TikTok reaches 4.5 million monthly active users in Portugal

TikTok has reached a new milestone in Portugal, reporting 4.5 million monthly active users. This figure represents the average monthly active users recorded between July and December 2025, following the methodology used in transparency reports submitted under the European Union’s Digital Services Act (DSA).

The platform is seeing a convergence of entertainment, content discovery, and purchasing decisions. According to an Ipsos study across 12 markets, 93% of daily TikTok users use the app to research products before buying, and 68% stated that advertising on the platform led them to make immediate purchases.

Several brands in Portugal are already utilizing these trends. IKEA Portugal reported significant results using the Smart+ Catalog tool, including a conversion rate four times higher than previous benchmarks. Coca-Cola has integrated premium advertising formats with activations like Rock in Rio Lisboa, while Nestlé has utilized the platform for lead generation campaigns.