In 2025, Meta's Facebook held approximately ***** percent of the social network market in the United Kingdom, while X (formerly Twitter) accounted for approximately ******percent. Overall, Instagram held *****percent of the social network market in the UK.

In 2024, around ** percent of the population of the United Kingdom was active on social media. By 2028, it is expected that ** percent of the country's population will be using social media services. Social media's global reach As of April 2024, Northern and Western Europe possessed the highest rates of social network penetration globally, with **** and **** percent, respectively. Eastern and Middle Africa had the lowest coverage, with **** and *** percent. The global average was **** percent, which means that almost *** out of ***people around the world are using social networks. Other major platforms Although Meta continues to dominate the social media landscape in the UK, other social media brands are consistently getting more popular, especially with younger users. In 2024, video-sharing social media app TikTok had an awareness of over ** percent in the UK and a usage of over ** percent. Snapchat, owned by Snap Inc., had an awareness of around ** percent.

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 the third quarter of 2024, WhatsApp was the most active social network among internet users in the United Kingdom (UK), with 79.9 percent of internet users reporting use of the service. Facebook was very close behind, with a rate of 72.3 percent, followed by Facebook Messenger with 56.6 percent. YouTube’s broad audience in the United Kingdom YouTube reaches a broad audience in the UK, making it an attractive partner for advertisers of almost any product. More than 75 percent of individuals of every income bracket watch YouTube, with the likelihood of watching increasing with the pay-grade. Whether advertising basic items or luxury products, marketers should be able to connect with UK audiences through YouTube. There are almost no people in the UK to not use YouTube at least monthly. According to a survey conducted in the third quarter of 2020, 46 percent of respondents went on YouTube on a daily basis. Facebook in the United Kingdom  Facebook enjoys a healthy market position in the UK, holding an estimated  55 percent share of the market. The service attracted  50.6 million UK users during May 2021, and Facebook UK Limited  generated 1.1 billion British pounds in revenue  during 2019. The UK division of the company  posted an operating profit of 121.9 million British pounds that year. 

According to data from February 2025, Facebook was the most popular social network for news access in the United Kingdom, with ** percent of respondents using the service. YouTube and X (formerly Twitter) ranked second and third, with ** and ** percent of users respectively using the networks for news content.

Market Size statistics on the Social Media Platforms industry in the UK

Facebook is the most well-known social network among internet users in the UK, with a brand awareness of 96 percent. This crown is highly contested, with Instagram and YouTube being recognized by 95% of respondents each. TikTok reaches a brand awareness of 93%, while 90% of adult internet users in the United Kingdom know Snapchat.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.

Discover key social media statistics, including user growth, platform trends, engagement rates, demographics, and usage patterns!

Forecast: Individuals Participating in Online Social Networks in East Midlands (UK) 2024 - 2028 Discover more data with ReportLinker!

Forecast: Individuals Participating in Online Social Networks in the UK 2024 - 2028 Discover more data with ReportLinker!

The Last.Fm UK User Graph Dataset is a comprehensive collection of social network and music listening behavior data obtained from the Last.Fm platform. The dataset includes user connections, weekly artist listening counts, and artist tags weighted by the number of users who assigned them. The dataset is ideal for studying social network dynamics, music preferences, and their interplay.

Dataset Description:

1. Data Source:
   • Last.Fm APIs were used to obtain a sample of the UK user graph, exploring the network with a breadth-first approach up to the fifth degree of separation from the seeds.
2. Social Network Data:
   • The social graph (G) consists of 75,969 nodes representing users and 389,639 edges representing their friendships on the Last.Fm platform.
3. Music Listening Behavior Data:
   • For each user, the dataset includes the number of single listenings of a given artist for each week in the time window from Jan-10 to Dec-11.
4. Artist Tags:
   • Tags assigned to artists are included, weighted by the number of users who assigned the tag. Tags were split into single words, filtered for musical genres, and assigned to artists based on specific criteria.
5. Musical Genre Assignment:
   • Musical genres were assigned to artists based on the survived tag with the greatest counter, with a relative rate ≥ 0.5.

