Social Media Statistics 2026: Users, Revenue & Trends

Social Media Statistics 2026

Last updated: April 12, 2026

Social media has crossed a new landmark: 5.66 billion users worldwide, meaning more people on Earth now use social media than don’t. That supermajority milestone — roughly 69% of the global population and 93.8% of all internet users — shapes everything from how brands spend advertising budgets to how Gen Z searches for information. This page aggregates the most current social media statistics available for 2026, sourced from platform earnings reports, DataReportal’s Digital 2025 research, Statista, Sprout Social, and Influencer Marketing Hub.

Sources used: Meta Q4 2025 Earnings Report (January 28, 2026), DataReportal Global Digital 2025, We Are Social / Meltwater, Statista, Sprout Social Q2-Q3 2025 Pulse Surveys, Influencer Marketing Hub Benchmark Report 2025, Kepios analysis, Mordor Intelligence.

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Quick-Reference: Key Social Media Numbers for 2026

Metric	Figure	Source
Global social media users	5.66 billion	DataReportal / Kepios, Oct 2025
Share of global population	~69%	DataReportal 2025
New users added per year	259 million (~4.87%)	DataReportal 2025
New users added per second	8	DataReportal 2025
Average daily usage	2h 23min	We Are Social 2025
Average platforms used per month	6.7–6.8	DataReportal / GWI 2025
Largest platform (MAU)	Facebook, 3.22B	Blog2Social / DataReportal 2026
Fastest-growing platform	TikTok (+17.6% YoY)	We Are Social, Oct 2025
Meta FY2025 total revenue	$200.97 billion	Meta Platforms Q4 2025 earnings
Meta daily active people (Dec 2025)	3.58 billion	Meta Q4 2025 earnings
Global social media ad spend (2025)	$275.98 billion	Statista 2025
TikTok global ad revenue (2025)	~$28.6 billion	Business of Apps / BizReport
Influencer marketing market (2025)	$32.55 billion	Influencer Marketing Hub 2025
Social commerce revenue by 2030	$8+ trillion (projected)	BroadbandSearch / industry consensus

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Global User Growth: 5.66 Billion and Counting

Detailed analysis by Kepios, published through DataReportal’s global social media tracker, puts global social media “user identities” at 5.66 billion as of October 2025. The phrasing “user identities” matters: the figure reflects accounts rather than unique individuals, since many people run multiple profiles across platforms. Even with that caveat, the scale is unambiguous — social media users now outnumber non-users by two to one.

Growth continues at a pace that surprises those who assumed the market was saturated. The 259 million new user identities added between October 2024 and October 2025 represent 4.87% annualized growth, at an average of 7.8 new users every second. That pace is faster than global population growth, meaning social media penetration is continuing to climb. By 2028, global users are projected to surpass 6 billion, with growth concentrated in Asia and Africa.

The fastest-growing region is Sub-Saharan Africa, where mobile-first adoption is driving rapid expansion despite relatively lower overall penetration. Eastern Asia, by contrast, is already near saturation — approximately 97% of internet users in the region use social media, driven largely by WeChat’s near-ubiquitous penetration in China. China holds the highest single-country user total at approximately 1.18 billion users.

North America’s social media landscape has matured. Statista estimates the US will have 316 million social media users in 2026, growing slowly toward a projected 330 million by 2029. The growth story in 2026 is not American or European — it’s African and South Asian.

Platform Rankings: Who’s Up, Who’s Declining

The platform hierarchy has remained stable at the top while the middle tier is being actively reshuffled. Here’s where each major platform stands in early 2026:

Facebook — 3.22 Billion MAU

Facebook remains the world’s largest social network by monthly active users, though its share of youth attention continues to decline in developed markets. Meta’s Q4 2025 earnings report confirmed 3.58 billion daily active people across the entire Meta family of apps (Facebook, Instagram, WhatsApp, Messenger, Threads) as of December 2025. Facebook is particularly dominant in Asia-Pacific and Africa, and among users over 35 in Western markets. Per Sprout Social’s 2026 data, Facebook is the most popular platform globally — but in the US, YouTube has overtaken it for domestic reach.

