The Swedish football player Zlatan Ibrahimovic had the most popular Facebook page in Sweden in January 2021 with 26.3 million fans. He was followed by Tim Bergling, also known as Avicii. Nearly two years after the Swedish electronic musician died by suicide, nearly 18.5 million fans still supported his work and art via Facebook. The music branch turned out to be popular on Facebook in general in Sweden. Swedish House Mafia, ABBA and the DJ and record producer Alesso were also among the most liked pages in the country. Ibrahimovic scored on Facebook  Ibrahimovic’s fame could be easily explained by his huge success professionally. With 62 goals scored as of June 2020, he led as all time goal scorer of the national football team of Sweden. Over 26 million fans were reported to be following Zlatan Ibrahimovic’s Facebook page in February 2020. Facebook in Sweden  The most active generation on Facebook were people from the 90’s, 94 percent of whom used the platform in 2018. Therefore, celebrities who were popular among this generation were likely to be most followed on Facebook. Facebook is a worldwide leading social media platform. Its popularity in Sweden increased over time and the share of users raised from 63 percent in 2011 to 83 percent in the rhird quarter of 2020.

As of October 2025, India had the largest Facebook audience worldwide, with over 403 million users. To put this figure into perspective, if India’s Facebook user base were a country, it would rank as the third most populous nation globally. Besides India, three other markets had more than 100 million Facebook users each: the United States, Indonesia and Brazil. Facebook – the most used social media Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3.5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising. Facebook usage by device As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

The Facebook page of Nightwish had the highest number of fans among pages in Finland. As of January 2021, the symphonic metal band from Kitee, Finland, had roughly *** million Facebook fans. Finnish metal clearly had a strong presence on Facebook since the rock bands Apocalyptica, Children of Bodom and Heartagram ranked respectively second, third and fourth in the list of most followed Facebook pages in the country. Finnish people seemed to use Facebook mainly for social purposes in 2019: to keep in touch with friends and family. The second most common usage purpose was entertainment. Less than one fourth of Finns used the platform as a news source.

  How often did Finns use Facebook   Regarding usage frequency, ** percent of Finns reported to be using Facebook daily in 2020. Despite being frequently used by the majority, Facebook was used just once a week by **** percent of the respondents to a survey, conducted in 2019. Just *** percent used the platform less often than monthly.

  Social media in the Nordics   Even though Finns seemed to have used social networks often, the country had in fact, the smallest share of active social media users within the Nordic region in 2020, amounting to ** percent. Iceland topped the ranking, with ** percent of active social media users.

The Danish singer and song-producer Benjamin Lasnier had the most popular Facebook page in Denmark in January 2021, by number of fans, with **** million fans. It was followed by One Direction Denmark, which had **** million fans. Mærsk Group ranked third and had over ***** million fans on Facebook in the evaluated period. Furthermore, the transport and logistics conglomerate ranked first among brands pages on Facebook in Denmark the same year.

Social media in Denmark

The Danes were keen on using social media in the past years, especially the younger generations. A 2020 study showed that ** percent of people aged between 16 and 24 years old were using social media in Denmark. Facebook was the platform which led among social media users in 2018and ** percent of the users visited the site daily.

Facebook in Nordic countries

Compared to other Nordic countries, Denmark came second in the ranking of the number of monthly Facebook usersas of January 2018. The Danish monthly users were roughly **** million, while the Swedish ones were over ***** million. Norway and Finland respectively had *** million and *** million monthly Facebook users that year.

The media company with the most fans on their Facebook page in Denmark, as of January 2021, was TV2 Nyhederne. The page had over *** thousand fans. Second in the ranking was P3 – DR with about *** thousand fans. Among the other most liked Facebook pages within the media category during the evaluated period were BT, DR Nyheder, Kinfolk, Ekstra Bladet, TV 2 ZULU and TV2 – all of which with over *** thousand people who liked them. The most liked Facebook page in the country, in general, was the page of the Danish singer and song-producer Benjamin Lasnier, with over **** million people liking it. Second in the ranking was One Direction Denmark, and Mærsk Group ranked third. Why did Danes use Facebook?  ** percent of Danes interviewed in 2019 reported that keeping contact with friends and family was the most popular purpose of using Facebook. Roughly ** percent of the respondents used it for entertainment and ** percent used the platform for news that year.

