TikTok Skews Older Than You’d Think — And That’s Good News for Us!

We tend to think of TikTok as a platform built for teens and Gen Z, but new data suggests the platform’s user base has shifted. According to a May 2026 survey from Comscore, 36.5 million US visitors ages 25 to 34 came to TikTok in May 2026, compared with 24.5 million ages 18 to 24 — meaning millennials, not teens, are now TikTok’s largest audience segment.

This shift matters for how we think about TikTok as a marketing channel for our client verticals who would love to see more sales from audiences aged 25-44, an audience segment with real discretionary spending power. Millennials aren’t just showing up, they’re converting: 47% of TikTok users ages 25 to 44 go on to purchase a product they first discovered on the platform, making them TikTok’s most active shoppers, and an incredibly attractive audience for live, ticketed experiences.

Interestingly, Gen Z is moving in the opposite direction. 63% say they’ve stopped buying through TikTok Shop, even as 62% still use the app to discover products — suggesting younger users increasingly use TikTok as a discovery tool rather than their last stop before purchasing, while it’s millennials who are actually moving through the purchase funnel.