Social media stopped being a marketing channel years ago. It became the primary way brands earn attention, trust, and revenue. 62.6% of the total global population is on social media right now.
In 2026, over 5.66 billion people are active across platforms, and the competition for their attention has never been sharper. Short-form video now drives the majority of engagement, while AI is reshaping how algorithms reward content!
For marketers, this is not a moment to guess. It is a moment to know exactly where your audience spends time, what format they respond to, and which platform actually converts.
This data-backed guide breaks down the real numbers behind today's social media platforms statistics.
You’ll learn everything from user growth and engagement rates to ad costs and demographic shifts. It will help you build a strategy backed by data instead of assumptions.
If you want to grow your business and maximize the revenues, check Socialplug’s services today!
Visit Socialplug Now
Key Takeaways
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As of 2026, various global statistics indicate that the total number of social media users has exceeded 5.6 billion.
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Asia is leading in growth, with an increase rate of 4.8%. [Source: SEO Sherpa]
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On average, users spend at least 2 hours and 28 minutes daily on social media, with 80% accessing it via mobile devices. [Source: New Media]
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Eastern and Southern Asia represent the largest segments of this digital population.
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The global coverage of social networks is projected to grow at a rate of 4.8%.
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75% of global users prefer short-form videos (MP4 format, standard aspect ratio of 9:16) over longer formats.
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60% of product research is conducted through social media, with TikTok being the most trusted platform for product discovery. [Source: Sprout Social]
The social media landscape has shifted toward AI-influenced branding. Regional markets are adapting, and forecasts offer important insights into this shift.
Below is the breakdown of social media users by region, ranked from the largest user base to the smallest.
| Rank | Region | Total Users |
|---|
| 1 | Asia | 3.25B |
| 2 | Eastern Asia | 1.36B |
| 3 | Southern Asia | 1.17B |
| 4 | Americas | 856.8M |
| 5 | Europe | 731.45M |
| 6 | Africa | 561.19M |
| 7 | North America | 464.28M |
| 8 | South America | 325.36M |
| 9 | Central & Western Europe | 286.15M |
| 10 | Eastern Europe | 207.96M |
Source: Statista
| Social Platform | Global Penetration / Reach | Key Regional Market #1 | Key Regional Market #2 |
|---|
| YouTube | 30.90% | UAE (91%) | India (60%) |
| Snapchat | 29.70% | Saudi Arabia (74%) | USA (27%) |
| TikTok | 24.10% | Thailand (79%) | USA (33%) |
| WeChat | 17.10% | China (Domestic) (92%) | — |
| LinkedIn | 12.40% | Netherlands (38%) | USA (31%) |
| Telegram | 12.10% | Ukraine (61%) | Russia (55%) |
Source: LinkedIn Ads, Backlinko
For creators and marketers, the time investment habit indicates where to put your promotion to gain better attention.
| Platform | Average Daily Time | Primary Audience or Focus |
|---|
| TikTok | 1 hour 5 minutes | Overall leader |
| YouTube | 48 minutes | Gen Z audience |
| Snapchat | 49 minutes | United States teens |
| X Twitter | 34 minutes | News audiences |
| Pinterest | 14 minutes | Wellness content |
| LinkedIn | 7 minutes 43 seconds | Professionals |
| Reddit | 27 minutes | Gen Z males |
Source: [SQMagazine]
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Another report says, 78% of social media users prefer to access it through mobile.
[Source: Indectron]
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Android commands 70.36% of the mobile OS market share.
[Source: gs.statcounter]
The table below shows the device-specific ratio of the major social media users:
| Social Media Platform | Mobile‑Only | Desktop |
|---|
| TikTok | ~94% | ~6% |
| X (formerly Twitter) | ~85% | ~15% |
| LinkedIn | ~60% | ~40% |
| YouTube | ~70% | ~30% |
| Pinterest | ~80% | ~20% |
| Snapchat | ~99% | ~1% |
[Source:Multiple]
| Platform | Global Population Coverage |
|---|
| Twitter/X | 5.23% |
| YouTube | 7.8% |
| LinkedIn | 0.47% |
| Pinterest | 2.8% |
| Reddit | 1.46% |
[Source: Statcounter]
Certainly, the highest user-base platforms ensure better reach for your service.
