TikTok Lite, the streamlined version of the popular short-form video platform owned by Chinese tech giant ByteDance (Photo: a screenshot of the TikTok Lite app)
SEOUL, Jul. 15 (Korea Bizwire) – TikTok Lite, the streamlined version of the popular short-form video platform owned by Chinese tech giant ByteDance, has seen a dramatic rise in South Korea, with monthly active users approaching 4 million, according to recent data.
A survey conducted by WiseApp, a local app and retail analysis service, reveals that TikTok Lite’s user base in South Korea reached 3.84 million in June. This marks a significant increase from March when it first surpassed the 1 million user milestone with 1.19 million users.
The app’s popularity continued to soar, with user numbers jumping to 1.69 million in April and 3.24 million in May.
Comparing April and June statistics, the app’s user base has more than doubled in just two months, growing by 2.3 times.
TikTok Lite, launched in South Korea last December, is a stripped-down version of the original TikTok app, focusing primarily on video consumption. Industry observers attribute its rapid growth to an aggressive marketing strategy centered on cash rewards.
The app offers users points, easily convertible to cash, for inviting new members or watching videos and advertisements.
Interestingly, the app’s demographics skew older than might be expected for a social media platform. According to WiseApp, as of June, users in their 40s constituted the largest age group, accounting for 32.7% of the total user base with 1.25 million users.
This trend is believed to be driven by the growing “app-tech” phenomenon, where smartphone users, particularly in older age groups, use apps as a form of financial management or income generation.
Users under 20 years old made up 7.6% of the total user base in June, with 292,587 users. TikTok Lite allows registration from age 14, though reward points are only available to users 19 and older.
An IT industry insider, speaking on condition of anonymity, noted, “The dramatic growth in TikTok Lite users seems to be largely due to the effectiveness of its bold reward program.”
However, TikTok Lite’s rapid ascent in South Korea comes amid controversy in other markets. In April, the European Union’s executive body, the European Commission, raised concerns about the app’s reward program, suggesting it could lead to addictive behavior. In response, TikTok voluntarily suspended the reward program in the EU pending further risk assessment.
Kevin Lee (kevinlee@koreabizwire.com)
