How much time do people spend on social media? As of 2025, the average daily social media usage of internet users worldwide amounted to 141 minutes per day, down from 143 minutes in the previous year. Currently, the country with the most time spent on social media per day is Brazil, with online users spending an average of 3 hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in the U.S. was just 2 hours and 16 minutes. Global social media usageCurrently, the global social network penetration rate is 62.3 percent. Northern Europe had an 81.7 percent social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle Africa closed the ranking with 10.1 and 9.6 percent usage reach, respectively. People access social media for a variety of reasons. Users like to find funny or entertaining content and enjoy sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends. Global impact of social mediaSocial media has a wide-reaching and significant impact on not only online activities but also offline behavior and life in general. During a global online user survey in February 2019, a significant share of respondents stated that social media had increased their access to information, ease of communication, and freedom of expression. On the flip side, respondents also felt that social media had worsened their personal privacy, increased a polarization in politics and heightened everyday distractions.

During a 2024 survey, 77 percent of respondents from Nigeria stated that they used social media as a source of news. In comparison, just 23 percent of Japanese respondents said the same. Large portions of social media users around the world admit that they do not trust social platforms either as media sources or as a way to get news, and yet they continue to access such networks on a daily basis.

              Social media: trust and consumption

              Despite the majority of adults surveyed in each country reporting that they used social networks to keep up to date with news and current affairs, a 2018 study showed that social media is the least trusted news source in the world. Less than 35 percent of adults in Europe considered social networks to be trustworthy in this respect, yet more than 50 percent of adults in Portugal, Poland, Romania, Hungary, Bulgaria, Slovakia and Croatia said that they got their news on social media.

              What is clear is that we live in an era where social media is such an enormous part of daily life that consumers will still use it in spite of their doubts or reservations. Concerns about fake news and propaganda on social media have not stopped billions of users accessing their favorite networks on a daily basis.
              Most Millennials in the United States use social media for news every day, and younger consumers in European countries are much more likely to use social networks for national political news than their older peers.
              Like it or not, reading news on social is fast becoming the norm for younger generations, and this form of news consumption will likely increase further regardless of whether consumers fully trust their chosen network or not.

How many people use social media?

              Social media usage is one of the most popular online activities. In 2024, over five billion people were using social media worldwide, a number projected to increase to over six billion in 2028.

              Who uses social media?
              Social networking is one of the most popular digital activities worldwide and it is no surprise that social networking penetration across all regions is constantly increasing. As of January 2023, the global social media usage rate stood at 59 percent. This figure is anticipated to grow as lesser developed digital markets catch up with other regions
              when it comes to infrastructure development and the availability of cheap mobile devices. In fact, most of social media’s global growth is driven by the increasing usage of mobile devices. Mobile-first market Eastern Asia topped the global ranking of mobile social networking penetration, followed by established digital powerhouses such as the Americas and Northern Europe.

              How much time do people spend on social media?
              Social media is an integral part of daily internet usage. On average, internet users spend 151 minutes per day on social media and messaging apps, an increase of 40 minutes since 2015. On average, internet users in Latin America had the highest average time spent per day on social media.

              What are the most popular social media platforms?
              Market leader Facebook was the first social network to surpass one billion registered accounts and currently boasts approximately 2.9 billion monthly active users, making it the most popular social network worldwide. In June 2023, the top social media apps in the Apple App Store included mobile messaging apps WhatsApp and Telegram Messenger, as well as the ever-popular app version of Facebook.

Which countries spent the most and least time on social media?

According to Cognitive Market Research, the global Mobile Advertising Market was valued at approximately USD XX billion in 2025 and is expected to grow to USD XX billion by 2031, expanding at a CAGR of XX% during the forecast period.

North America held largest share of XX% in the year 2025. Europe held share of XX% in the year 2025. Asia-Pacific held significant share of XX% in the year 2025. South America held significant share of XX% in the year 2025. Middle East and Africa held significant share of XX% in the year 2025. Market Dynamics Key Drivers

Consumer behavior – The mobile first is a key driver in the mobile advertising market

Consumer behavior has increasingly shifted towards a mobile-first approach, driven by the widespread use of smartphones and the availability of mobile internet. This surge in mobile connectivity has transformed consumer behavior with individuals increasingly relying on smartphones for daily activities like shopping, entertainment and financial transactions. The convenience and portability of mobile devices have them a preferred medium for tapping into digital services which has led businesses to adopt mobile-first strategies to engage with consumers.

For instance,

As of 2023, over half (54%) of the global population use smartphones. 
49% of the global population use mobile internet on smartphones.

