Report unveils that Pakistani users are no longer using TikTok solely for entertainment
LAHORE: (UrduPoint/Pakistan Point News-Dec 26th, 2025) The popular video-sharing platform TikTok has released detailed data on the most searched topics and personalities in Pakistan for the year 2025, highlighting evolving user trends across the country.
The report unveiled that Pakistani users are no longer using TikTok solely for entertainment. Instead, the platform has increasingly become a source for information, shopping decisions, educational guidance, and learning new skills.
Head of Content Operations for South Asia at TikTok, Amees Naveed, said that TikTok Search has become an integral part of daily life in Pakistan. She noted that users are not just watching videos but actively searching for real-time information and context, whether it is planning a weekend trip or checking product reviews.
Health and fitness
Searches related to fitness content saw a 66 percent increase in 2025, indicating growing awareness among Pakistanis about health and exercise. The trend also reflects a rising preference for video-based guidance on fitness and wellness.
Travel and food
Pakistanis’ passion for travel and food remained strong in the digital space. Searches for travel-related content increased by 53 percent, while food-related searches rose by 52 percent.
Islamabad emerged as the most viewed tourist destination, followed by Altit Fort in Hunza, River Chenab, Lahore, and Karachi. Alongside traditional foods such as biryani and potato-based dishes, viral food trends including lava burger, matcha drinks, and Dubai chocolate also gained significant traction.
Cricket and showbiz
Cricket continued to dominate as the most popular topic on the platform. Users most frequently searched for Babar Azam’s centuries and match highlights of Pakistan vs South Africa and Pakistan vs India. Among players, Babar Azam, Virat Kohli, and Haris Rauf topped the search charts.
In the entertainment sector, Pakistani dramas, Turkish series, and reality shows such as Tamasha and Hum Awards remained widely discussed and searched.
Lifestyle and technology
The report further revealed that women showed strong interest in searches related to mehndi designs, while tech-savvy users explored content on artificial intelligence (AI), including its applications, prompts, and software updates.
Watching product reviews before making purchases also featured among the top trends, reflecting a shift toward more informed and thoughtful buying decisions among Pakistani consumers.