Daily active users and monthly active users clearly highlight how actively your audience will participate.
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Logged-in monthly users: 2.58 billion.
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Daily Active Users: 122 million users remain active on a daily basis.
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The average daily story view count reaches 70 billion.
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YoY growth: Reached over 11.5% in 2025 (driven by ads).
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Core age groups: 18 to 44 years, with over 95% platform penetration in this group.
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Top countries by users: India ranked 1st on the list (491 million users). The 2nd and 3rd ranks are held by the USA (253M) and Brazil (144M).
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Net revenue: Combining ads and subscriptions, this video network generated over $60.4 billion in revenue in 2025.
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Ad revenue: $36.1 billion of the net revenue came from ads.
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Daily watch time (hours): Users spend at least 48 minutes on the site.
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Top-Performing Content: Technology, education, & finance are the most competitive niches. Plus, the gaming & entertainment industry is traditionally saturated.
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Market Penetration: Covers 30.9% of the world’s population and 45.5% of internet users.
TikTok User Statistics
[Source: Statista]
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Monthly Active Users (MAU): Expansion reached 1.9 billion people (projected to hit 2B by year-end).
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Daily Active Users (DAU): 1.12 billion with a 57.3% "stickiness" rate.
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YoY Growth: It is now possessing an over 17% growth rate (the highest among major social platforms).
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Core Age Groups: 25–34 years (40.3% of base users).
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Top Countries by Users: Indonesia (180M), USA (153M), Brazil (91M).
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Net Revenue (FY 2025): Estimated net income crossed $23.5 billion.
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Global Ad Revenue (FY 2025): Earned $14.5 billion alone from the US market.
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Average Daily Watch Time: Users spend at least 95 minutes per day on this social networking app.
LinkedIn User Statistics
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Total Monthly Active Users: 310 million out of 1.3 billion registered members are active per month.
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Daily Active Users (DAU): The LinkedIn Membership report suggests 34% activity rate among the members.
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YoY Growth: Net earnings grew by 11% according to the latest report.
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Core Age Groups: Over 52% of net members' interactions come from the 25–34 age category.
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Top Countries by Users: USA: 225 Million, India: 128 Million, Brazil: 72 Million
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Net Revenue (FY 2025): The latest earnings release indicates an 11% year-over-year growth rate, driven by “premium subscriptions.”
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Global Ad Revenue (FY 2025): The company’s financial releases confirmed the number of $7.4 billion, indicating its capability.
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Average Daily Watch Time: It averages 7.5 minutes, driven mostly by niche-specific video content.
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B2B usage indicators: 89% of B2B leaders use it as a lead generation channel.
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Country-wise professionals: The following top five countries represent the highest professional users, which are located in the USA, India, Brazil, China, and the UK [Source: 99 firms]
This network faced an ad budget shrinkage but is trying to hold its ground by focusing on video and peer-to-peer payments.
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Monthly Active Users: The network involves ..members per month
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Core Age Groups: The network involves ..members per month
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Daily Active Users (DAU):
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YoY Growth: Net earnings declined by 13.3% due to decreased activity in the western market.
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Top Countries by Users: 1. USA (105M) 2. Japan (67M) 3. India (27M).
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Net Revenue (FY 2025): Its most recent earnings profile reveals an estimated revenue of $2.0 billion.
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Average Daily Watch Time: Members spend at least 11 minutes per day.
Snapchat
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Monthly Active Users: The network cultivates 943 million unique members per month
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Core Age Groups: The network involves ..members per month
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Daily Active Users (DAU): 477 million individuals log in to this network per 24 hours.