(Source:https://www.gsma.com/newsroom/press-release/smartphone-owners-are-now-the-global-majority-new-gsma-report-reveals/)

This shift has led to an increase in mobile ad spending. Advertisers are no focusing on campaigns designed for smaller screens and shorter attention spans to reach a wider audience.

The rise of social media is driving the growth of mobile advertising

The growth of mobile advertising is heavily influenced by the rise of social media and its increased usage on mobile devices. Social media platforms such as Facebook, Instagram, Twitter have become major hubs for mobile advertising.

For instance,

 5.24 billion use social media worldwide, as of January, 2025.Facebook remains to be the leading social media platform with over 3 billion monthly active users, followed by YouTube with 2.5 billion and Instagram with 2 billion monthly active users.
90% of consumers rely on social media to keep up with trends and cultural moments and nearly half of them interact with brands more often on social media platforms. 

(Source: https://backlinko.com/social-media-users)

https://sproutsocial.com/insights/social-media-statistics/#social-media-usage-statistics)

The rise of in-app advertising across these platforms with the growing popularity of video and interactive ad formats has further fueled the market growth. Such advertising also leverages data to optimize targeting and engagement, leading to more effective campaigns. Paid ads now dominate social feeds.

For instance, the total spend on social media advertising is expected to reach $276 billion in 2025. It is projected that more than 80% of this spend will be generated though mobile by 2030.

(Source:https://sproutsocial.com/insights/social-media-statistics/#social-media-advertising-statistics-and-roi)

Key Restraints

Data privacy concerns to hinder mobile advertising market

Mobile phones have become a personal hub for information. With the increasing amount of sensitive data stored on these devices, privacy concerns have emerged as one of the most pressing issues. These concerns significantly hinder mobile advertising by leading to consumer distrust, ad avoidance and increased regulations that impact the effectiveness and reach of ad campaigns.

Consumers are becoming more aware of how their data is being collected and used under the context of mobile advertising, making them actively avoid interacting with ads and uninstalling apps they believe violate their privacy. This has also led to widespread adoption of ad-blocking technologies.

For instance, as of 2024, 43% of global internet users use ad-blocking tools with mobile device users accounting for 63% of them. 

(Source: https://seosandwitch.com/new-ad-blocking-stats/)

This trend is largely driven by the growing desire to protect personal data. However, the same has had implications on advertisers. Regulatory development amid these concerns further add to the challenges faced by the mobile industry market. Strict data privacy laws have b...

Global ad spend were expected to reach over $134 billion in 2022. This means that it has increased by over 17% yearly.

I’ve compiled a list of the latest social media user statistics showing just how big social media has become and where it’s likely to go in the future.

During a 2024 survey among marketers worldwide, approximately 83 percent selected increased exposure as a benefit of social media marketing. Increased traffic followed, mentioned by 73 percent of the respondents, while 65 percent cited generated leads.

              The multibillion-dollar social media ad industry

              Between 2019 – the last year before the pandemic – and 2024, global social media advertising spending skyrocketed by 140 percent, surpassing an estimated 230 billion U.S. dollars in the latter year. That figure was forecast to increase by nearly 50 percent by the end of the decade, exceeding 345 billion dollars in 2029. As of 2024, the social media networks with the most monthly active users were Facebook, with over three billion, and YouTube, with more than 2.5 billion.

              Pros and cons of GenAI for social media marketing

              According to another 2024 survey, generative artificial intelligence's (GenAI) leading benefits for social media marketing according to professionals worldwide included increased efficiency and easier idea generation. The third place was a tie between increased content production and enhanced creativity. All those advantages were cited by between 33 and 38 percent of the interviewees. As for GenAI's top challenges for global social media marketing,
              maintaining authenticity and the value of human creativity ranked first, mentioned by 43 and 40 percent of the respondents, respectively. Another 35 percent deemed ensuring the content resonates as an obstacle.

Facebook is fast approaching 3 billion monthly active users. That’s about 36% of the world’s entire population that log in and use Facebook at least once a month.

Social media addiction statistics show that over 210 million people worldwide suffer from social media addiction.

The average Facebook user spends about 19.6 per month on Facebook every month. This works out to be about 39 minutes per day.

Streaming Spending Market Outlook

As of 2023, the global streaming spending market size is valued at approximately USD 92.7 billion, with a projected CAGR of 10.7% leading to an estimated market size of USD 225.8 billion by 2032. This robust growth is primarily driven by the increasing penetration of high-speed internet and the rising popularity of on-demand content consumption.

The proliferation of high-speed internet access has been a significant growth factor for the streaming spending market. With advancements in broadband technology and the rollout of 5G networks, consumers now have the ability to stream high-definition and even ultra-high-definition content seamlessly. This increased accessibility has led to a surge in the number of subscribers across various streaming platforms. Furthermore, the affordability of internet services has made it possible for a broader segment of the population to access streaming services, thus expanding the market potential.