Files Description:

• ArtistsMap: semicolon-separated file that maps artists names to unique ids
• ArtistTag: semicolon-separated file with tags related to each artist and their weight (i.e. number of users assigning that tag to that artist)
• network: semicolon-separated file containing the social graph edge list
• UsersData_anonymized: semicolon-separated file containing user-related attributes

Forecast: Individuals Participating in Online Social Networks in Yorkshire and the Humber (UK) 2024 - 2028 Discover more data with ReportLinker!

In an online survey conducted during the third quarter of 2024, **** percent of internet users in the United Kingdom reported that WhatsApp was their favorite social media platform, whilst **** percent said that Facebook was their favorite. Overall, only around *** in *** users said that TikTok was their favorite social media service, even though brand awareness of the app is high in the UK.

The use of social media platforms continues to increase in the United Kingdom (UK) and is predicted to do so for the foreseeable future. As of 2024, there are a total of **** million social network users in the UK. The number of social media users in the UK is expected to reach ** million by 2027. Facebook users in the United Kingdom Social media network Facebook, which recently rebranded as Meta in a move towards the metaverse, had ***** million users in the United Kingdom as of December 2021, a relatively small increase on the previous year of *** million. Two years prior, the number of FB users in the UK was ***** million. Throughout 2021, Facebook’s user numbers declined, sinking to ***** in September, however, toward the end of the year, audience figures recovered. Furthermore, Facebook Messenger, Facebook’s instant messaging app, had a total of ***** million UK users at the end of 2021. The majority of UK Facebook users at the end of last year belonged to the 25 to 34 year age group which made up **** percent of all users. Overall, **** percent of audiences this age group were women and **** percent were men. Popular social networks in the United Kingdom In 2021, social media app Instagram had a total of ** million UK users. Instagram was most popular amongst 25 to 34 year olds, accounting for approximately a third of users. In addition, professional online networking platform LinkedIn also finds popularity amongst this demographic, with **** percent of its users being between the ages of 25 and 34 years.

This dataset contains ~11M tweets related to the 2019 United Kingdom General Election, published and collected between November 12, 2019, and December 12, 2019. In addition, we provide nodes and edges of the superspreader user similarity network, as described in the paper below.

Please, refer to the paper below for more details.

Nizzoli, L., Tardelli, S., Avvenuti, M., Cresci, S., & Tesconi, M. (2021). Coordinated Behavior on Social Media in 2019 UK General Election. In 15th International Conference on Web and Social Media. AAAI.

In detail, the dataset consists of:

tweet-ids.csv.zip: a CSV file with the column "tweet_id," containing 11,264,820 tweet IDs related to the 2019 United Kingdom General Election, published and collected between November 12, 2019, and December 12, 2019.

superspreader-nodes.csv.zip: a CSV file with the columns "id" and "cluster," relating to the nodes of the superspreader user similarity network mentioned in the paper.

superspreader-edges.csv.zip: a CSV file with the columns "source," "target," and "weight," relating to the edges of the superspreader user similarity network mentioned in the paper.

This dataset comprises measurements of grooming and aggressive interactions in banded mongooses in response to simulated intergroup conflict, collected from a wild population of banded mongooses on the Mweya Peninsula, Queen Elizabeth National Park, Uganda between 2016-2017. We experimentally simulated conflict between rival social groups of banded mongooses and recorded observations of grooming and aggression between individuals in the focal group. These data were collected to examine changes in social networks in the face of intergroup conflict.

Semi-structured interviews with 36 individuals with either type 1 or type 2 diabetes. The interviews address their diagnosis and current life with diabetes, their use of Facebook and consumption and production of online content in relation to diabetes and its impacts, if any, on their diabetes management.