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YoY Growth: Year-over-year financial calculation suggests an increase of over 9.0% rate.
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Top Countries by Users: India is the world's largest market of Snapchat (210 million–214 million users). The United States (105–106 million) & Pakistan (37-39 million) sit in the second and third positions, respectively.
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Net Revenue (FY 2025): The bar touched the 5.93 billion USD revenue benchmark in 2025.
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Global Ad Revenue (USD): In 2025, worldwide advertisements returned $5.931 billion to the platform.
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Average Daily Watch Time: The engagement duration ranged from 30 minutes within a 24-hour timeframe.
[Source: Snapchat Investors]
Pinterest
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Monthly Active Users: At this moment, this global knowledge-sharing hub is reaching 600 million members per month.
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Core Age Groups: Gen Z is the fastest-growing age group, sharing 42% of the cohort.
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Daily Active Users (DAU): The estimated per-day active member count is 166.5 million, representing a 27% stickiness rate.
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YoY Growth: Earlier reports estimated a 12% full-year rise.
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Net Revenue (FY 2025): Pinterest’s 3rd quarter earnings reached $1.049 billion in 2025. [Source: finance.yahoo.com]
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Global Ad Revenue (FY 2025): The 25-34 age group has the largest user share.
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Average Daily Watch Time: The usual time sits around 14 minutes per day. [Source: Marketing LTB]
TikTok is no longer just a Gen Z app; it has turned into a mainstream favorite. The 25–34 age group is the most contributing demographic behind its growth.
YouTube’s dual role as an entertainment channel and search engine is still appreciated mostly by boomers. 60% of users of this video network are over 65 years old.
| Platform | Ages 18-29 (%) | Ages 30-49 (%) | Ages 50-64 (%) | Ages 65+ (%) |
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| YouTube | 95 | 92 | 85 | 64 |
| TikTok | 63 | 44 | 30 | 12 |
| Reddit | 48 | 35 | 16 | 6 |
| Snapchat | 58 | 31 | 13 | 4 |
| X (formerly Twitter) | 33 | 25 | 16 | 10 |
| Bluesky | 6 | 5 | 3 | 2 |
| Truth Social | 13 | 5 | 4 | 4 |
[Source:Pew Research]
The following table shows platform-wise gender percentages:
| Rank | Platform | Female Distribution | Male Distribution |
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| 1 | Pinterest | 69.40% | 30.60% |
| 2 | TikTok | 54.00% | 46.00% |
| 3 | Snapchat | 52.60% | 47.40% |
| 4 | YouTube | 45.20% | 54.80% |
| 5 | Telegram | 41.80% | 58.20% |
| 6 | LinkedIn | 38.60% | 61.40% |
| 7 | Twitter/X | 38.40% | 61.60% |
| 8 | Reddit | 38.20% | 61.80% |
| 9 | Discord | 32.60% | 67.40% |
[Source: SocialRails | DashSocial]
China & India remain key global leaders as "billion-user" and "near-billion-user" markets. Brazil and the Philippines are the top countries with the highest time-spending user base.
The following table ranks countries by the number of users, including the ruling apps:
| Country | Social Media Users | % of Population |
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| China | 1.3 Billion | 90.30% |
| India | 500 Million | 34.10% |
| United States | 254 Million | 73.00% |
| Indonesia | 180 Million | 62.90% |
| Brazil | 150 Million | 70.40% |
| Russia | 106 Million | 73.70% |
| Mexico | 99 Million | 74.90% |
| Japan | 99 Million | 80.50% |
| Philippines | 95.8 Million | 81.90% |
| Pakistan | 79.9 Million | 31.20% |
[Source: World Population Review]
America remains the key player in social network coverage. Privacy, lifestyle app integration, and user behavior played key roles in different global regions.
North America
Drawing from the verified data of January 2026, the social media penetration rate reached 83%, indicating the most potential region for global branding. Primarily, mass-level smartphone reach contributed to this success.