YouTube — 2.85 Billion MAU

YouTube is the second-largest platform globally and the most-used in the United States. Its cross-generational reach is unmatched: 91% of Gen Z, 90% of Millennials, 83% of Gen X, and 69% of Baby Boomers use it (Sprout Social 2026). Critically, YouTube is the only major platform where brand-recall from advertising exceeds 30 days, making it distinctive for upper-funnel campaigns. Watch time is overwhelmingly mobile, though YouTube’s desktop audience remains larger than most competitors.

Instagram — 2.20 Billion MAU

Instagram is experiencing the strongest growth within Meta’s portfolio, up approximately 10% year-over-year into 2026. The platform’s largest audience is adults aged 25–34, and it remains the top platform for influencer campaigns — 72% of brands prefer it for creator partnerships (Influencer Marketing Hub 2025). Product discovery is Instagram’s commercial superpower: more than half of users report discovering new products through the platform, making it the dominant top-of-funnel channel for consumer goods brands.

TikTok — 1.7–1.9 Billion MAU

TikTok is the growth story of the era. We Are Social’s October 2025 data shows 17.6% year-over-year audience growth — more than three times Facebook’s 5.7% and eight times YouTube’s 2.1%. The platform now boasts over 1.6 billion active users globally, with US users exceeding 135 million. Average session time of 58 minutes per day in the US makes it the most engaging app by time-on-platform. TikTok’s engagement rate of 2.5% is the highest among major social platforms — nearly five times Instagram’s and over 37 times Facebook’s. Despite its scale, only 28% of marketers currently leverage TikTok advertising, leaving significant headroom for brand entry.

WhatsApp — 2B+ MAU

WhatsApp’s dominance is geographic rather than generational. It’s the primary communication platform in large parts of Latin America, South Asia, Africa, and the Middle East — markets where SMS infrastructure is unreliable and data costs favor a single app. With 54% of online adults reporting monthly WhatsApp use in GWI’s Q2 2025 survey, it ranks fourth globally. WhatsApp Business is growing as a commerce channel, particularly in Brazil and India.

X (formerly Twitter) — ~611 Million MAU, Declining

X is the only major platform experiencing consistent audience contraction. DataReportal data shows a 5.5% year-over-year audience decline. In a notable sign of the platform shift, January 2026 Similarweb data confirmed that Threads — Meta’s X alternative — surpassed X in daily mobile active users, with 141.5 million versus X’s 125 million on mobile. X still maintains dominance in desktop browser traffic (145.4 million daily web visits versus Threads’ 8.5 million), but the demographic and engagement trajectory is unfavorable for long-term advertiser investment.

Threads — Rapid Ascent

Meta’s Threads launched in 2023 and has grown into a legitimate category competitor. Its 2026 audience growth rate of approximately 9.4% (Blog2Social data) makes it the second-fastest-growing major platform after TikTok. The platform’s users skew toward the 18–34 demographic and positions itself as the lower-friction alternative to X for real-time text-based conversation.

LinkedIn — 1B+ Members

LinkedIn continues to function as the dominant B2B social platform, with B2B marketers ranking it as their most-used channel in 2025. The platform’s audience is shifting — the 25–34 age bracket that once held 50.6% of the audience has adjusted to 33.4% as the platform diversifies across career stages. LinkedIn text posts significantly outperform images and video for engagement, which is counterintuitive compared to every other major platform.

Daily Usage: How Long People Actually Spend on Social Media

The global average time spent on social media is 2 hours and 23 minutes per day (We Are Social 2025). Americans average slightly less at 2 hours and 9 minutes. Latin American users average the longest sessions globally, frequently exceeding 3 hours per day.