Another vital growth driver is the changing consumer behavior towards media consumption. The convenience and flexibility offered by streaming services have led to a decline in traditional TV viewership and a rise in on-demand content consumption. Consumers now prefer the ability to watch their favorite shows, movies, or sports events at their own convenience, without being tied to a broadcast schedule. This shift is particularly noticeable among younger demographics, who are more inclined to use smartphones and other digital devices for media consumption.

The increasing investment in original content by streaming service providers is also fueling market growth. Platforms like Netflix, Amazon Prime, Disney+, and others are investing heavily in producing exclusive content to attract and retain subscribers. This focus on high-quality, original content not only enhances the user experience but also differentiates these platforms from their competitors. Additionally, collaborations between content creators and streaming platforms have led to the production of diverse and engaging content, catering to various audience preferences.

The evolution of the Movie Streaming Service landscape has been a pivotal factor in shaping consumer expectations and preferences. As streaming platforms continue to diversify their content offerings, they have become more than just a medium for watching films; they are now a hub for exclusive premieres, interactive content, and personalized viewing experiences. This transformation is driven by the need to cater to a global audience with varied tastes, leading to the creation of niche genres and culturally diverse content. The ability to access a vast array of movies from different eras and regions has democratized film consumption, allowing viewers to explore cinematic works that were previously inaccessible. As a result, movie streaming services are not only expanding their subscriber base but also fostering a new era of film appreciation and critique.

Regionally, North America holds a significant share of the global streaming spending market, attributed to the high penetration of internet services and the early adoption of streaming technologies. However, Asia Pacific is expected to witness the highest growth rate during the forecast period. The growing internet user base, increasing smartphone adoption, and rising disposable incomes in countries like China and India are key factors driving the market in this region. Furthermore, local content production and regional collaborations are enhancing the appeal of streaming services in these emerging markets.

Service Type Analysis

The streaming spending market can be segmented by service type into Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), and Transactional Video on Demand (TVOD). SVOD services have been one of the primary drivers of growth within the streaming market. Platforms like Netflix, Hulu, and Disney+ offer subscription-based models where users pay a monthly or yearly fee to access a vast library of content. The recurring revenue model ensures consistent revenue streams for the service providers and offers users uninterrupted access to their favorite shows and movies.

AVOD services are another significant segment, with platforms like YouTube and Tubi offering free access to content supported by advertisements. This model is particularly appealing in markets where consumers are price-sensitive and may not be willing to pay for a subscript

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

TikTok comes in 6th position in a list of the world’s most-used social media sites today.

The global digital content subscription market is experiencing robust growth, driven by the increasing adoption of streaming services, e-books, and online learning platforms. The market's expansion is fueled by several factors, including rising disposable incomes, particularly in developing economies, improved internet penetration and affordability, and the proliferation of smart devices that offer convenient access to digital content. Consumers are increasingly shifting away from traditional media consumption towards on-demand, subscription-based models offering greater flexibility and value. The market is segmented by subscription type (weekly, monthly, annual) and content type (music, e-books, streaming video, online courses, etc.), with streaming video and music subscriptions currently dominating the market share. Competition is fierce, with established players like Netflix, Amazon, and Spotify vying for market share alongside newer entrants offering niche content and services. While the market exhibits significant growth potential, challenges remain, including concerns around data privacy, content piracy, and the potential for subscription fatigue among consumers. Future growth will likely be driven by innovative content delivery models, personalized recommendations, and the integration of augmented and virtual reality technologies into the digital content experience. Geographic expansion into underserved markets also presents a significant opportunity for growth, particularly in regions with rapidly growing internet penetration and mobile device usage. The annual growth rate (CAGR) of the digital content subscription market, while not explicitly provided, is estimated to be within a healthy range of 15-20% based on current market trends. This projection incorporates factors like the ongoing shift to digital consumption, improvements in internet infrastructure globally, and the consistent release of engaging and high-quality digital content. The market size, while not given, is expected to be in the hundreds of billions of dollars globally, considering the widespread adoption of subscription models across numerous content types. Regions such as North America and Europe currently hold a substantial portion of market share, but significant growth potential exists within Asia-Pacific and other developing regions as internet access expands and disposable incomes rise. The restraints mentioned – data privacy concerns and subscription fatigue – are manageable with increased transparency in data handling practices and the introduction of more flexible, value-driven subscription bundles.