Europe
This region boasts an 81.4% social media penetration rate.
Meanwhile, Telegram is gaining mass popularity due to its superior privacy features. BeReal's niche focus on authenticity made it popular among users in this region.
Asia-Pacific
The eastern part of this region displays a 76% penetration rate, whereas the southern side exhibits a 33.4% rate.
Dominant Platforms: WeChat (key communication app in China), YouTube, and TikTok. With 874M users, India has become the world's largest social market.
WeChat pioneered super apps, which are redefining digital life by integrating payment services. They are enabling users to handle messaging, transactions, bookings, and more without leaving the platform.
Latin America
Latin America’s 74.0% penetration rate is mostly bolstered by mobile-first adoption. The new video-centric social network Kwai emerged as a hard competitor to TikTok. [Source: Smartling]
Africa
Unlike its Central zone, which holds only 17.0%, social networks penetrated 45.0% of Africa's Southern territory. The expanding internet infrastructure consistently influences users to engage, which has turned into a massive success in Nigeria. The country has the world's highest "brand research" usage on social media (86.2%). [Source: Wix ]
The benchmarks indicate a steady engagement rate of 1.8% (approx.) across social media spaces.
The following table highlights the distortion that the average faces from extreme outliers:
| Platform | Engagement Rate |
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| LinkedIn | 3.40% |
| X (Twitter) | 1.80% |
| TikTok | 1.50% |
[Source: SQ Magazine]
Video vs Image vs Text Engagement
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According to the available ad campaign analysis, video generated 80% more conversions than other formats. [Source: Social Media Today]
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Images usually earn engagement rates between 1% and 3.5%. [Source: Adobe]
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In the 2025–2026 benchmarks, the overall average engagement rate for posts (short and long form) sits between 1% and 3%. [Source: Ok To Post]
Across all social media forums, the average video content engagement rate typically ranges between 1% and 5%. Remarkably, short-form videos often see an engagement spike (approximately from 2.5% to 4.86%).
The social media ad market is growing consistently, with a 10.4% year-over-year growth rate. For marketers, creators, and promoters, they are a reliable lead generation channel.
Expert analysts suggest the ad expenditure may reach $317.33 billion in 2026.
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Considering the overall market, global social media ad spending may reach $317 billion USD.
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On the other hand, marketing experts project that the global ad revenue growth rate could range from 10.9% to 18.1%.
| Platform | Potential Advertising Reach |
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| YouTube | 2.65 B |
| TikTok | 2.21 B |
| LinkedIn¹ | 1.43 B |
| Reddit | 834 M |
| Snapchat | 716 M |
| Pinterest | 579 M |
| X | 450 M |
[Source: Data Reportal]
Top Platforms By Ad Revenue
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TikTok: For 2026, analysts suggest the ad revenue may cross $20 billion. [Source: newmedia]
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LinkedIn: By the end of 2026, the annual growth rate of ad revenue may hit 18.5%. The platform’s ad revenue is projected to surpass $9.7 billion this year, mostly driven by B2B demand. [Source: martal.ca]
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X (formerly known as Twitter): Market forecasts suggest the revenue may hit $2.99 billion in 2026. [Source: The Frank Agency]
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YouTube: YouTube is poised for $60 billion in ad-driven revenue in 2026. [Source: Business Of Apps]
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Snapchat: Its ad-driven revenue is anticipated to reach approximately $5.5 billion. This may exceed $5.7 billion. The annual growth rate may hover between 10% and 12% [Source: snap.com, Morningstar analysis]
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Reddit: If the platform can maintain its previous growth trajectory, market analysts expect the annual ad revenue to range from $3.1 to $3.3 billion. [Source: Seeking Alpha]
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Twitch: The 2026 market projection shows an expected range from $850 million to $1.1 billion. [Source: Socialplug]
Cost Metrics (CPM, CPC)
CPC
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LinkedIn: This platform generates the highest cost per click. Though the average rate is 5.26, it is highly effective for B2B.
