In 2025, social media continues to shape how people communicate, consume content, and connect globally. With over 5.24 billion users, social media has become an essential part of everyday life. Understanding social media demographics from age-based usage trends to platform-specific growth is critical for grasping how modern digital behaviors evolve.
This report compiles the latest available statistics on who uses social media the most, platform growth, and which new social media platforms are gaining momentum in 2025.
Total Global Social Media Usage in 2025
As of January 2025:
- Global social media users: 5.24 billion
- Percentage of global population: 63.9%
- Average daily time spent per user: 2 hours 23 minutes
- Highest usage by region:
- Northern Europe: 81.7% penetration
- Western Europe: 80.2%
- Southern Europe: 74.8%
These figures show just how embedded social media platforms have become across cultures and continents.
What Is the Most Used Social Media by Age?
Here’s a clear breakdown of social media usage by age range in the United States (2025):
- 18–29 years – YouTube (93%), Instagram (76%), Facebook (68%), Snapchat (65%)
- 30–49 years – YouTube (94%), Facebook (78%), Instagram (66%), Pinterest (43%)
- 50–64 years – YouTube (86%), Facebook (70%), Instagram (36%), LinkedIn (30%)
- 65+ years – YouTube (65%), Facebook (59%), Pinterest (22%), Instagram (19%)
As the data shows, YouTube remains the most used social media across all age groups, highlighting the growing importance of gaining loyal YouTube Subscribers to reach a wide demographic. Meanwhile, Instagram and Snapchat clearly dominate among younger users, while Facebook holds strong appeal from age 30 upward, especially among users over 50.
The Biggest Social Media Platforms by Active Users
The following platforms rank as the largest social media platforms globally in terms of active monthly users:
| Platform | Active Users (in billions) |
| 2.9 | |
| YouTube | 2.5 |
| 2.0 | |
| 2.0 | |
| 1.3 | |
| TikTok | 1.1 |
These are currently the most used social media networks, each fulfilling a distinct role in the global content and communication ecosystem.
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Explore GlobalFollowers ServicesNew Social Media Platforms to Watch in 2025
The social media landscape is not static. Several new social media platforms are emerging and attracting millions of users especially among younger demographics and digital-native communities.
- Threads : A text-based social network developed by Meta, tightly integrated with Instagram.
- Bluesky : A decentralized alternative to traditional platforms, focused on user control and transparency.
- Xiaohongshu (RedNote) : A fast-growing hybrid of social media and e-commerce, widely popular in China and increasingly global.
These platforms represent the evolution of online spaces toward more niche, immersive, and interest-based experiences.
You may also want to check out this article: Social Media Trends 2025: The Future of Social Media Marketing
Final Snapshot: Who Uses Social Media the Most?
When we ask who uses social media the most, the answer varies by metric:
- Youth adoption is highest among Gen Z (13–24), particularly on TikTok, Instagram, and Snapchat.
- Adults 30–49 dominate on YouTube and Facebook, with strong usage for video and community.
- Older demographics (50+) are most present on YouTube and Facebook, drawn by video content and family connectivity.
From this perspective, social media demographics are less about total user count and more about behavioral nuance across age and platform type.
Social Media Demographics USA 2025: How Americans Use Social Media
In 2025, the United States remains one of the most mature and influential social media markets in the world. Social media usage is deeply embedded in daily life, shaping communication, entertainment, commerce, and information consumption across all age groups.
Total Social Media Usage in the United States
- Over 310 million people in the U.S. actively use social media
- Social media penetration exceeds 90% of internet users
- Average daily time spent on social platforms is approximately 2 hours
This high saturation reflects a stable market where growth is driven more by engagement quality than new user adoption.
Social Media Usage by Age Group in the USA
- 18–29: Heavy usage across video-first and visual platforms
- 30–49: Strong presence on video, messaging, and community-driven platforms
- 50–64: Consistent engagement with video and social networking platforms
- 65+: Growing adoption, primarily focused on video and family-oriented communication
YouTube and Facebook remain the most widely used platforms across all age groups, while Instagram and TikTok dominate younger demographics.
Platform Preferences Among U.S. Users
- Video platforms lead in daily time spent and cross-generational reach
- Short-form video consumption continues to rise among younger users
- Messaging and community-based platforms show strong retention and repeat usage
U.S. users often maintain accounts on multiple platforms, switching based on purpose such as entertainment, news, shopping, or communication.
Behavioral Trends in the U.S. Social Media Market
- Users value video, authenticity, and relevance
- Social media is a primary source for:
- Product discovery
- News updates
- Entertainment
- Brand interaction
- Engagement is driven by content quality rather than posting volume
This behavior emphasizes the importance of platform-specific strategies.
What These U.S. Social Media Demographics Mean for Strategy
- Focus on multi-platform presence rather than a single channel
- Adapt content formats to age-based preferences
- Prioritize video and mobile-first experiences
- Balance organic content with paid strategies for visibility
Conclusion
Understanding the social media landscape in 2025 means more than just knowing which platforms are the biggest it requires a deeper look at user age, platform growth, and how new technologies are shaping new social media platforms.
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From YouTube’s cross-generational dominance to TikTok’s hold on youth, and the rise of decentralized networks like Bluesky, one thing is certain: social media continues to diversify, and staying informed on social media demographics is key to understanding the digital future.
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