As of February 2025, approximately ** percent of the TikTok's advertising audience in Singapore were between 25 and 34 years old and male. This age group represents approximately ** percent of the overall advertising audience.

As of February 2025, it was found that around 14.1 percent of TikTok's global audience were women between the ages of 18 and 24 years, while male users of the same age formed approximately 16.6 percent of the platform's audience. The online audience of the popular social video platform was further composed of 14.6 percent of female users aged between 25 and 34 years, and 20.7 percent of male users in the same age group.

Over the five years through 2025-26, industry revenue is forecast to expand at a compound annual rate of 20.3% to reach £12.5 billion. Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the past five years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform has over 30 million monthly users in the UK in 2025. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. In 2025, more social media platforms are using AI to boost user engagement. This improves click-through rates and drives higher advertising revenue. Industry revenue is expected to grow by 6.3% in 2025-26. Over the five years through 2030-31, social media platforms' revenue is projected to climb at an estimated 9.2% to reach £19.4 billion. Regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The tightening of regulations will raise industry compliance costs, weighing on profit margin. Older age groups present a new revenue opportunity for social media platforms if they can bridge the gap between passive TV consumption and interactive digital engagement. Augmented Reality (AR) technology will move beyond filters to become standard for immersive product trials, interactive ads, and virtual meetups

As of 2025, the biggest group of people reachable through social media advertisements in Hungary consisted of men between the ages of 25 and 34 years, measuring at approximately ** percent. Women of the same age accounted for the second-largest group, with 10.7 percent. TikTok is gaining ground Besides Facebook and Instagram, the leading social media platforms in Hungary, TikTok is becoming increasingly popular, particularly among the younger generations. As of March 2025, there were over two million real TikTok app users in the country, who could be reached by online advertisements. Influencer advertising Influencer advertising spending has seen robust growth in Hungary over the past years, with figures reaching nearly 39 million euros in 2024. Moreover, by 2029, influencer advertising expenditure is forecast to total over 55 million euros. When it comes to the most valuable Hungarian influencers, TheVR came in first place according to the Forbes influencer index, followed by Whisper Ton.

The global Self-media Platform market is poised for significant expansion, projected to reach an estimated USD 150 billion by 2025, and is anticipated to grow at a Compound Annual Growth Rate (CAGR) of 18% over the forecast period from 2025 to 2033. This robust growth is underpinned by the increasing democratization of content creation and consumption, driven by the widespread availability of smartphones, affordable internet access, and intuitive user-friendly platforms. Key market drivers include the surging demand for personalized and authentic content, the rise of influencer marketing as a powerful advertising channel, and the continuous innovation in content formats, such as short-form videos and live streaming. Platforms like TikTok, Instagram Reels, and YouTube Shorts have revolutionized how users engage with media, fostering a dynamic ecosystem where individuals can build substantial audiences and monetize their creativity. The market's segmentation reveals a broad appeal across age demographics, with users aged 20-60 years representing the largest consumer base, actively engaging with a diverse range of content from news and educational videos to entertainment and lifestyle. However, the younger demographic (less than 20 years old) is a crucial growth segment, rapidly adopting new platforms and shaping emerging trends. The competitive landscape is dominated by tech giants like Meta (Facebook, Instagram, WhatsApp), Google (YouTube), and ByteDance (TikTok), who are constantly investing in new features and user acquisition strategies. Emerging platforms and niche communities on Reddit and Pinterest also contribute to the market's dynamism, catering to specific interests and fostering deeper engagement. Despite the strong growth trajectory, potential restraints include increasing regulatory scrutiny regarding content moderation and data privacy, as well as market saturation in certain niches, which may lead to intensified competition for user attention and advertising revenue. This report offers an in-depth analysis of the global Self-media Platform market, projecting a market size of over $1,200 million by 2033. The study encompasses a comprehensive examination of the market from the historical period of 2019-2024, with a base year of 2025 and a forecast period extending to 2033. The report leverages advanced analytical methodologies to provide actionable insights into market dynamics, key trends, and future growth trajectories.

As of July 2025, around *****percent of global active Instagram users were men between the ages of 25 and 34 years. More than half of the global Instagram population worldwide was aged 34 years or younger. Teens and social media As one of the biggest social networks worldwide, Instagram is especially popular with teenagers. As of fall 2023, the photo-sharing app ranked third in terms of preferred social network among teenagers in the United States, following TikTok and Snapchat. Instagram was one of the most influential advertising channels among female Gen Z users when making purchasing decisions. Teens reported feeling more confident, popular, and better about themselves when using social media and less lonely, depressed, and anxious. However, social media can also have negative effects on teens, which can be much more pronounced on those with low emotional well-being. It was found that ** percent of teenagers with low social-emotional well-being reported having experienced cyberbullying when using social media, while in comparison only **** percent of teenagers with high social-emotional well-being stated the same. As such, social media can have a big impact on already fragile states of mind.

Social media usage in the United Kingdom reveals a diverse landscape across age groups, with the ***** bracket leading at ** percent of users in 2024. Surprisingly, the ***** age group accounted for ** percent, challenging the notion that social networks are primarily for younger users. This distribution highlights the widespread adoption of social platforms among various demographics, reflecting the evolving digital habits of UK adults. Younger users drive emerging platform adoption While established networks like Facebook maintain a strong presence, younger users are increasingly drawn to newer platforms. TikTok, for instance, has gained significant traction among the ***** age group, with over a quarter of UK smartphone users in this bracket using the app. Advertising trust varies across age groups and mediums The effectiveness of social media advertising differs across age groups, with trust playing a crucial role. Among consumers aged *****, ** percent reported not buying products promoted by influencers, indicating a potential shift in how younger audiences perceive and respond to social media marketing.