Which county has the most Facebook users?

              There are more than 378 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked third in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 193.8 million, 119.05 million, and 112.55 million Facebook users respectively.

              Facebook – the most used social media

              Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3,5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising.

              Facebook usage by device
              As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

With almost ********** likes on its Facebook page, State Bank of India was the most popular Facebook brand in the country as of December 2020, followed by Hyundai India with a little over ********** likes. Overall, telecom providers in the country seemed to be popular on the social network, along with retail, owing to digital advertising that had high engagement levels. Digital India As of 2019, India’s internet penetration rate was around ** percent and it was estimated that by 2023 there will be over *********** internet users in the country. From the overall internet usage, social media sites like Facebook and WhatsApp were the most popular. In fact, India had over *********** Facebooks users as of 2018 and it was expected to reach over *********** by 2023. Social media in the mix
Facebook certainly holds a top position in today’s brand marketing mix in the country with a market share of over ** percent. The power of social media lies in its ability to reach out to and closely engage with a large number of people, all at a very low cost. Evidently, advertisers are cashing in on this digital tide by keeping their social media pages flush with activity.

As of January 2021, the most popular Facebook page from Canada belonged to Justin Bieber – the singer had the biggest global audience with approximately ***** million fans. Fellow Canadian artist Avril Lavigne ranked second with over ** million Facebook fans. Canadian music industry Canada is a country with a rich and varied music scene – the list of the most internationally renowned Canadian singers spans the likes of Neil Young, Diana Krall, kd lang, Celine Dion and more recently Justin Bieber, Shawn Mendes and Drake. Celine Dion ranks among the highest-paid female music celebrities in the world as of June 2018. In summer 2019, the Canadian singer completed her second concert residency in Las Vegas, which ran from March 2011 to June 2019. The residency, titled “Celine”, is ranked among the top-grossing Las Vegas residencies of all time. Aubrey Drake Graham, better known as Drake, is another Canadian who currently features prominently in the North American music scene. In 2018, the artist sold some ******* concert seats in the United States and released one of the top streaming music albums of the year. Despite middling reviews, “Scorpion” was streamed almost *** billion times in the United States, making it by far the most popular album of the year based on streams. With ** entries as of 2018, Drake was also ranked as the artist with the most songs on the Billboard Top 100 in the United States, ahead of fellow countryman Justin Bieber.

G5 Entertainment Games had over ************* fans on its Facebook page, which was the most of all Swedish brands as of January 2021. G5 Entertainment Games is a game developer, primarily focusing on mobile games. The second most liked Swedish Facebook page was the one of Scandinavian Airlines SAS, with nearly *********** fans. The football player Zlatan Ibrahimović had the most liked Facebook page in the country in the start of 2020, overall, reaching more than ********** Facebook fans. Top pages worldwide The most liked Facebook page on a global scale was, unsurprisingly, the page of Facebook, with over *********** fans. It was followed by the technology company Samsung and third in the ranking was Christiano Ronaldo’s page. Social network advertising Social media has grown into a mass advertising platform in recent years.The social network advertising spending increased from approximately ********** U.S. dollars in 2016, to nearly ********** U.S. dollars forecast for 2020. Facebook’s revenue, in particular, saw an enormous increase from *********** U.S. dollars in 2009, to nearly ********** U.S. dollars in 2019.