By age group, usage is starkly concentrated in the young:

• 16–24 year-olds: ~3 hours 30 minutes per day across platforms; active on social on 4.6 days per week — the most consistent and time-intensive cohort
• 25–34 year-olds: ~2 hours 57 minutes per day; active on 4.4 days per week; the most commercially valuable demographic by purchasing power
• 35–44 year-olds: engagement drops meaningfully but Facebook and YouTube retain strong reach
• 45+ year-olds: significantly lower daily usage, concentrated on Facebook and YouTube

The typical user is not single-platform. DataReportal’s analysis shows the average person maintains active presence on 6.7–6.8 different social networks per month. That multi-platform behavior has major implications for marketers: a campaign targeting one platform alone now reaches only a fraction of even that platform’s users on any given day.

TikTok is the outlier by session intensity. US adults spend an average of 58.4 minutes per day on TikTok alone — more than on any other individual app. Users spend nearly 35 hours per month total on the platform (global average). That depth of attention is what drives TikTok’s advertising pricing power despite its younger-skewing audience.

Social Media Revenue: The $200 Billion Era

Social media is now one of the largest advertising markets on earth. Global social media advertising spend reached an estimated $275.98 billion in 2025 (Statista), projected to grow at an 11.71% CAGR to reach $480 billion by 2030.

Meta: $200.97 Billion in 2025 Revenue

Meta’s Q4 2025 earnings report, published January 28, 2026, confirmed full-year 2025 revenue of $200.97 billion — a 22.17% increase year-over-year and the first time the company has crossed the $200 billion annual revenue threshold. Advertising accounts for approximately 97% of Meta’s revenue. Ad impressions across Meta’s Family of Apps increased 12% for the full year, while the average price per ad rose 9%.

For 2026, Meta has guided Q1 revenue of $53.5–56.5 billion, implying full-year revenue in the range of $220–240 billion if growth continues at current rates. Meta’s 3.58 billion daily active people represents a 7% year-over-year increase — a meaningful growth rate at that scale.

TikTok: ~$28.6 Billion in 2025

TikTok generated approximately $28.6 billion in global revenue in 2025, according to Business of Apps data tracking quarterly receipts through H1 2025. That’s up from $23 billion in 2024, itself a 42.8% year-over-year increase. TikTok ad revenue is projected to reach $34.8 billion in 2026. The US market accounted for roughly $10 billion of 2025 revenue, with US ad revenue projected to exceed $17 billion in 2026. TikTok’s parent company ByteDance generated $73 billion in just the first half of 2024, comparable to Meta’s $75.5 billion in the same period.

TikTok Shop — the platform’s integrated e-commerce product — is growing into a significant revenue stream independently. TikTok Shop GMV (gross merchandise volume) has been revised upward to $84.3 billion, with over 15 million sellers and 70 million product listings active on the platform.

The Influencer Economy: $32.55 Billion and Growing

The influencer marketing industry reached $32.55 billion in 2025, up from $24 billion in 2024 — a 35% single-year increase representing roughly 30% compounded annual growth since 2020 (Influencer Marketing Hub 2025). The market is projected to surpass $40.51 billion in 2026 (Mordor Intelligence).

The economics of influencer marketing have matured significantly. Brands earn an average return of $5.78 for every $1 spent, with top-performing campaigns returning $18–20 per dollar. Micro-influencers — those with 10,000–100,000 followers — now capture 40% of influencer budgets and deliver three times higher engagement rates on Instagram compared to macro-influencers. Celebrity endorsement has declined as a consumer preference: among adults under 35, only 8% prefer celebrity influencers, while micro-influencers capture 54% of total consumer preference, reflecting the premium placed on perceived authenticity.

Half of influencer-following Americans made at least one influencer-driven purchase in 2025, averaging three such purchases totaling $372 per person annually (Morning Consult). Among Gen Z specifically, the average is 3.2 influenced purchases per month.

Social Media Demographics: Who Uses What in 2026

Understanding platform demographics is now foundational to marketing strategy, because no single platform reaches all age groups at scale.

Generation Z (born 1997–2012): Gen Z’s platform preferences, per Sprout Social 2026: YouTube (91%), Instagram (86%), TikTok (79%), Facebook (77%). Despite assumptions that Gen Z has abandoned Facebook, the platform still reaches more than three-quarters of the demographic. What has shifted is where Gen Z spends primary attention — TikTok and Instagram dominate time-on-app — while Facebook functions more as a utility or community-finding tool. Gen Z is also the demographic most likely to use social media as a search engine. Per Sprout Social’s Q2 2025 Pulse Survey, 41% of Gen Z now turns to social media first when looking for information, versus 32% who prioritize Google or traditional search engines.

Millennials (born 1981–1996): Platform preferences: YouTube (90%), Facebook (89%), Instagram (81%), TikTok (69%). Millennials remain the largest US social media user group at approximately 68.5 million users. They are the highest-value demographic for social commerce given peak purchasing power. TikTok has stronger Millennial penetration than is commonly assumed — 69% is not a Gen Z exclusive platform.

Gen X (born 1965–1980): Platform preferences: Facebook (88%), YouTube (83%), Instagram (60%), TikTok (46%). Gen X’s social behavior is characterized by longer average sessions on fewer platforms. Facebook is the anchor.

Baby Boomers (born 1946–1964): Platform preferences: Facebook (88%), YouTube (69%), Instagram (39%), TikTok (20%). Approximately 36.9 million Boomers use social media in the US. TikTok’s 20% penetration in this age group, while low relative to other platforms, is higher than many marketers assume.

Gender split globally: The overall gender distribution among social media users is approximately 53% male, 47% female — relatively balanced, though it varies considerably by platform. TikTok’s user base is 55.7% male, 44.3% female as of January 2026.

Social Search: The Shift Away from Google

One of the most structurally significant trends in the 2026 data is the rise of social media as a search tool, particularly among younger users. This is not a marginal behavior.

Sprout Social’s Q3 2025 Pulse Survey found that 52% of social media users prefer social search over AI chatbots specifically because they want user-generated content and personal experiences — the kind of firsthand accounts that neither Google nor AI can reliably provide. Trust is shifting alongside behavior: among Gen Z, 52% say they are more likely to trust brand or product information found on social media than information found through Google or AI chatbots.

The implications are material. Instagram, TikTok, and YouTube are now functioning as discovery engines — the entry point for product research — in addition to their core entertainment and communication roles. This search behavior is especially pronounced in food, beauty, travel, and home categories. For marketers, this means organic social presence is now part of search strategy, not separate from it.

2026 Social Media Trends to Watch

AI-generated content and AI-detection tools are both accelerating. Platforms are investing in AI-generated content tools for creators while simultaneously building detection systems for low-quality AI spam. The arms race between AI content creation and content moderation is intensifying — TikTok alone removed 200 million accounts and videos per quarter in 2025.

Social commerce is becoming social infrastructure. TikTok Shop’s $84.3 billion GMV figure positions it not as a feature but as a standalone commerce platform. Instagram Shopping and Facebook Marketplace are following similar trajectories. Social commerce revenue is projected to exceed $8 trillion globally by 2030 — a figure that, if accurate, would make social platforms among the world’s largest retail channels.

Regulation is arriving, particularly for younger users. Meta’s Q4 2025 earnings noted ongoing scrutiny on youth-related issues and scheduled trials in the US in 2026. Multiple US states have passed or are debating laws restricting social media access for minors, and the EU’s Digital Services Act is actively enforcing content moderation standards that differ from US norms. Regulatory compliance is now a meaningful cost line for all major platforms.

Short-form video continues to compress attention everywhere. Every major platform now has a short-form vertical video product: YouTube Shorts, Instagram Reels, TikTok, Snapchat Spotlight, Pinterest Idea Pins. The format has become default, not optional. Platforms that don’t surface short-form video prominently are losing active session time.

