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 percentof 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.

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 3.9 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, 82 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 five percent of the respondents to a survey, conducted in 2019. Just one 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 60 percent. Iceland topped the ranking, with 82 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 4.43 million fans. It was followed by One Direction Denmark, which had 3.25 million fans. Mærsk Group ranked third and had over three 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 96 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 53 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 four million, while the Swedish ones were over seven million. Norway and Finland respectively had 3.7 million and 3.2 million monthly Facebook users that year.

Which county has the most Facebook users? There are more than 383 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 196.9 million, 122.3 million, and 111.65 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.

The media company with the most fans on their Facebook page in Denmark, as of January 2021, was TV2 Nyhederne. The page had over 665 thousand fans. Second in the ranking was P3 – DR with about 581 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 300 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 4.43 million people liking it. Second in the ranking was One Direction Denmark, and Mærsk Group ranked third.

 Why did Danes use Facebook?        86 percent of Danes interviewed in 2019 reported that keeping contact with friends and family was the most popular purpose of using Facebook. Roughly 43 percent of the respondents used it for entertainment and 27 percent used the platform for news that year.

 Engagement rates in Denmark       Most of the Danes engaged in video posts on Facebook in 2019.

Yakaboo, Ukraine's largest online bookstore, had the highest number of user interactions on its Facebook page compared to other book-related pages in the country in 2020. The second most popular Facebook page belonged to the bookstore Knyharnia E.

As of January 2021, the most popular Facebook page from Canada belonged to Justin Bieber – the singer had the biggest global audience with approximately 76.64 million fans. Fellow Canadian artist Avril Lavigne ranked second with over 48 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 680,000 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 6.3 billion times in the United States, making it by far the most popular album of the year based on streams. With 33 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.

Newsner.com was the media company whose Facebook page had most fans as of March 2021. The news resource Facebook page was liked by over 4.4 million people in Sweden. Next in the ranking was AIKompis, which is the biggest media house in Arabian language for the Nordic countries. The page had over 2.2 million fans that year. SVT and TV4 came third and fourth, respectively, with roughly 578 and 529 thousand fans on Facebook. However, news pages were not the main reason for using Facebook. The activity which most Swedes reported to be using Facebook for, was Messenger, according to over 80 percent of people. 58 percent used the platform to participate in groups and 31 percent- to upload pictures.

Online news in Sweden

A survey, conducted in 2020, ranked the leading online news brands in Sweden that year. Aftonbladet online had the highest weekly reach percentage of 42 percent. It was followed by Expressen and SVT News Online, which had 32 percent and 31 percent, respectively.

 Who uses Facebook? 

The ‘90s generation was the generations with highest share of Facebook users in Sweden. 94 percent of people born in the 90s used the platform in 2018. Second most active Facebook users were Swedes born in the 80’s, 90 percent of whom used the platform. In contrast, only 65 percent of the ‘00s generations used it.

G5 Entertainment Games had over three million 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 1.3 million fans. The football player Zlatan Ibrahimović had the most liked Facebook page in the country in the start of 2020, overall, reaching more than 26 million Facebook fans. Top pages worldwide The most liked Facebook page on a global scale was, unsurprisingly, the page of Facebook, with over 214 million 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 16 billion U.S. dollars in 2016, to nearly 38 billion U.S. dollars forecast for 2020. Facebook’s revenue, in particular, saw an enormous increase from 764 million U.S. dollars in 2009, to nearly 70 billion U.S. dollars in 2019.

With almost 18 million 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 12 million 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 48 percent and it was estimated that by 2023 there will be over 666 million 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 281 million Facebooks users as of 2018 and it was expected to reach over 444 million 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 86 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 February 2025, India had a total of 413.85 million Instagram users, the largest Instagram audience in the world. The United States had 171.7 million users, and Brazil had 140.7 million. Indonesia, Turkey, and Japan ranked in fourth, fifth and sixth position, respectively. Kazakhstan is the leading country for Instagram audience reach, with 86.2 percent of the population using the social media service. Turkey came in second, with a penetration rate of 85.5 percent and Uruguay ranked third, with 87.1 percent, followed closely by the UAE, Brazil, and Bahrain. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. WhatsApp, also owned by Meta, took 11 years, whilst Facebook took 13.3 years and YouTube took just over 14 years. 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.

As of April 2024, it was found that men between the ages of 25 and 34 years made up Facebook largest audience, accounting for 18.4 percent of global users. Additionally, Facebook's second largest audience base could be found with men aged 18 to 24 years. 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 usersThe 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 378 million users. The United States, Brazil, and Indonesia also all have more than 100 million Facebook users each.

Instagram’s most popular post

              As of April 2024, the most popular post on Instagram was Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina, posted by the account @leomessi. Messi's post, which racked up over 61 million likes within a day, knocked off the reigning post, which was 'Photo of an Egg'. Originally posted in January 2021, 'Photo of an Egg' surpassed the world’s most popular Instagram post at that time, which was a photo by Kylie Jenner’s daughter totaling 18 million likes.
              After several cryptic posts published by the account, World Record Egg revealed itself to be a part of a mental health campaign aimed at the pressures of social media use.

