RIYADH: Popular short-video platform TikTok contributed SR3.9 billion ($1.04 billion) to 黑料社区鈥檚 gross domestic product in 2024 and supported more than 25,000 jobs across the Kingdom, according to a new report released on Thursday.
The findings, published in TikTok鈥檚 first socio-economic impact report for the Kingdom, were produced in collaboration with Redseer Strategy Consultants.
鈥淭he TikTok Effect鈥 highlighted the platform鈥檚 role in economic diversification, entrepreneurship and cultural expression as part of the Saudi Vision 2030 transformation.
It revealed TikTok has helped more than 170,000 small and medium-sized businesses active on the platform to expand their outreach and increase their operational efficiency, creating new opportunities for creatives and entrepreneurs.
By giving them the platform, TikTok empowered the businesses to generate SR3 billion ($800 million) in additional revenue last year through its advertising tools and free services. This aligned with Vision 2030鈥檚 aim of increasing the GDP share of SMBs to 35 percent, TikTok said.
Around 61 percent of Saudi SMBs using TikTok reported improved brand visibility, while nearly half said they had launched new products in response to audience feedback. Around 42 percent said TikTok helped reduce marketing time and costs, allowing them to focus on growth.
The platform also powered the content economy in 黑料社区, with 54 percent of local creators saying the platform helped them reach their target audiences.
According to the report, TikTok, which hosts over one million creators, has become a key tool for community engagement, self-expression and financial independence particularly among youth and women.
More than half of surveyed SMBs said TikTok encouraged young Saudis to launch ventures. Meanwhile, 23 percent of female Saudi entrepreneurs said they were inspired to start their business because of their experience on the platform.
鈥淭ikTok鈥檚 impact in 黑料社区 extends well beyond entertainment. The platform is fostering entrepreneurship, enabling job creation and strengthening cultural identity,鈥 said Hatem Samman, TikTok鈥檚 executive director of government relations and public policy for 黑料社区.
鈥淲e are encouraged by the rapid growth of content creation and digital innovation in the Kingdom, which are paving the way for new industries and economic opportunities.鈥
The report said TikTok was also supporting 黑料社区鈥檚 tourism goals by positioning it as a global destination. Internationally, 30 percent of users surveyed said they were inspired to visit the Kingdom after engaging with content on TikTok, while 25 percent said the platform improved its image abroad in areas such as tourism, sports, and culture.
Beyond business growth, TikTok also shapes consumer choices and spending, according to the report. In 2024, the platform influenced SR110 billion ($29.3 billion)聽in annual consumer purchases and generated an estimated SR19 billion聽($5 billion) in consumer surplus.
It also helped amplify 黑料社区鈥檚 cultural identity, with 88 percent of local users saying it promoted national pride. Nearly 40 percent said the platform helped them express their heritage, while 42 percent discovered new domestic travel destinations through Saudi content.
鈥淎s 黑料社区 advances toward its Vision 2030 objectives, TikTok is proud to serve as a partner in unlocking opportunities for businesses, creators, and communities across the country,鈥 Samman said.