As of October 2025, men aged 25 to 34 represented Facebook’s largest user group, making up **** percent of the platform’s global audience. Across all age groups except those aged 65 and older, male users outnumbered female users. Facebook connects the world Founded in 2004 and going public in 2012, Facebook is one of the biggest internet companies in the world with influence that goes beyond social media. It is widely considered as one of the Big Four tech companies, along with Google, Apple, and Amazon (all together known under the acronym GAFA). Facebook is the most popular social network worldwide and the company also owns three other billion-user properties: mobile messaging apps WhatsApp and Facebook Messenger, as well as photo-sharing app Instagram. Facebook users The vast majority of Facebook users connect to the social network via mobile devices. This is unsurprising, as Facebook has many users in mobile-first online markets. Currently, India ranks first in terms of Facebook audience size with *** million users. The United States, Brazil, and Indonesia also all have more than 100 million Facebook users each.

As of June 2025, 24.2 percent of Facebook users in the United States were aged between 25 and 34 years, making up Facebook’s largest audience in the country. Overall, almost 19 percent of users belonged to the 18 to 24-year age group. Does everyone in the U.S. use Facebook? In 2024, there were approximately 250 million Facebook users in the U.S., a figure which is projected to steadily increase, and reach 262.8 million by 2028. Social media users in the United States have a very high awareness of the social media giant. Expectedly, 94 percent of users had heard of the brand in 2025. Although the vast majority of U.S. social networkers knew of Facebook, the likeability of the platform was not so impressive at 68 percent. Nonetheless, usage, loyalty, and buzz around the brand remained relatively high. Facebook, Meta, and the metaverse A strategic rebranding from Facebook to Meta Platforms in late 2021 boded well for the company in Mark Zuckerberg’s attempt to be strongly linked to the metaverse, and to be considered more than just a social media company. According to a survey conducted in the U.S. in early 2022, Meta Platforms is the brand that Americans most associated with the metaverse.  

As of October 2025, India had the largest Instagram audience worldwide, with 480.55 million users. The United States ranked second with 181.75 million users, followed by Brazil with 147 million. However, Turkey recorded the highest audience reach, with 92.1 percent of its population using the platform. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. Instagram’s demographics in the United States As of March 2025, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and X. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram in 2021, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of January 2025, roughly 28.3 of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of April 2024 with over 672 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 628 million followers on the platform, while the Argentinian footballer Lionel Messi (@leomessi) had over 502 million followers. The Instagram accounts of the American singer and actress Selena Gomez (@selenagomez) and the media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 400 million followers each.

With roughly three billion monthly active users as of the second quarter of 2023, Facebook is the most used online social network worldwide. The platform surpassed two billion active users in the second quarter of 2017, taking just over 13 years to reach this milestone. In comparison, Meta-owned Instagram took 11.2 years, and Google’s YouTube took just over 14 years to achieve this landmark. As of January 2022, Facebook’s leading audience base was in India, with almost 330 million users whilst the United States ranked second with an approximate total of 179 million users. The platform also finds remarkable popularity in Indonesia and Brazil. Social Media usage in the United States In January 2021, Facebook was the platform on which users in the United States spent the most time per day. The average time spent on Facebook was 33 minutes, followed by TikTok with 32 minutes and Twitter with 31 daily minutes. Due to the COVID-19 outbreak in 2020, all major social media platforms saw an increase in daily usage, which then either plateaued or decreased in 2021. At the end of 2021, over a quarter of all Facebook users in the United States belonged to the 25 to 34 year age group and 18.2 percent of users were in the 35 to 44 year age group. In general, Facebook users were more likely to be female. Meta Platforms Meta is Facebook’s recently renamed parent company and had a grand total of 3.59 billion core product users by the final quarter of 2021. Other Meta products include Instagram, Facebook Messenger, WhatsApp and Oculus – Meta’s virtual reality subsidiary which produces VR headsets. In 2021, Meta's revenue amounted to 117 billion US dollars, up from around 86 billion U.S. dollars in the previous financial year.

This statistic shows a ranking of the estimated number of Facebook users in 2020 in Asia, differentiated by country. The user numbers have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in more than *** countries and regions worldwide. All input data are sourced from international institutions, national statistical offices, and trade associations. All data has been are processed to generate comparable datasets (see supplementary notes under details for more information).