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X: According to early analysis of 2026, Twitter’s average CPC rate is approximately $0.18. [Source: enrichlabs]
CPM
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As of 2026, the average social media CPM is 9.18 dollars
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YouTube’s average CPC rate is approximately $9.50. [Source: Top Draw]
Early-stage marketing funnels rely on rapid reach growth. Fast-growing communities help creators bypass the slow initial growth period.
The table below shows the growth comparison of major social networks since 2024:
| Platform | Total Users in 2024 | Total Users in 2025 | Total Users in 2026 |
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| Bluesky | 13 million | 30 million | 41 million+ |
| TikTok | 1.58 billion | 1.9 billion | 2.1 billion+ |
| LinkedIn | 1.0 billion | 1.1 billion | 1.2 billion+ |
| Lemon8 | 12.5 million | 15 million | 25 million+ |
[Source: Amra & Elma]
Growth reports provide the most reliable insights on which platforms are getting netizens’ attention. Here are the top of the list:
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Lemon8: It was launched in 2020 and is owned by ByteDance. It has experienced a surge, propelled by 46% of Gen Z users. It is boasting a staggering 3% year-over-year growth by early 2026.
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RedNote: During the early 2025 TikTok shifts, it was downloaded 3.7 million times. The platform reached its peak, with 200% yearly growth that year. As of February 2026, it exhibits a 16.67% YOY growth.
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Bluesky: The platform alone is currently 2.8% of all global social media posts. It reached 42 million users in 2026. Analyzing all the available data from 2025 to early 2026, it achieved a roughly 1.42% Y-O-Y increase.
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TikTok: TikTok’s year-over-year audience growth increased by 17.6% in 2026.
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LinkedIn: Evidenced by a 127% year-on-year rise, it now possesses 1 billion members. The growth is largely driven by the Asia Pacific’s professional lifestyle content.
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Telegram: This platform excels in growth and user count compared to the old giants. In 2026, it is now experiencing an impressive over 5.26% year-over-year jump backed by 1 billion users.
Most social media have now emerged as a competitor to Google! The latest Forbes magazine report states that 24% of users now prefer social media over this veteran search engine.
Here are the key drivers behind this shift:
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50.8% of users use them to keep in touch with friends and family.
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39% of users appreciate social media as their entertainment channel during their free time.
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Information & news discovery ranked 3rd in the mass priority list.
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For 30.5% of users, they are useful to find niche-based videos & articles.
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The latest trends are the key reason for 29.2% of users. [DemandSage]
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Approximately 38.3% of internet users prefer it for professional purposes.
27.3% of people, mostly the young generation, use it for their product research. They use it to learn, analyze, and make decisions before purchasing. Aesthetic-centric/inspirational content seems to play an essential role for 27.2% of total users.
For 23.6% of users, social media is a great medium to stay updated on sports news.
Final Words
The platforms are shifting faster than most brands can keep up with. TikTok's engagement still outpaces every legacy platform. LinkedIn is quietly becoming a video-first network.
These social media platforms statistics make one thing clear: strategies built on last year's assumptions are already outdated. Winning in 2026 means matching your content, budget, and platform choice to where your specific audience actually is, not where it used to be.
Socialplug builds strategies around exactly this kind of shift. If you want a plan grounded in current data instead of guesswork, that is where we come in.
If you want to grow your business and maximize the revenues, check Socialplug’s services today!
Visit Socialplug Now
Tasnim is a content and digital marketer born in Dhaka, Bangladesh. For over thirteen years, Tasnim has worked as a freelancer for several social media marketing companies. He has acquired skill sets in copywriting, content marketing, SEO & social media marketing. He’s one of the founding members of SEOSkit, a very exciting search engine marketing startup. In his free time he likes to travel, read, and make failed attempts at music.
