Vendor reportSprout Social, 2026

Gen Z is TikTok's heaviest brand audience

Channel validation

Share of Users Interacting With Brand Content on TikTok Multiple Times a Day, by Generation

Share of Users Interacting With Brand Content on TikTok Multiple Times a Day, by Generation
Generation	Share of users (%)
Gen Z	44%
Millennials	37%
Gen X	30%
Baby Boomers	31%

Reader Note:: Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. This figure shows the share of users interacting with brand content on TikTok multiple times a day by generation: Gen Z 44%, Millennials 37%, Gen X 30% and Baby Boomers 31%. The report does not state generation-specific base sizes or whether the denominator is all respondents or TikTok users only.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

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20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Gen Z is TikTok's heaviest brand audience

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