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.

In March 2025, ******** accounted for ** percent of all social media site visits in the United States, confirming its position as the leading social media website by far. Other social media platforms, despite their popularity, had to make do with smaller shares of visits across desktop, mobile, and tablet devices combined. ********* ranked second with ***** percent of all U.S. social media site visits, while X (previously Twitter) accounted for ***** percent of the total visits in the country. Additionally, the U.S. is home to the third largest social media audience worldwide. Facebook: mobile vs desktop usage At the beginning of 2022, around ** percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only *** percent reported using their desktop or laptop devices. In September 2022, three Facebook Inc. products occupied some of the leading positions as most downloaded social networking apps on the Apple App Store in the United States. WhatsApp’s messaging platform ranked second with more than *** million downloads, while Facebook and the instant-messaging service Messenger followed ranking third and fifth with *** million and **** million downloads respectively. Social media evolution Between 2012 and 2024, the daily time spent on social networks worldwide experienced an almost constant increase, with users reaching an average of *** minutes per day in 2023, with a decrease to *** daily minutes of engagement in 2024. However, users’ favorite platforms have changed since 2019, and the power balance appears to be shifting further from Facebook’s market dominance. Not only Facebook’s user growth rate is estimated to slow down in the next years, but users belonging to Generation Z appear to prefer video-first social platforms like Snapchat, TikTok, and YouTube.

Despite a tumultuous 2018, Facebook is still the top social network in the United States, with 169.76 million mobile users accessing the Facebook app in September 2019. The company’s other properties Instagram and Facebook Messenger ranked second and third with 121 and 106 million users respectively. Cambridge Analytica scandal 2018 The biggest social media company in the world had a difficult 2018. The platform has long been accused of enabling the spread of fake news during the 2016 election and beyond. One of the first and biggest negative Facebook stories of 2018 was the Cambridge Analytica scandal, which unfolded from March 2018. The Guardian, The Observer, and The New York Times simultaneously reported on political data firm Cambridge Analytica harvesting data of millions of Facebook users worldwide without their knowledge before the 2016 election, which led to Facebook CEO Mark Zuckerberg having to testify before Congress in April 2018. Facebook usage behavior changes Due to the revelations about Facebook and the company’s treatment of private user data, many U.S. users are planning to use the social network much less and to be much more careful about what they post . During an April 2018 survey, only 20 percent of respondents stated that their Facebook usage has not changed, and they were planning on continuing to use the social platform as much as they always had in the past.

More than three-quarters of the Russian online population aged 16 years and older used the Telegram messenger, thus making it the most-used social media platform among those listed in the ranking. WhatsApp ranked second, with a penetration rate of nearly 74 percent, followed by VK and TikTok. Social media usage in Russia In 2024, the daily time spent on social media in Russia was recorded at roughly two hours and 20 minutes per user on average. After Facebook, Instagram, and X (formerly Twitter) were blocked in Russia at the end of February and the beginning of March 2022, a significant increase in activity was recorded on VK and Telegram. For example, the daily audience on VK increased by almost nine percent, while the number of friends requests and feed views grew by 250 percent and 25 percent, respectively. YouTube From the global perspective, YouTube ranked second after Facebook, which remained the leading social media platform with about three billion active users. The U.S.-based channel MrBeast had the highest number of subscribers on YouTube with around 343 million as of January 2025. India-based T-Series followed with 284 million subscribers as of that month.

A survey conducted in Japan during fiscal year 2023 showed that the messaging app LINE was used by almost ** percent of the respondents. While globally leading networks such as Instagram, X, and Facebook do get their fair share of popularity within the Japanese social media market, the only platform able to compete with LINE in terms of penetration rates is YouTube, which was used by almost ** percent of the respondents. What makes LINE so popular?The success story of the messaging service LINE started back in 2011 during the Great East Japan Earthquake. While conventional communication channels in affected areas had broken down to a large degree due to damages brought about by the earthquake and the subsequent tsunami, official sources as well as private individuals turned to online options for communicating news and confirming the safety of friends and family members. The LINE app, which was initially developed for communication between employees at NHN Japan, a Japanese subsidiary of the South Korean internet powerhouse Naver, was released for public use later that year. It appealed greatly to Japanese consumers due to its unique and customizable design, which allowed for both private and business usage. Today, the app is operated by LY Corporation, which is part of a joint venture between SoftBank Group and Naver.How do Japanese use social networks?As a comparison of social network penetration rates of different countries shows, a vast majority of people in Japan use social networks. People in Japan on average spend several dozen minutes per weekday on social media, making social media one of the most time-consuming online activities. According to a survey, the leading reasons for using social media are communicating with already existing acquaintances as well as searching for information.

