TikTok Lite Surpasses 12 Million Downloads in Emerging Markets

TikTok quietly expands its global reach with two Lite app versions that attract over 12 million downloads since August 2018. The streamlined apps target emerging markets like India and Indonesia while the flagship app receives heavy marketing.

04 Jan 2019 • 1 min read

Short-form video app TikTok expands aggressively into emerging markets through a quietly launched Lite version of its application. The Lite app actually consists of two separate versions designed to reach users in regions with limited connectivity or older devices.

The first Lite app launches in Thailand in August 2018 and gains 5 million installs across Asian markets like Indonesia and Vietnam. A second version debuts in November and quickly grows to 7.1 million downloads by serving India, Brazil, and 15 additional non-Asian countries.

Combined downloads for both Lite apps exceed 12 million in roughly six months, yet TikTok does not heavily promote these versions. Instead, parent company ByteDance focuses its massive marketing budget on the flagship TikTok app as the company leverages its $78 billion valuation to dominate global social media.

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