Given the recognised importance of social networks in health and wellbeing, the recent rise in popularity of online networking sites affords a timely opportunity to learn more about their role in self-care associated with long-term conditions.

Focusing on diabetes as one of the most pressing healthcare priorities, and Facebook as currently the most popular social networking site, the project examines contextual factors that shape knowledge, attitudes and practices in relation to online networking and chronic illness.

The Facebook site allows its users to create textual and visual content, connections, organisational and individual pages, and groups, and in this way facilitates maintenance of different network types. Our study of Facebook use by people with diabetes, and by government and third sector organisations, will help us understand the role of these different networks, and of the Internet, in shaping and supporting self-care practices outside formal healthcare organisations.

The overall aim is to investigate systematically expert and lay perspectives on online networking and diabetes in the UK through the analysis of discourses and practices surrounding the use of Facebook. Methodologically, the project combines linguistic and sociological approaches and develops a framework for a critical and contextual study of online networking and health.

Social media's influence in the United Kingdom continues to grow, with **** million active users as of February 2025, representing ** percent of the population. This penetration rate surpasses the global average of **** percent, positioning the UK as a leader in social media adoption. The country's high usage reflects a broader trend of increasing social media engagement worldwide, particularly in Northern and Western Europe. Global social media landscape The social media landscape is rapidly evolving, with China currently hosting over one billion users and India projected to become the largest social media audience by 2029. Notably, Nigeria is expected to see a staggering *** percent increase in its online networking audience between 2023 and 2029. In 2024, global social media users spent an average of *** minutes per day on social networks. Facebook is still the market leader Facebook is the most widely utilized social media platform globally, and India boasts *** million Facebook users, making it the leading country in terms of Facebook audience size. As of April 2024, it was found that men between the ages of ** and ** were the largest audience for Facebook, accounting for **** percent of global users. Furthermore, Facebooks second-largest audience base could be found with men aged 18 to 24 years.

Chosen names reflect changes in societal values, personal tastes and cultural diversity. Vogues in name usage can be easily shown on a case by case basis, by plotting the rise and fall in their popularity over time. However, individual name choices are not made in isolation and trends in naming are better understood as group-level phenomena. Here we use network analysis to examine onomastic (name) datasets in order to explore the influences on name choices within the UK over the last 170 years. Using a large representative sample of approximately 22 million forenames from England and Wales given between 1838 and 2014, along with a complete population sample of births registered between 1996 and 2016, we demonstrate how trends in name usage can be visualised as network graphs. By exploring the structure of these graphs various patterns of name use become apparent, a consequence of external social forces, such as migration, operating in concert with internal mechanisms of change. In general, we show that the topology of network graphs can reveal naming vogues, and that naming vogues in part reflect social and demographic changes. Many name choices are consistent with a self-correcting feedback loop, whereby rarer names become common because there are virtues perceived in their rarity, yet with these perceived virtues lost upon increasing commonality. Towards the present day, we can speculate that the comparatively greater range of media, freedom of movement, and ability to maintain globally-distributed social networks increases the number of possible names, but also ensures they may more quickly be perceived as commonplace. Consequently, contemporary naming vogues are relatively short-lived with many name choices appearing a balance struck between recognisability and rarity. The data are available in multiple forms including via an easy-to-use web interface at http://demos.flourish.studio/namehistory.

United Kingdom E Commerce: Social Networks: 1000+ Employees data was reported at 90.300 % in 2016. This records an increase from the previous number of 85.200 % for 2015. United Kingdom E Commerce: Social Networks: 1000+ Employees data is updated yearly, averaging 82.200 % from Dec 2012 (Median) to 2016, with 5 observations. The data reached an all-time high of 90.300 % in 2016 and a record low of 77.300 % in 2013. United Kingdom E Commerce: Social Networks: 1000+ Employees data remains active status in CEIC and is reported by Office for National Statistics. The data is categorized under Global Database’s UK – Table UK.S039: E Commerce: Proportion of Businesses Using Social Media: By Size of Business.