As of February 2021, YouTube had a global penetration rate of 62 percent, followed closely by Meta's Facebook, with 61 percent. Overall, instant messaging service WhatsApp had a global penetration rate of 52 percent. Additionally, 12 percent of people used TikTok, and one in ten people around the world use messaging service Telegram.

WhatsApp, Facebook and YouTube ranked as the most popular social media for Dutch Millennials or 20-to-39-year-olds in 2020, beating, for example, Instagram. In 2020, roughly 90 percent of the Millennial respondents in the Netherlands said they used WhatsApp. Facebook was also popular, with 82 percent indicating they actively used this platform. Both social networks had over ten million users in the country, of which 9.1 million were daily users for WhatsApp and 6.8 million for Facebook.

Millennials are less active on Facebook

Despite that Facebook ranks as the second-most popular social media platform, the Silicon Valley application experienced upheaval in the Netherlands. In a different question asked by the source, 57 percent of the Millennials agreed with a statement that said they spent less time on Facebook than they used to. Privacy concerns were one possible explanation for this. Some respondents also mentioned, though, that the platform had become too time-consuming and would rather spend it on “real life” activities.

Instagram and Snapchat a gateway to Generation Z, not Millennials

Are Dutch Millennials leaving Facebook then for other social networks, such as Instagram or Snapchat? The ranking provided here does to indicate that the 23-to-37-year-olds are part of the user base of the two photo apps. Data looking at the growing penetration rate of the two platforms by different age groups in the Netherlands confirms this. This same data does mention, though, that consumers aged 15-19 used the apps a lot more. Between 2015 and 2018, Instagram’s penetration rate among Generation Z increased by roughly 25 percentage points whilst the youngest generation was the first in the Netherlands to use Snapchat.

When it comes to the most well-known social networks in the United States, YouTube and Facebook are leading the pack with a brand awareness of 96 and 95 percent respectively, among internet users. For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

According to a survey on digital usage in China, around 91.8 percent of respondents had used WeChat as of the third quarter of 2023. The short video app Douyin, the social commerce site Xiaohongshu, and the Twitter-like site Weibo, were among the most popular social media platforms in China. How successful is WeChat in China? The country’s most popular messaging app, WeChat, boasts over one billion monthly active users. For many Chinese consumers, WeChat is part of daily life, helping them to organize tasks such as paying bills, ordering food delivery, and calling a taxi. On average, WeChat users spent about an hour and 20 minutes per day on the app. Large user base with high engagement The social media scene in China is huge and mobile-centric. In 2023, the social media penetration rate amounted to 74 percent in China, slightly higher than in countries like the United States and Japan. While the user number has shown signs of reaching a saturation point, Chinese consumers have been spending more time online, with a considerable daily usage of social media.

As of September 2023, YouTube as the most popular social media platform for global users, with 97 percent of respondents reporting to use the popular video platform. YouTube was also the most popular social media among Gen Z users, with 96 percent of respondents in this age group reporting to have used the video platform as of the examined period. Facebook's usage kept steady among among the general digital population, with around eight in 10 reporting to have used the platform. In comparison, the social media's popularity was in free fall among gen Z users with only four in 10 among those surveyed reporting to engage with the Meta-powered platform.

According to a May 2024 survey, WhatsApp was the most popular social media platform in Mexico. At that time, ** percent of those interviewed said they had an active account on the messaging app. Also owned by Meta Platforms Inc., Facebook and Instagram ranked second and third, being used by ** and ** percent of respondents, respectively.

Social media penetration and demographics Close to ** percent of the Mexican population was expected to be on Facebook by the end of 2023 (slightly below the estimated ***** percent for the United States during the same period). Its popularity in the North American country relies heavily on young internet users: when it comes to the distribution of Mexican Facebook users by age group, more than ** percent were between 18 and 34 years old. All news just a click away According to a February 2022 survey, half of internet users in Mexico used Facebook for news consumption, while YouTube is used by ** percent of the country's online audiences for the same function. This preference was also observed across all age groups: more than a third of the country's news consumers across all demographics turned to the Meta-owned social network to find, read, watch, share, or comment on the news.

