In July 2018, TikTok reached 500 million global active users according to ByteDance, the Chinese company behind it, beating other social platforms such as Snapchat by a wide margin without getting the same amount of attention.
TikTok was particularly popular in India last year, where the app was downloaded nearly 120 million times (via). It racked up tens of millions of downloads in other countries as well, however, indicating that it is a global phenomenon worth taking note of.
It’s just a matter of time that ad dollars will start shifting to TikTok (it has already started).
Here is the order (I am guessing) in terms of MAUs in India: