60+ Social Media Statistics: Users, Platforms & Trends (2026)
Last updated: March 2026
There are now 4.8 billion social media users worldwide — 60.6% of the global population. The average person spends 2 hours and 24 minutes per day on social platforms, Facebook still leads with 3.07 billion monthly active users, and social media ad spending has surpassed $230 billion annually. From TikTok’s dominance in short-form video to the rise of social commerce, here are 100+ social media statistics for 2026.
Key Social Media Statistics (2026)
- 4.8 billion social media users worldwide — 60.6% of global population (DataReportal)
- Average daily time on social media: 2 hours 24 minutes (DataReportal)
- Facebook: 3.07 billion MAU, still the largest platform (Meta)
- Social media ad spend: $230+ billion in 2025 (Statista)
- Social commerce revenue in the US: $80+ billion (eMarketer)
- 96% of marketers use social media for marketing (HubSpot)
- Short-form video is the #1 content format by engagement across all platforms (HubSpot)
Global Social Media Usage
| Metric | Value | Source |
|---|---|---|
| Total social media users | 4.8 billion | DataReportal |
| Percentage of world population | 60.6% | DataReportal |
| New users per day (average) | ~640,000 | DataReportal |
| Average time on social per day | 2h 24m | DataReportal |
| Average number of platforms used | 6.7 | GWI |
| Social media penetration (North America) | 74% | DataReportal |
| Social media penetration (Africa) | 33% | DataReportal |
| YoY growth in social users | +4.8% | DataReportal |
- 4.8 billion people use social media — more than the number of people who have bank accounts or drive cars. Social media added roughly 640,000 new users every day in 2025
- The average person uses 6.7 different social platforms per month, up from 5.8 in 2020, reflecting fragmentation rather than loyalty to a single platform
- Daily social media time averages 2 hours 24 minutes globally, though this varies significantly — Nigeria leads at 3h 47m, while Japan averages only 51 minutes
- Africa remains the fastest-growing region for social media, with user growth of +12% YoY, driven by increasing smartphone adoption and mobile internet access
- Gen Z spends the most time on social media (3h 02m/day), but Boomers are the fastest-growing demographic, with usage up 18% since 2023
Platform Statistics
| Platform | Monthly Active Users | Key Demographic |
|---|---|---|
| 3.07 billion | 25-44 age group | |
| YouTube | 2.5 billion | All ages |
| 2.78 billion | 25-54 age group | |
| 2.35 billion | 18-34 age group | |
| TikTok | 1.69 billion | 16-24 age group |
| 1.34 billion | China-dominant | |
| Telegram | 950 million | 18-34 age group |
| Snapchat | 850 million | 13-24 age group |
| 1.1 billion members | 25-54 professionals | |
| X (Twitter) | 600 million | 25-49 age group |
| 537 million | Women 25-44 | |
| 430 million | Men 18-34 | |
| Threads | 320 million | 25-34 age group |
- Facebook remains the world’s largest social network at 3.07 billion MAU, though its growth has stalled in North America and Europe. Gains come from Asia-Pacific and Africa
- WhatsApp surpassed Instagram to become Meta’s second-largest property at 2.78 billion users, driven by business messaging features and emerging market adoption
- TikTok reached 1.69 billion users despite ongoing regulatory scrutiny and a US ban attempt. It generates more engagement per session than any other platform
- Telegram crossed 950 million users, growing 25% YoY — it’s the fastest-growing messaging platform, particularly popular in Eastern Europe and the Middle East
- Threads (Meta’s X competitor) reached 320 million sign-ups, though daily active usage remains roughly 15-20% of that number
Time Spent on Social Media
| Platform | Average Daily Time | Source |
|---|---|---|
| TikTok | 58 minutes | data.ai |
| YouTube | 48 minutes | data.ai |
| 33 minutes | data.ai | |
| 31 minutes | data.ai | |
| Snapchat | 30 minutes | data.ai |
| X (Twitter) | 24 minutes | data.ai |
| 11 minutes | data.ai | |
| 14 minutes | data.ai |
- TikTok dominates attention with 58 minutes of average daily usage, making its algorithm the most effective at capturing and holding attention
- YouTube holds its own at 48 minutes daily, bolstered by YouTube Shorts (which now gets 70 billion daily views) competing directly with TikTok
- Instagram increased time-on-app by 15% YoY, largely due to Reels — which now account for 50% of all time spent on Instagram
- Total time spent on social media collectively amounts to 12 billion hours per day worldwide — the equivalent of 1.4 million years of human time every single day
- Users under 25 spend 40% more time on social media than the global average, with TikTok and Snapchat accounting for over half their screen time
Social Commerce
| Metric | Value | Source |
|---|---|---|
| US social commerce revenue (2025) | $80+ billion | eMarketer |
| Global social commerce (2025) | $1.2 trillion | Statista |
| Projected US social commerce (2028) | $145 billion | eMarketer |
| Consumers who bought via social media | 58% | Sprout Social |
| TikTok Shop GMV (2025) | $50+ billion | Bloomberg |
| Instagram Shopping users (monthly) | 130 million+ | |
| Average social commerce order value | $72 | eMarketer |
| China social commerce share of e-commerce | 22% | McKinsey |
- Global social commerce reached $1.2 trillion in 2025, led by China where livestream shopping is already mainstream and social commerce accounts for 22% of all e-commerce
- TikTok Shop is the fastest-growing social commerce platform, achieving $50+ billion in gross merchandise value — more than tripling from the previous year
- 58% of consumers have made a purchase through social media, up from 44% in 2023 — Instagram and TikTok are the top platforms for discovery-to-purchase
- The average social commerce order value is $72, still well below traditional e-commerce ($128), indicating most social purchases are impulse or lower-ticket items