The global daily newsletter market, valued at $19,560 million in 2025, is poised for significant growth. While the exact Compound Annual Growth Rate (CAGR) isn't provided, considering the rising demand for curated news and personalized content, a conservative estimate of 8% CAGR is reasonable for the forecast period (2025-2033). This growth is driven by several factors: increasing digital consumption, a preference for concise and efficient news delivery, the rise of niche newsletters catering to specific interests (finance, technology, etc.), and the effectiveness of newsletter marketing for businesses. The market is segmented by subscription type (monthly and annual) and demographics, with a broad age range showing engagement. The competitive landscape is diverse, featuring established media giants like CNN and BBC alongside newer players like The Daily Skimm and Morning Brew that have successfully carved a niche. Geographic distribution reveals a strong presence across North America and Europe, with Asia-Pacific showing significant growth potential given the increasing internet penetration and smartphone usage. The market faces certain restraints, primarily the competition from other news sources and the challenge of maintaining consistent engagement and relevance. However, the ability to personalize content, leverage data analytics for improved targeting, and integrate seamlessly with various platforms strengthens the sector. The diversity in subscription models (monthly vs. annual) suggests a flexible approach catering to diverse consumer needs and budgetary preferences. The substantial presence of major news outlets signifies the long-term viability of the daily newsletter model; these outlets understand the evolving news consumption habits and effectively exploit their strengths to retain and attract new audiences in this format. Further expansion is expected in emerging markets, driven by increasing internet penetration and mobile device usage.

Twitter user statistics show a varying degree of how often users login to the platform. Here’s what it looks like.

YouTube boasts an average of 23.7 hours per month spent by users.

The results might surprise you when looking at internet users that are active on social media in each country.

Music and Video Market Outlook

The global music and video market size has witnessed substantial growth, with a valuation of approximately USD 215 billion in 2023. The market is expected to reach around USD 345 billion by 2032, registering a robust compound annual growth rate (CAGR) of 5.2% during the forecast period. This growth is primarily driven by the rapid adoption of digital streaming services, technological advancements, and the increasing consumption of audiovisual content across various platforms. The shift from traditional media to digital streaming services has revolutionized the industry, providing consumers with unprecedented access to a vast library of music and videos at their fingertips.

One of the major growth factors contributing to the expansion of the music and video market is the proliferation of internet connectivity and smart devices globally. The widespread availability of affordable smartphones and high-speed internet has democratized access to music and video content, enabling consumers to stream and download content conveniently from anywhere at any time. Furthermore, the integration of artificial intelligence and machine learning in streaming platforms has enhanced user experience by providing personalized content recommendations based on user preferences and viewing history. This personalization trend has significantly increased user engagement and subsequently boosted market growth.

Another key factor driving the growth of the music and video market is the evolution of business models within the industry. Subscription-based streaming services have become a dominant force, offering users unlimited access to content for a fixed monthly fee. This model has not only attracted a large user base but has also created a steady revenue stream for service providers. Additionally, there is a growing trend of ad-supported platforms that provide free access to content in exchange for viewing advertisements. This model has expanded the market's reach, attracting budget-conscious consumers and generating additional revenue through ad sales.

The rise of user-generated content platforms has also played a pivotal role in the growth of the music and video market. Platforms such as YouTube and TikTok have democratized content creation, allowing individuals and small creators to produce and share their work with a global audience. This has led to an explosion of diverse content, catering to niche audiences and fostering a vibrant creator economy. Moreover, these platforms have become instrumental in music and video promotion, enabling artists to reach wider audiences and gain recognition without the need for traditional media channels. The increasing influence of social media and digital platforms in shaping consumer preferences further cements the importance of these platforms in the market's growth trajectory.

Regionally, the Asia Pacific is expected to be the fastest-growing market for music and video content during the forecast period. The region's burgeoning population, coupled with rising disposable incomes and rapid digitalization, is driving the demand for entertainment content. North America and Europe continue to be significant markets due to their established infrastructure and high adoption rates of digital services. In contrast, Latin America and the Middle East & Africa are witnessing gradual growth, supported by improving internet infrastructure and increasing smartphone penetration. These regions present untapped opportunities for market players to expand their presence and tap into new consumer bases.

Product Type Analysis

The music and video market is segmented into various product types, including streaming services, physical media, and digital downloads. Streaming services have emerged as the dominant product type, driven by the convenience and accessibility they offer to consumers. With platforms like Spotify, Netflix, and Amazon Prime Video leading the charge, streaming services have transformed the way music and video content is consumed. The subscription-based model has gained significant traction, allowing users to access vast libraries of content on-demand. The continuous addition of new content and exclusive releases further enhances the appeal of streaming services, propelling their growth.

Physical media, while witnessing a decline in usage, still holds a niche market segment. Vinyl records and CDs are experiencing a resurgence among collectors and audiophiles who value the tangible nature and audio quality of physical media. Despite the dominance of digital formats, physical media continues to have a dedica