As of October 2024, Singapore had the highest potential reach rate of YouTube ads in the Asia-Pacific region, at nearly ** percent among the population aged 18 years and above. In comparison, the video platform's potential ad reach in India amounted to around ** percent of the country's adult population.

As of February 2025, Norway recorded the highest Snapchat reach by far among the examined Nordic countries, with 63.9 percent of its digital population using the video-sharing and messaging app. Denmark followed with a reach of 47.9 percent, while Sweden reported a Snapchat reach of around 45.9 percent at the beginning of 2025.

Social network X/Twitter is particularly popular in the United States, and as of February 2025, the microblogging service had an audience reach of 103.9 million users in the country. Japan and the India were ranked second and third with more than 70 million and 25 million users respectively. Global Twitter usage As of the second quarter of 2021, X/Twitter had 206 million monetizable daily active users worldwide. The most-followed Twitter accounts include figures such as Elon Musk, Justin Bieber and former U.S. president Barack Obama. X/Twitter and politics X/Twitter has become an increasingly relevant tool in domestic and international politics. The platform has become a way to promote policies and interact with citizens and other officials, and most world leaders and foreign ministries have an official Twitter account. Former U.S. president Donald Trump used to be a prolific Twitter user before the platform permanently suspended his account in January 2021. During an August 2018 survey, 61 percent of respondents stated that Trump's use of Twitter as President of the United States was inappropriate.

As of February 2025, Facebook had an addressable ad audience reach 130.6 percent in Western Sahara, followed by Libya with 127.6 percent and Mongolia with 118.1 percent. Additionally, the Philippines and Cambodia had addressable ad audiences of 116.6 percent and 111.6 percent, respectively.

China was home to ove 1.18 bilion social media users in 2025, making it the country with the largest audience. It is expected that by 2030, the number of social media users in the country will exceed 1.3 billion. Additionally, India currently has around 874 billion users, and is estimated to reach 1.12 billion by 2023.

As of February 2025, Australia had the highest potential Instagram ad reach rate in the Asia-Pacific region among the reported markets, at about **** percent of the adult population. In comparison, Instagram advertising in China had a potential reach of about *** percent among the population aged 18 years and over. The rise of social media advertising Digital advertising had the highest ad spending in the Asia-Pacific region, with brands increasingly prioritizing online presence and engagement. Social media advertising has become a major focus, as platforms like Instagram, Facebook, TikTok, and WeChat offer access to a wide audience. Among APAC markets, China and Japan lead in social media ad revenue, reflecting large user bases. Next to paid advertising, social media influencers and bloggers have emerged as key players in shaping consumer preferences. Their recommendations are often perceived as trustworthy, in contrast to traditional brand ads, making them an essential part of modern digital marketing strategies. Influencer marketing: Driving purchases in Asia Influencer marketing plays a crucial role in the shopping behavior of consumers. In Southeast Asia specifically, the top product categories purchased due to influencer recommendations include beauty and fashion, with influencers often setting trends and creating demand for new products through their content. Consumers in Southeast Asia engage with influencer content primarily for entertainment, but many also seek purchase inspiration. As influencer marketing continues to evolve, brands are increasingly investing in partnerships with content creators to enhance their reach, credibility, and connection with consumers.

As of February 2025, more than ** percent of the population of Uruguay was on social media. On the other hand, approximately ** percent of Haitians used social networking platforms. Among the largest Latin American markets, Brazil had the lowest social media penetration rate at **** percent, just below Colombia and Argentina. Online networking among Chilean young adults intensifies Young adults are the primary audience of social media in Chile. Nearly half of all Facebook users in the South American country were between 18 and 34 years old. The same age group accounted for almost ** percent of Chilean users of LinkedIn. This generation has also been devoting more of its time to this type of online activity. Obstacles for the expansion of social media in Brazil A handful of issues still set part of Latin America's online population apart from social networks. Despite having the biggest social media audiences in Latin America, countries like Brazil and Mexico still struggled to provide internet access to their populations, thus hindering social media penetration rates.

The statistic displays reach of news websites in selected countries in Latin America as of *********. In the measured period, it was found that news websites reached ** percent of the population in Peru, while in Chile the percentage amounted to **.

In 2025, the United States was the country with the highest online dating service penetration, with **** percent. Belgium followed, with close to ** percent.

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.

As of February 2025, Australia had the highest Snapchat ad reach in the Asia-Pacific region, around **** percent of the adult population. In comparison, Snapchat ads in Indonesia reached about *** percent of the population aged 18 years and over.

This statistic shows the proportions of radio reach in the Middle East and North Africa (MENA) in 2016, by country. In that year, the proportion of radio audience reach in Qatar was ** percent, compared to ** percent in Egypt.