- US social commerce is projected to nearly double to $145 billion by 2028, driven by improved in-app checkout and influencer-powered product launches
Social Media Advertising
| Metric | Value | Source |
|---|---|---|
| Global social ad spend (2025) | $230+ billion | Statista |
| Meta ad revenue (2025) | $164 billion | Meta |
| TikTok ad revenue (2025) | $23 billion | Bloomberg |
| YouTube ad revenue (2025) | $36 billion | Alphabet |
| LinkedIn ad revenue (2025) | $7.5 billion | Microsoft |
| Average CPM (social ads) | $8.50 | WordStream |
| Facebook organic reach (brand pages) | 5.2% | Socialinsider |
| Marketers using paid social | 83% | HubSpot |
- Social media advertising surpassed $230 billion in 2025, accounting for roughly 33% of all digital ad spending worldwide
- Meta dominates with $164 billion in ad revenue — more than the next five social platforms combined — driven by AI-powered ad targeting and Advantage+ campaigns
- Facebook organic reach for brand pages has fallen to just 5.2%, meaning only about 1 in 20 followers see an unpaid post — making paid social essentially mandatory for brands
- TikTok’s ad business grew 40% to $23 billion, with its advertising CPM averaging $6.50 — still cheaper than Meta ($11.20) and YouTube ($12.80), attracting budget-conscious advertisers
- 83% of marketers use paid social advertising, and 67% say social ads deliver positive ROI — though measurement challenges persist with iOS privacy changes
Social Media Trends 2026
- Short-form video dominates everything. TikTok, Instagram Reels, and YouTube Shorts collectively receive 200+ billion daily views. Platforms that don’t prioritize video are losing engagement
- AI-generated content is flooding social feeds. An estimated 20% of social media posts now involve AI assistance, from copywriting to image generation to automated replies
- Social search is replacing Google for Gen Z. 51% of Gen Z prefers TikTok or Instagram for product research over traditional search engines
- Creator economy continues to grow. There are now 200+ million creators worldwide, and the creator economy is valued at $250+ billion including brand deals, subscriptions, and merchandise
- LinkedIn is having a content renaissance. Engagement on LinkedIn grew 25% YoY, driven by newsletter features, video posts, and professionals creating thought leadership content
- Privacy regulations are reshaping targeting. The phase-out of third-party cookies and increased privacy regulation means social platforms are investing heavily in first-party data and AI-based targeting
- BeReal and authenticity apps are carving a niche. While still small compared to major platforms, the demand for unfiltered, authentic content is influencing how Instagram and TikTok design features
Sources
- DataReportal — Global Digital Overview
- Meta — Investor Relations
- Statista — Social Media Advertising
- eMarketer — Social Commerce Report
- data.ai — State of Mobile
- GWI — Social Media Trends
- HubSpot — Marketing Statistics
- Sprout Social — Social Media Index
Frequently Asked Questions
How many people use social media in 2026?
4.8 billion people use social media worldwide, representing 60.6% of the global population. Social media adds roughly 640,000 new users per day. The average user maintains accounts on 6.7 different platforms and spends 2 hours 24 minutes daily on social media. North America has the highest penetration at 74%, while Africa (33%) represents the fastest-growing region.
What is the most popular social media platform?
Facebook remains the largest social media platform with 3.07 billion monthly active users, followed by YouTube (2.5B), WhatsApp (2.78B), and Instagram (2.35B). However, TikTok leads in daily time spent (58 minutes per user) and engagement rate. By demographic, TikTok dominates among Gen Z, LinkedIn is the top professional network, and Facebook still leads among users over 35. For engagement benchmarks, see our Instagram engagement rate report.
How much do businesses spend on social media advertising?
Global social media ad spending exceeded $230 billion in 2025, with Meta (Facebook + Instagram) capturing over 70% at $164 billion. The average CPM across social platforms is $8.50, though this varies widely — LinkedIn averages $33 CPM (highest) while TikTok averages $6.50 (lowest among major platforms). 83% of marketers use paid social, and 96% consider social media part of their overall marketing strategy.
Is social media marketing still effective?
Yes, but the strategy has shifted. Organic reach continues to decline — Facebook brand pages reach only 5.2% of followers organically. Effective social media marketing in 2026 requires a mix of paid advertising, short-form video content, influencer partnerships, and community engagement. 67% of marketers report positive ROI from social ads, and social commerce is growing rapidly at $80+ billion in the US alone. The key is meeting audiences where they are: video-first, mobile-first, and increasingly through social search. For broader marketing trends, see our digital marketing statistics report.
Key Takeaways
- Social media reaches 60.6% of humanity. With 4.8 billion users spending 2h 24m daily, social platforms collectively command 12 billion hours of human attention every single day.
- Facebook is still the biggest, but TikTok owns engagement. Facebook’s 3.07 billion MAU dwarfs others, but TikTok’s 58 minutes/day average is unmatched. Short-form video is the dominant format everywhere.
- Social commerce is a $1.2 trillion market. Led by China’s livestream shopping and TikTok Shop’s explosive growth, buying through social media is becoming as natural as scrolling through a feed.
- Organic reach is effectively dead for brands. At 5.2% on Facebook, brands must pay to play. Social advertising has become a $230B+ industry — essentially a tax on reaching your own followers.
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