牛津经济研究院-TIKTOK效应：tiktok在五个欧洲国家的社会经济影响（英）-2024.1-31页

TEHFFEETCIKTTOKTHESOCIOECONOMICIMPACTOFTIKTOKINFIVEEUROPEANCOUNTRIESJANUARY2024TheTikTokEffect-TheeconomicimpactofTikTokinfiveEuropeancountriesTABLEOFCONTENTSExecutivesummary21.Introduction92.TikTokasanenablerofSMEgrowth132.1SMEsonTikTokandtheirowners132.2HowandwhySMEsuseTikTok212.3ThebenefitstoSMEsfromusingTikTok273.TheeconomicimpactofSMEsuseofTikTokforgrowth313.1TikTokasadriverofSMEgrowth313.2TheimpactofSMEactivityonTikTokinthefive36EuropeanmarketsAppendixA:47TheeconomicvaluetoSMEsofTikTok’sfreeservicesAppendixB:53EstimatingtheeconomicimpactofSMEadvertising&marketingonTikTokAboutOxfordEconomics561TheTikTokEffect-TheeconomicimpactofTikTokinfiveEuropeancountriesTheTikTokEffect-TheeconomicimpactofTikTokinfiveEuropeancountriesEXECUTIVESUMMARY€4.8bnTikTokhasbecomeoneofEurope’smostpopularOurmodellingsuggeststhatSMEinvestmentsinadvertisingand“OwnersofSMEsonTikTokentertainmentandcontent-sharingplatformssinceitsglobalmarketingonTikTokgenerated€3.5billioninrevenuein2023GVAcontributiontoGDPlaunchin2018,andcurrentlyhasmorethan135millionforbusinessesinthefiveEuropeanmarkets.SMEsonTikTokalsointhefiveEuropeanmarketsaresupportedbySMEactivityonmonthlyactiveusersinEUcountries.1TikTokplayshostplacedasignificantvalueonfreeservicesprovidedbyTikTok,almostthreetimesaslikelytobeTikTokinfiveEuropeanmarketstoentertainingvideoco...