A new study highlights that TikTok's annual carbon emissions may surpass Greece’s total emissions, raising questions about the platform's environmental sustainability. Research by Greenly, a Paris-based carbon accounting firm, found that TikTok generated approximately 7.6 million metric tonnes of carbon dioxide equivalent (CO2e) in 2023 across the U.S., U.K., and France—more than Twitter/X and Snapchat combined. Despite having nearly twice the user base, Instagram’s emissions were only marginally higher.
The study attributes TikTok’s large carbon footprint to its highly addictive nature, with users spending an average of 45.5 minutes daily on the platform—significantly more than Instagram’s 30.6 minutes. Greenly notes that TikTok’s algorithm, designed to maximise video engagement, drives longer user sessions and higher emissions per user.
TikTok’s total global emissions likely exceed 50 million metric tonnes of CO2e, with the report noting this figure excludes emissions from office operations or employee commuting. For context, Greece’s 2023 carbon emissions stood at 51.67 million metric tonnes of CO2e.
Among social media platforms, TikTok ranks second in emissions per minute of use, producing 2.921 grams of CO2e—slightly less than YouTube. On an annual scale, the average TikTok user generates 48.49kg of CO2e, equivalent to driving 123 miles in a gasoline-powered car.
Unlike Meta and Google, TikTok has yet to publicly disclose its emissions data. While it has committed to achieving carbon neutrality by 2030 through its ‘Project Clover’ initiative, the company’s progress remains limited. To date, TikTok has only launched one renewable energy-powered data centre in Norway.