TikTok is still growing across Europe, and the latest numbers show the platform has not yet reached its ceiling.
According to TikTok’s latest Digital Services Act transparency report, the platform now reaches around 189 million monthly users across the European Union. That figure covers the first half of 2026 and represents another sizeable increase for one of Europe’s biggest social media platforms.
TikTok reportedly added around 9 million users in the EU during the first six months of 2026, reinforcing its position as a major destination for entertainment, creators, brands, and increasingly, social commerce.
TikTok Reaches 189 Million Monthly EU Users
TikTok’s latest transparency figures show that around 189 million people in the European Union use the platform every month. That is up from roughly 178 million in the previous reporting period, suggesting that TikTok is still attracting new users even after years of strong growth. The increase is particularly notable because TikTok is already deeply established across many European markets. Rather than slowing down, its audience continues to expand.
TikTok Is Moving Closer to the 200 Million Mark
The new figures put TikTok within striking distance of 200 million monthly users across the European Union. TikTok has previously said that more than 200 million people use the app across Europe, but that broader figure includes countries outside the EU. The Digital Services Act figures are more specific because they focus only on users located within European Union member states. That distinction explains why the latest official EU figure remains below 200 million.
TikTok’s European Growth Has Been Steady
TikTok’s rise in Europe has not happened overnight. The company reported around 135.9 million monthly EU users in late 2023, and its audience climbed to around 170 million by the first half of 2025. The latest figure of 189 million shows that growth has continued through 2026. TikTok may no longer be the new platform trying to break into the mainstream, but it is still finding room to expand its reach.
TikTok Removed More Than 100 Million Pieces of Content
TikTok’s latest transparency report also shows the scale of the moderation challenge that comes with such a large audience. The company says it removed roughly 104 million pieces of content across the EU between January and June 2026. Those removals included videos, comments, livestream content, advertisements, and product listings that violated TikTok’s policies. With millions of posts appearing every day, content moderation has become one of the biggest operational issues facing the platform.
Automation Is Handling Most TikTok Moderation
TikTok is relying heavily on automated systems to identify and remove content that breaks its rules. According to the company, around 94.1% of violating content was actioned automatically without human review during the reporting period. That figure shows how important artificial intelligence and automated detection systems have become to TikTok’s moderation operation. Human reviewers remain involved, but the sheer scale of activity on the platform means automation is increasingly doing the first layer of enforcement.
TikTok Has Fewer Human Moderators Than Before
TikTok reported around 3,738 moderation staff serving the European market in its latest disclosure. That is significantly lower than the more than 6,000 human moderators reported in 2024. While TikTok has slightly increased its moderation workforce compared with its previous reporting period, the longer-term trend points toward a greater dependence on automated systems. That shift could become increasingly important as regulators examine whether automated moderation can adequately handle harmful or prohibited content.
TikTok Shop Expands Across More European Markets
TikTok is also expanding its commerce business alongside its audience growth. In June 2026, TikTok Shop launched in eight additional EU markets, including Poland, the Netherlands, Belgium, Czech Republic, Austria, Greece, Portugal, and Hungary. The expansion gives more creators and businesses access to TikTok’s social commerce tools, allowing products to be promoted and sold directly through videos and livestreams. TikTok is clearly trying to turn more of its massive audience into active shoppers.
TikTok Is Becoming More Than a Social Media App
TikTok’s European expansion reflects a broader change in what the platform wants to become. The app is still built around short-form video, but its role is moving well beyond entertainment. TikTok is becoming a place where users discover products, search for information, follow creators, watch live content, and make purchases. That mix makes the platform increasingly valuable to advertisers and businesses that want to reach younger and highly engaged audiences.
European Regulators Are Still Watching TikTok Closely
TikTok’s continued growth also means greater regulatory attention. European authorities have repeatedly investigated how the platform handles minors, advertising, privacy, and harmful content under the Digital Services Act. The European Commission has already raised concerns over areas including the protection of younger users. As TikTok’s audience grows, the company will face greater pressure to show that its safety systems can scale alongside its user base.
What TikTok’s EU Growth Means for Brands and Creators
For brands and creators, TikTok’s expanding European audience presents more opportunities, but also more competition. A monthly reach of 189 million EU users gives businesses access to a huge pool of potential customers and followers. The continued rollout of TikTok Shop adds another layer, allowing creators and brands to connect entertainment directly with sales. Visibility will not necessarily become easier, though. As more businesses invest in TikTok, standing out in users’ feeds will become increasingly difficult.
TikTok Shows No Sign of Slowing Down in Europe
TikTok’s latest EU figures suggest the platform still has room to grow. Reaching 189 million monthly users is significant on its own, but the bigger story is that TikTok continues to add users while expanding shopping tools and relying more heavily on automated moderation.
The platform is getting larger, more commercial, and more complex at the same time. That creates plenty of opportunity for creators and marketers, but it also raises the stakes for TikTok as European regulators keep a close eye on how the company manages its growing influence.
Sources
Social Media Today — TikTok Continues to Add Users in EU
https://www.socialmediatoday.com/news/tiktok-continues-to-add-users-in-eu/829242/
TikTok Newsroom — Digital Services Act Transparency Report
https://newsroom.tiktok.com/digital-services-act-our-seventh-transparency-report-on-content-moderation-in-europe?lang=en-150