As of February 2025, Saudi Arabia was the country with the highest YouTube penetration, at approximately 95.8 percent. Israel ranked second with a reach of 93.3 percent, followed by Singapore with a reach of 91.8 percent. The global YouTube reach in February 2025 was 39 percent.

As of February 2025, India was the country with the largest YouTube audience by far, with approximately 491 million users engaging with the popular social video platform. The United States followed, with around 253 million YouTube viewers. Brazil came in third, with 144 million users watching content on YouTube. The United Kingdom saw around 54.8 million internet users engaging with the platform in the examined period. What country has the highest percentage of YouTube users? In July 2024, the United Arab Emirates was the country with the highest YouTube penetration worldwide, as around 94 percent of the country's digital population engaged with the service. In 2024, YouTube counted around 100 million paid subscribers for its YouTube Music and YouTube Premium services. YouTube mobile markets In 2024, YouTube was among the most popular social media platforms worldwide. In terms of revenues, the YouTube app generated approximately 28 million U.S. dollars in revenues in the United States in January 2024, as well as 19 million U.S. dollars in Japan.

As of February 2025, Singapore had the highest LinkedIn ad reach in the Asia-Pacific region, at **** percent of the adult population. Australia followed with an ad reach rate of around **** percent. In comparison, LinkedIn advertising in Japan had a reach rate of around *** percent that year.

In April 2020, TV had a daily reach of **** percent among the population in Mexico, Meanwhile, the weekly and monthly reach stood at **** percent and **** percent, respectively. In 2019, **** percent of Mexican households owned a TV set.

According to a survey conducted in selected countries in Latin America between January and December 2019, out-of-home media reached **** percent of Colombian respondents. Outdoor media reached ** percent of Brazilians in that same time period.

According to a survey of global internet audiences in the third quarter of 2024, 83.6 percent of internet users played video games on any device. The Philippines had the highest video gaming usage reach, ranking first with a gaming penetration of 96.6 percent. Indonesia ranked second, with 96.4 percent of responding internet users stating that they played video games. The United Kingdom and Japan ranked last, with 71.1 and 64.4 percent of internet users, respectively, reporting their participation in video gaming. The impact of mobile gaming The global gaming penetration among online users was over 83 percent, highlighting how much of a mainstream hobby gaming has become. Additionally, as shown by the many mobile-first digital markets with strong gaming reach, the impact of readily available mobile gaming devices cannot be overstated. A survey from the third quarter of 2024 found that smartphones were the most popular way to play video games worldwide, with more than 67 percent of respondents stating to play video games in such a way. This usage rate was miles ahead of second-ranked laptop or desktop PCs, which only 34 percent of global gamers stated to use. Who are the global gaming audiences? A survey conducted in the third quarter of 2023 found that 89.6 percent of female internet users aged 16 to 24 years worldwide played video games on any kind of device. During the survey period, 92.6 percent of male respondents in the same age group stated that they played video games. Gaming is a more popular activity among younger age groups, but even seven in ten respondents between 55 and 64 years old stated that they were gamers. Gaming genre preferences vary by age group, but overall, shooters and action-adventure games rank first in terms of popularity among users. Other popular gaming genres were simulation and sports games.

Russia had the largest share of internet users aged 16 to 64 years who used Telegram among European countries, at **** percent in the third quarter of 2024. In Turkey recorded a usage rate of **** percent.

As of February 2025, 5.56 billion individuals worldwide were internet users, which amounted to 67.9 percent of the global population. Of this total, 5.24 billion, or 63.9 percent of the world's population, were social media users. Global internet usage Connecting billions of people worldwide, the internet is a core pillar of the modern information society. Northern Europe ranked first among worldwide regions by the share of the population using the internet in 20254. In The Netherlands, Norway and Saudi Arabia, 99 percent of the population used the internet as of February 2025. North Korea was at the opposite end of the spectrum, with virtually no internet usage penetration among the general population, ranking last worldwide. Eastern Asia was home to the largest number of online users worldwide – over 1.34 billion at the latest count. Southern Asia ranked second, with around 1.2 billion internet users. China, India, and the United States rank ahead of other countries worldwide by the number of internet users. Worldwide internet user demographics As of 2024, the share of female internet users worldwide was 65 percent, five percent less than that of men. Gender disparity in internet usage was bigger in African countries, with around a ten percent difference. Worldwide regions, like the Commonwealth of Independent States and Europe, showed a smaller usage gap between these two genders. As of 2024, global internet usage was higher among individuals between 15 and 24 years old across all regions, with young people in Europe representing the most significant usage penetration, 98 percent. In comparison, the worldwide average for the age group 15–24 years was 79 percent. The income level of the countries was also an essential factor for internet access, as 93 percent of the population of the countries with high income reportedly used the internet, as opposed to only 27 percent of the low-income markets.