In July 2025, Russia ranked as the biggest Facebook market compared to other Central and Eastern European (CEE) countries with over **** million users. Poland was second with almost ** million users.

The Finnish metal band Nightwish was the Facebook page with the highest number of fans in the country as of January 2021. Their Facebook page had around *** million fans and was followed by another metal band, Apocalyptica, with around *** million fans.

Facebook, the world’s most popular social network, has billions of monthly active users globally of which less than three million are in China. The reason why Facebook reaches only around four percent of the Chinese population is because it is blocked in mainland China (excluding Hong Kong, Macau, and Taiwan) along with many other foreign social media giants like YouTube, Instagram, Pinterest and Twitter. Why is Facebook banned in China? The Chinese government has been blocking access to Facebook since July 2009, when a series of anti-government riots appeared in the Xinjiang province. The activists reportedly used Facebook as their main communications channel. Chinese authorities have no control over foreign social networks and see them as a threat to social and political stability, hence a long list of foreign internet sites, Facebook among them, are no longer easily accessible in China. Some people, however, access blocked websites by connecting to a virtual private network (VPN). What is the future of Facebook in China? Facebook’s most recent attempt to make a comeback in July 2018 was immediately prevented by the Chinese authorities. It is unlikely that China will allow it for as long as Facebook refuses to store its data servers within the country’s borders. Besides, keeping foreign social media banned is economically beneficial for such Chinese social networks as WeChat, Sina Weibo and Youku Tudou. WeChat, the most popular Chinese social media platform and messaging app, seems to successfully fill the “Facebook void” for at least a billion monthly active users.

As of March 2017, Street FX Motorsport and Graphics was the most popular Facebook community group from Australia with a total of 9.88 million fans worldwide. In August 2018, Australians across the country were also actively using job groups on the social media platform. A total of 68 thousand job seekers from Melbourne were part of job groups and 64 thousand in Sydney. Australian Facebook user profile Around 4.4 million registered Facebook users in Australia are aged between 25 and 34. Moreover, there was an even gender distribution in this age group, thirteen percent were male, and thirteen percent are female. Elsewhere, there were around 1.3 million registered users aged over 65, three percent of which were male and four percent were female. Generational distribution of Facebook users Despite having the smallest number of users, 84 percent of those aged 71 years and older said in a 2018 survey that they spent most of their time with social media using Facebook. By comparison, 70 percent of respondents aged 14 to 28 said they spent most time on Facebook when using social media.

The number of Facebook users in Central & Western Europe was forecast to decrease between 2024 and 2028 by in total 29.8 million users. This overall decrease does not happen continuously, notably not in 2026 and 2027. The Facebook user base is estimated to amount to 192.47 million users in 2028. Notably, the number of Facebook users of was continuously increasing over the past years.User figures, shown here regarding the platform facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Facebook users in countries like Eastern Europe and Russia.

Facebook remained the largest market share among social media platforms across India, at roughly ** percent as of August 2025. The Meta-owned social network site has consistently led the country's social media market since 2019. However, Instagram, the second leading social media platform has been increasingly gaining market share and closing the gap with its sister company. Commercial social media usage in India Apart from creating user-generated content, Indians have leveraged social media to grow their businesses. As consumption via online channels increased, social media began playing an important role in stimulating the Indian economy. Among the most popularly used social media platforms in India, Facebook was increasingly used for digital marketing. On the other hand, Instagram emerged as the country’s leading platform for influencer collaboration. Meta Platforms Since its launch in 2004, Facebook has quickly gone on to become the social media giant it is today. Having acquired leading social media platforms Instagram and WhatsApp, the company rebranded itself as Meta Platforms Inc. in 2021. The following year, Meta generated a revenue of nearly *** billion U.S. dollars. The company has further set its sights on bringing the metaverse to life to enhance the online experience of over ***** billion Facebook users across the world.