As of February 2025, nearly ** percent of the internet users in Morocco used WhatsApp each month. Facebook and Facebook Messenger ranked as the second and third most popular social media platforms in the country, with a share of **** percent and **** percent, respectively. Social media users keep increasing With the rising internet penetration rate and mobile internet adoption, the use of social media has increased in Morocco in recent years. In 2025, social media users in the country amounted to around **** million. This marked a steady growth over the previous years, rising from around ** million in 2017 to ** million in 2022, before experiencing a decline. As the most popular social media platform, Facebook accounted for about 25.89 million users in 2025, with the number being forecast to increase to more than ** million by 2028. In comparison, approximately *** million people actively used Instagram in 2025, and it is projected to reach **** million in 2026. Sending messages is the primary online activity Among the different types of social media, Moroccans regularly used instant messenger platforms, such as WhatsApp, and social networks like Facebook as of 2023. In contrast, consumer review networks and discussion forums were the least used platforms. In the same year, the most popular activities among Moroccan social media users were sending private messages, commenting on posts, liking other users’ posts, and following people. As of 2023, users in Morocco spent an average of * hours and * hours and ** minutes per day on social media. The average time was lower than in other African countries such as Nigeria (* hours and ** minutes) and South Africa (* hours and ** minutes).

As of the third quarter of 2024, WhatsApp was the favorite social media platform for 37.7 percent of internet users in Spain. Besides being the favorite social network in the country, it was also the most used platform in the country. Instagram and TikTok were the platforms of choice for 24.3 percent and 12 percent of the respondents each, while Facebook was the favorite for 8.8 percent of interviewees. Other messaging apps like LinkedIn, Discord, and Facebook Messenger ranked much lower in terms of popularity.

WhatsApp was the leading actively used messenger service in Germany in 2021. Almost 84 percent of users confirmed this. While WhatsApp is foremost a messaging service, certain features indicate similarities with social media networks, as sharing and posting between users still occurs, just not necessarily on a publicly accessible website. Delivering the message For most of the population, modern life is unimaginable without messenger apps. Texting has become much more varied as a form of communication thanks to extended file and content sharing options within messages. There is no doubt that WhatsApp is a popular messaging app in Germany. In 2023, almost 85 percent of people were messaging on WhatsApp every day. By 2025, it is estimated that over 53 million people will be using WhatsApp in Germany, suggesting it's popularity as a messaging app will not diminish with time. Personal data While Facebook is extremely popular in many different countries, long-term questions and concerns from users continue to arise, with personal data security being one of the leading topics of discussion. In general, the there have been many breaches of personal data online. At the same time, social media continues to enjoy rising popularity and use among the German population, both in a private and professional context.

In 2024, Facebook had the largest market share among other social media platforms in Indonesia, at around ** percent. However, Facebook's popularity may soon be outpaced by other social media platforms due to growing competition. Indonesia’s social media landscape With active social media users of more than *** million, Indonesia ranked fourth among the countries with the highest number of social media users worldwide. As of the third quarter of 2024, WhatsApp had the largest social media penetration rate in Indonesia of about ** percent. Other social media platforms such as Instagram and Facebook are also gaining popularity as an increasing number of Indonesian social media users are actively using those platforms. Social media for business purposes The use of social media is no longer limited to communicating and interacting with friends and family. Many businesses have turned to social media as part of their marketing strategies. One of these strategies includes collaborating with an influencer to promote their products and increase their customer reach. A recent finding revealed that ** percent of Indonesian social media users had purchased an item because of influencer endorsement. Trust in the influencer and being convinced by their promotions are among the leading reasons for purchasing endorsed products.

As of March 2024, Meta's Facebook was the most popular social media platform in Denmark, with 81 percent of social network users in the country using the service. Instagram and YouTube ranked second, with almost six in ten users in Denmark accessing these online platforms. Snapchat was also relatively popular, with 39 percent of respondents stating that they used the app.

Market leader ******** accounted for ** percent of all social media site visits in Canada in March 2025. Overall, ********* ranked second with ***** percent of all Canadian social media site visits across desktop and mobile devices. X (formerly Twitter) ranked third, accounting for **** percent.

This statistic gives information on the most popular social networking apps in the United States as of September 2019, ranked by monthly user engagement. During that month, mobile Facebook users spent an average of 769.16 minutes on the social networking platform.

In 2022, Instagram was the most popular social media platform among Asian influencers, with more than ** percent of influencers in the region using the platform. YouTube ranked second, after having been the most popular platform among influencers in Asia in 2020 and 2021.

In March 2025 in Norway, Facebook was the most visited social media platform, accounting for ***** percent of the market share. Pinterest ranked second, making up more than ***** percent of social network visits. Meta's Instagram followed, with *** percent of social media visits in Norway.  Social media users over the years  Overall, the share of individuals who participated in social networks increased significantly over the years. Starting at under ** percent of individuals in 2011, the share of social media users peaked in 2023, when ***** percent of the interviewed Norwegians reported to be using social networks. In 2022, the percentage was ***** percent.  Compared to the other Nordic countries, Norway ranked third by number of social media users in 2024, with **** million users that year. Sweden was the Nordic country with most social media users – **** million. Denmark was second and Finland was fourth in the ranking.