the effects of coronavirus and a greater number of people making use of mobile apps to spend time indoors.
“Due to the pandemic, kids and teens are spending more time at home and are eager to connect with friends, which has further propelled TikTok’s popularity,” said Rini Mukhopadhyay, eMarketer forecasting analyst at Insider Intelligence.
“Users are flocking to the platform because it’s easy to use, and its short-video format effectively captures and retains the interest of the audience—particularly those in the 18-to-24 cohort. Many social media influencers have leveraged this popularity to build larger audiences, further attracting users to the app.”
The news come at a time when the popular video app has been struggling with bans in India and the US.
The app’s share of social network users in the UK is set to rise to 21% up from 12.4% in 2019.
“TikTok’s continued success in the UK is predicated on the platform steering clear of political interference,” said Bill Fisher, eMarketer senior analyst at Insider Intelligence.
“Though TikTok isn’t facing quite as much hostility as it is in the US, there’s still a rocky road ahead. The company had wanted to move its international headquarters to London, for example, but that faced opposition from within the ruling party. And though a blanket ban on the app looks unlikely, such negative connotations could negatively impact its image in the UK.”