The mobile video platform market is experiencing explosive growth, fueled by the proliferation of smartphones, increasing internet penetration, and evolving consumer preferences for on-demand and live video content. The market, estimated at $150 billion in 2025, is projected to grow at a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching an impressive $450 billion. Several key drivers are contributing to this expansion. Firstly, the rise of short-form video platforms like TikTok and Kuaishou has captivated younger demographics, leading to higher engagement and ad revenue. Secondly, the increasing popularity of live streaming, particularly for gaming and e-commerce, is creating new avenues for monetization. Thirdly, the ongoing development of 5G technology promises faster speeds and lower latency, enhancing the overall viewing experience and further driving adoption. However, challenges remain. Competition is fierce, with established players like YouTube, Netflix, and Tencent Video vying for market share alongside emerging platforms. Concerns about data privacy and content moderation also pose significant hurdles. Segmentation reveals a diverse user base, with significant opportunities across age groups (young, middle-aged, and elderly) and platform types (paid on-demand, live, short, shopping, and comprehensive video platforms). Geographic analysis indicates strong growth potential across regions, including North America, Asia-Pacific (particularly China and India), and Europe, though the market is already mature in some developed economies. The segmentation of the mobile video platform market offers insights into specific growth drivers and opportunities. The "young users" segment is highly responsive to short-form video trends, creating potential for targeted advertising and content creation. Meanwhile, the "middle-aged and elderly users" segment presents opportunities for platforms catering to diverse interests, including news, educational content, and curated entertainment. Within platform types, live video platforms benefit from real-time interaction and community building, while paid on-demand platforms capitalize on premium content and exclusive access. The emergence of shopping video platforms signifies a significant trend, blurring the lines between entertainment and e-commerce. Finally, comprehensive video platforms, offering a blend of features, are well-positioned to attract a broader audience. Successfully navigating the competitive landscape and addressing regulatory challenges will be crucial for sustained market growth in this dynamic industry.

As of January 2025, around **** percent of social media users in Nigeria aged between 18 and 24 years were men. Moreover, the share for women in the same age group corresponded to nearly ** percent.

As of February 2025, women comprised approximately ** percent of Instagram’s advertising audience. In contrast, men accounted for **** percent of Snapchat’s audience, while TikTok’s advertising audience was nearly evenly split, with females comprising **** percent.

As of February 2025, there were **** million TikTok users in the Philippines that marketers can reach with ads, indicating an increase from the previous reporting period. TikTok is one of the most used social media platforms among Filipino internet users.

The reach by social network in the 'TikTok' segment of the advertising market in Europe was modeled to be ************** users in 2024. Following a continuous upward trend, the reach by social network has risen by ************** users since 2017. Between 2024 and 2030, the reach by social network will rise by ************** users, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Social Media Advertising.

As of January 2024, there were approximately **** million audiences engaging with TikTok in Vietnam based on ads reach, an increase of nearly ** million users compared to the year before. TikTok has emerged as one of the most used social media apps in Vietnam in recent years.

Females and males aged 25 to 34 constituted the largest share of active Facebook users in Australia as of October 2024. Both females and males in that age bracket made up approximately 12.8 percent. Facebook: the world’s favorite online hangout Facebook continues to rank as the world’s most popular social network. With just over three billion users in a worldwide population of around eight billion people, Facebook has left its mark on the modern world - and its wallet. In 2021, Facebook’s owner Meta, formerly Facebook Inc, generated over 134 billion dollars in revenue, a figure which has continued to soar since Facebook’s inception in 2004. Advertising and Meta’s family of apps, which among others includes Facebook, Instagram, and WhatsApp, have made up the majority of the company’s revenue in recent years. The internet as a source of hope  ‘Screen time’, or time spent using a device such as a phone, computer, television, or video game console, often gets a bad name. The average Australian spends close to three hours daily surfing the internet on a mobile phone, which puts Australians above the world average for minutes spent on the internet on a mobile daily. With young people making up a significant portion of the internet-using population, it is reassuring to know that close to 25 percent of young Australians also use the internet to seek help or information on issues important to them, like the environment, equity and discrimination, and mental health.

Between May 9 and July 14, 2024, cost-per-mille (CPM) of ads on Facebook and Instagram in Germany oscillated between 2.56 U.S. dollars and 8.05 U.S. dollars. Social media ad spending in Germany was estimated at roughly 5.1 billion euros in 2024.

In the third quarter of 2024, 93 percent of the people connected to internet in Ghana used WhatsApp. Tiktok was also a popular social media platform, utilized by 81 percent of internet users and overtaking Facebook in second position. While the aforementioned platforms generally increased in usage over the last year, others like Facebook, Instagram, and Snapchat lost quite a number of accounts. Men in social media usage in Ghana Men dominate the overall social media usage in Ghana, referring to close to 59 percent of the population as of January 2025. For instance, Facebook, one of the leading social media channels, has about 59 percent of its users being men. As a result, men are the most reachable by social media advertising in Ghana, especially those between the ages of 25 and 34 years. Preferred social media devices For different social media networks, people in Ghana tend to use different devices, including mobile phones, desktops, and tablet computers. For instance, desktops are mainly used to access YouTube, while individuals use tablets to access Pinterest and Facebook. In terms of mobile devices, some of the most common social media channels used thereon are Facebook, YouTube, and Twitter.

During a survey carried out in 2024, 62 percent of responding marketers who were looking to decrease spend on cookie-based activations said they were planning to shirt spending towards social media. Nearly half were planning to invest in first-party data.