              Instagram’s most popular accounts

              As of April 2024, the official Instagram account @instagram had the most followers of any account on the platform, with 672 million followers. Portuguese footballer Cristiano Ronaldo (@cristiano) was the most followed individual with 628 million followers, while Selena Gomez (@selenagomez) was the most followed woman on the platform with 429 million. Additionally, Inter Miami CF striker Lionel Messi (@leomessi) had a total of 502 million. Celebrities such as The Rock, Kylie Jenner, and Ariana Grande all had over 380 million followers each.

              Instagram influencers

              In the United States, the leading content category of Instagram influencers was lifestyle, with 15.25 percent of influencers creating lifestyle content in 2021. Music ranked in second place with 10.96 percent, followed by family with 8.24 percent. Having a large audience can be very lucrative: Instagram influencers in the United States, Canada and the United Kingdom with over 90,000 followers made around 1,221 US dollars per post.

              Instagram around the globe

              Instagram’s worldwide popularity continues to grow, and India is the leading country in terms of number of users, with over 362.9 million users as of January 2024. The United States had 169.65 million Instagram users and Brazil had 134.6 million users. The social media platform was also very popular in Indonesia and Turkey, with 100.9 and 57.1, respectively. As of January 2024, Instagram was the fourth most popular social network in the world, behind Facebook, YouTube and WhatsApp.

Market leader Facebook was the first social network to surpass one billion registered accounts and currently sits at more than three billion monthly active users. Meta Platforms owns four of the biggest social media platforms, all with more than one billion monthly active users each: Facebook (core platform), WhatsApp, Facebook Messenger, and Instagram. In the third quarter of 2023, Facebook reported around four billion monthly core Family product users. The United States and China account for the most high-profile social platforms Most top ranked social networks with more than 100 million users originated in the United States, but services like Chinese social networks WeChat, QQ or video sharing app Douyin have also garnered mainstream appeal in their respective regions due to local context and content. Douyin’s popularity has led to the platform releasing an international version of its network: a little app called TikTok. How many people use social media? The leading social networks are usually available in multiple languages and enable users to connect with friends or people across geographical, political, or economic borders. In 2025, social networking sites are estimated to reach 5.42 billion users and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction in previously underserved markets.

Cristiano Ronaldo has one of the most popular Instagram accounts as of April 2024.

              The Portuguese footballer is the most-followed person on the photo sharing app platform with 628 million followers. Instagram's own account was ranked first with roughly 672 million followers.

              How popular is Instagram?

              Instagram is a photo-sharing social networking service that enables users to take pictures and edit them with filters. The platform allows users to post and share their images online and directly with their friends and followers on the social network. The cross-platform app reached one billion monthly active users in mid-2018. In 2020, there were over 114 million Instagram users in the United States and experts project this figure to surpass 127 million users in 2023.

              Who uses Instagram?

              Instagram audiences are predominantly young – recent data states that almost 60 percent of U.S. Instagram users are aged 34 years or younger. Fall 2020 data reveals that Instagram is also one of the most popular social media for teens and one of the social networks with the biggest reach among teens in the United States.

              Celebrity influencers on Instagram
              Many celebrities and athletes are brand spokespeople and generate additional income with social media advertising and sponsored content. Unsurprisingly, Ronaldo ranked first again, as the average media value of one of his Instagram posts was 985,441 U.S. dollars.

The number of Facebook users in the United States was forecast to continuously increase between 2024 and 2028 by in total 12.6 million users (+5.04 percent). After the ninth consecutive increasing year, the Facebook user base is estimated to reach 262.8 million users and therefore a new peak 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).

During the fourth quarter of 2023, the number of daily active users on Facebook reached 2.1 billion, a minor increase on the previous quarter. When compared with the number of daily active users in the final quarter of 2022, the platform has gained around 100 million users. Facebook’s penetration rate for the United States in 2023 was 72.13 percent, up from 71.43 percent in 2022. The social network’s audience reach is projected to stand at 75.79 percent by 2027.

Most popular social media websites

As of May 2021, Facebook was the most used social media site in the United States, accounting for 71.8 percent of all social media visits. Ranking in second place was Pinterest with 12.4 percent, followed by Twitter and Instagram, with 9.15 percent and 3.82 percent, respectively. Although other sites remain popular, Facebook’s number of visits made it undoubtably the leading social media platform in terms of social media site visits.

For Generation Z and Millennials in the United States, Facebook was one of the least popular platforms used to connect with others. Gen Z and Millennials preferred video sharing platforms, specifically Snapchat, TikTok and YouTube.

Meta’s revenue

Facebook Inc was renamed as Meta in 2021, in a strategic step toward the metaverse. Meta Platforms is now the parent company of Facebook, Instagram, Facebook Messenger and WhatsApp amongst others, together being known as Meta’s Family of Apps.

Meta’s annual revenue for 2021 was 117.92 billion U.S. dollars, up from 85.97 billion in 2020. Within a decade, the company has increased its annual revenue by approximately 114 billion U.S. dollars. In the most recent fiscal year, Meta’s Family of Apps were responsible for over 115 billion U.S. dollars’ worth of Meta’s revenue.

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 150 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).

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 3.9 million fans and was followed by another metal band, Apocalyptica, with around 2.8 million fans.