TikTok is a social media platform owned by ByteDance that allows users to create and share short videos. It has over 1.5 billion downloads worldwide and 500 million monthly active users, with India being its largest market at over 170 million users prior to being banned. TikTok is a major source of entertainment for users, particularly funny videos, personal updates, and memes. It also enables content creators and influencers to earn money through sponsorships, advertisements, and other means once they gain a large following. While easy to use and focused on entertainment, TikTok differs from YouTube in its shorter video format and lack of monetization features for individual creators.

1. An Overview on the Business Model
By- Vaibhav A Pardeshi

2. About TikTok-
TikTok, known in China as Douyin, is a Chinese video-sharing focused social networking service owned by Byte
Dance. C.E.O. Zhang Yiming

3. Nikhil Gandhi
Nikhil Gandhi was born on 23rd August, 1977, in Khar, Mumbai. He completed schooling from Sacred Heart
Boys High School, Mumbai and then graduated with a bachelor’s degree in commerce as a Marketing Major
from Narsee Monjee College of Commerce and Economics. He obtained his master’s degree in commerce at
Mumbai University in 2003. In 2012, he successfully a completed a course from Indian School of Business
with a specialisation in brand management. Net Worth of Rs 2500 Crore.
Career Designation Experience
Viacom 18|Viacom18 Media Pvt. Ltd. Account Manager 1-year
Bennett Coleman and Co. Ltd Regional Head 2 years and 5 months
UTV Motion Pictures(Walt Disney Company) Business Head 5 years and 7 months
Times Network President & COO 2 years and 9 months
TikTok Regional Head of Middle
East, Africa, Turkey and
South Asia.
7 months

4. Fascinating TikTok Facts:
• The average time spent on TikTok by users is 52 minutes per day.
• TikTok has been downloaded more than 1.5 billion times since its launch.
• TikTok influencers usually charge around $800 per post if they have more than 2.5 million followers.
• Only 4% of marketers use TikTok.
• The application has more than 500 million monthly users.
• 90% of users access the application at least once daily.
• The duration of the video is of 15 sec, and available in 40 languages,

5. Number of active
users in Millions
ranked till April 21

6. Top TikTok Stars in India
TikTok Market in India-
TikTok reportedly had nearly 170 million
users in India at the time of the ban.

7. Quarter Downloads, millions
Q2 2016 21.3
Q3 2016 21.8
Q4 2016 24.8
Q1 2017 22.7
Q2 2017 28.4
Q3 2017 33.6
Q4 2017 46.8
Q1 2018 110.3
Q2 2018 156
Q3 2018 183.8
Q4 2018 205.7
Q1 2019 187.3
Q2 2019 155.9
Q3 2019 175.9
Q4 2019 199.4
Q1 2020 315
Q2 2020 306
Q3 2020 189
Q4 2020 177
Number of TikTok downloads by quarter
Year Country Downloads,
millions
2019 India 190.6
US 41
Turkey 23.2
Russia 19.9
Pakistan 19.5
2020 India 99.8
US 45.6
Brazil 34.7
Indonesia 30.7
Russia 25
Mexico 24.2
Top countries for TikTok
downloads, by year
Gender Percentage of users
Male 53%
Female 47%

8. Content type TikTok
users
Instagram Facebook
Funny videos 48% 42% 36%
Personal
news/updates
47% 43% 40%
Memes 39% 34% 29%
Coronavirus news 28% 26% 25%
Influencer posts 24% 16% 13%
Brand posts 21% 14% 11%
Non-coronavirus
news
21% 21% 19%
Brand/product
recommendations
21% 15% 12%
Percentage of users sharing content types
Account owner Followers, millions
Charli D’Amelio 105.8
Addison Rae 74.3
Zach King 54.5
Bella Poarch 52.4
Spencer Polanco Knight 50.9
Loren Gray 50.6
Dixie D’Amelio 47.9
Will Smith 46.8
Michel Le 44
Riyaz Aly 43.8
Top Content creators on TikTok

9. How users earn money form TikTok
• Refer and Earn (440Rs per referral)
• Watch and Earn ( 25 min = 9500 coins)
• Upload a video (12 Rs per video)
• Share the page to friends
• The coins earned can be spent on particular shopping websites.
Profit
Direct Profit
In app
purchases
Sponsorship
Indirect Profit
Linking of
other social
media apps

11. How TikTok earns money-
• Advertisement
• In app Purchase ( Gifting of coins)
• Funding
• Campaigning

12. • Copyright claims on the videos • No copyrights, anyone can use your audio too.
• Provide search bar to find videos through keywords • Users only can search for the other users with their
specific names
• Easy earning after giving good efforts • Various ways to get paid
• Need editing skills and system to make a good
video
• Only needs a smartphone with TikTok application
installed
• Can be complex to understand YouTube • Easy to operate and understand features in less time
• Need channel monetization to get paid • Just need followers and good reach to get paid
• Need new and fresh content • Need good camera and basic skills of lip-sync
• Good Career option • Can be done as a hobby or fun
• Can provide any kind of data and education • Only can be used for entertainment
• The big platform of any kind or videos • Can only short videos