The creator economy is professionalizing rapidly. The gap between amateur and professional creator is narrowing — tools for production, monetization, analytics, and brand partnership are now accessible to nano-influencers. Creator-linked storefronts generate an average of $4,200 per month per nano-influencer (Amra and Elma), a 34% increase from mid-2025. This democratization of creator revenue is attracting broader participation and accelerating content volume on every platform.

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Frequently Asked Questions

How many people use social media in 2026?

As of October 2025, there are approximately 5.66 billion social media user identities globally, representing roughly 69% of the world’s population and 93.8% of all internet users. Note that this figure reflects accounts rather than unique individuals, as many people maintain multiple accounts across platforms.

What is the largest social media platform in 2026?

Facebook remains the largest platform globally by monthly active users, with approximately 3.22 billion MAU as of early 2026. However, in the United States specifically, YouTube has surpassed Facebook as the most-used platform. TikTok is the fastest-growing platform, adding users at 17.6% year-over-year — more than three times Facebook’s growth rate.

How much money does social media advertising generate?

Global social media advertising spend reached approximately $275.98 billion in 2025 (Statista), projected to reach $480 billion by 2030. Meta alone generated $200.97 billion in total revenue in 2025, with 97% from advertising. TikTok generated approximately $28.6 billion in global revenue in 2025, with $34.8 billion projected for 2026.

How much time do people spend on social media per day?

The global average is 2 hours and 23 minutes per day across platforms (We Are Social 2025). Americans average slightly less at 2 hours and 9 minutes. The 16–24 age group averages approximately 3 hours 30 minutes per day. TikTok specifically accounts for 58 minutes of daily use among US adults.

Is TikTok still growing in 2026?

Yes. TikTok’s global audience grew 17.6% year-over-year through October 2025, making it by far the fastest-growing major platform. Global MAU is estimated at 1.7–1.9 billion, up from 1.5 billion in early 2025. TikTok’s ad revenue is projected to reach $34.8 billion in 2026, with US ad revenue alone exceeding $17 billion.

What is the most used social media platform among Gen Z?

By platform reach among Gen Z, YouTube leads at 91%, followed by Instagram (86%), TikTok (79%), and Facebook (77%). By time spent and primary attention, TikTok and Instagram dominate. By trust for product/brand information, 52% of Gen Z trust social media more than Google or AI chatbots.

How big is the influencer marketing industry in 2026?

The influencer marketing industry is projected to reach $40.51 billion in 2026, up from $32.55 billion in 2025. Brands earn an average of $5.78 for every $1 spent on influencer campaigns. Instagram is the preferred platform for 72% of brands running influencer campaigns, while TikTok delivers the highest engagement rates and the best reported ROI per dollar for many advertisers.

What is social commerce, and how big is it?

Social commerce refers to purchases made directly within social media platforms, without leaving the app. TikTok Shop alone has reached $84.3 billion in gross merchandise volume with over 15 million sellers. Social commerce revenue globally is projected to exceed $8 trillion by 2030 — a figure that would make social platforms among the world’s largest retail environments if sustained.

How is Gen Z changing how people search online?

41% of Gen Z now turns to social media first when searching for information, compared to 32% who start with Google or traditional search engines (Sprout Social Q2 2025 Pulse Survey). This preference is driven by trust in user-generated content and personal experiences over algorithmic search results or AI-generated summaries. The trend is strongest in food, beauty, travel, and product research categories.

What social media platforms are declining?

X (formerly Twitter) is the most clearly declining major platform, with a 5.5% year-over-year audience contraction (DataReportal). In daily mobile active users, Threads has surpassed X as of January 2026 (141.5 million versus 125 million on mobile). Snapchat has also seen slower growth relative to earlier years, though it retains strong teen penetration. Pinterest has maintained relatively stable usage.