TikTok Grows Up: Why Adults Are Now the Platform’s Core Audience in Ukraine.

Today, TikTok reaches 58.4% of Ukraine’s population aged 18+, making it one of the most powerful digital channels for brands. The core of the platform is the 25–34 age group: 23.1% of men and 15.5% of women in this segment actively use TikTok. This is an audience with high engagement, strong content consumption, and a clear readiness to interact with brands.

The younger adult segment aged 18–24 also remains strong, with 10.1% of men and 10.5% of women, but the data clearly shows that the center of gravity is shifting toward more mature users. Even in the 35–44 age group, TikTok maintains solid reach at 9.7% of men and 7.1% of women, while among 45–54-year-olds the figures are 6.2% and 5.1% respectively. Even the 55+ segment no longer looks like an exception, with 6.1% of men and 6.5% of women present on the platform.

These numbers are changing the very perception of TikTok—from a purely entertainment platform to a fully fledhed tool for communication, influence, and sales.

The only question is: are you still treating TikTok as a “test channel,” or are you already losing part of the adult audience that has been there for quite some time?

Data processed by Media Systems