Global social media touches daily life worldwide, with 5.07 billion users—62.6% of the global population—as of Jan 2024 (through Jun 2026). Time spent is high, from the global average of 2 hours 23 minutes per day to 3 hours 4 minutes for ages 16–24, and video dominates weekly viewing. This page connects those behaviors to what people share, how advertising is funded, and how video and livestreaming can drive commerce.
Key Takeaways
- Global social media ad spend reached $207 billion in 2023
- Social media advertising accounts for 25.4% of total digital ad spend in 2023
- Meta Platforms generated $132 billion in ad revenue from social media in 2023
- Global average time spent on social media per day is 2 hours 23 minutes in 2023
- Users aged 16-24 spend 3 hours 4 minutes daily on social media in 2023
- 54.3% of global internet users post images weekly on social media in 2023
- Facebook has 3.07 billion monthly active users (MAUs) globally as of Q1 2024
- YouTube reaches 2.53 billion MAUs worldwide in early 2024
- WhatsApp has 2.00 billion MAUs as of Q1 2024
- Global social media users watch 16 hours of video weekly on average in 2023
- Short-form videos account for 55% of all social media content views in 2023
- User-generated content influences 79% of consumers' purchases in 2023
- As of January 2024: July 2026: June 2026, there are 5.07 billion social media users worldwide, representing 62.6% of the global population
- In 2023, India had the largest social media audience with 462.0 million users aged 18+
- China follows with 1.07 billion social media users aged 18+ as of early 2024
In 2023, social media drove $207 billion in ad spend and reshaped shopping and engagement worldwide.
Related reading
01 · Category
Economics21 stats
01
Global social media ad spend reached $207 billion in 2023
02
Social media advertising accounts for 25.4% of total digital ad spend in 2023
03
Meta Platforms generated $132 billion in ad revenue from social media in 2023
04
TikTok ad revenue hit $18 billion globally in 2023
05
YouTube ad revenue was $31.5 billion in 2023
06
Snapchat ad revenue reached $4.6 billion in 2023
07
Pinterest ad revenue was $3.06 billion in 2023
08
LinkedIn ad revenue estimated at $15 billion in 2023 via Microsoft
09
Global influencer marketing spend is $21.1 billion in 2023
10
E-commerce sales via social media totaled $992 billion in 2023
11
45.8% of global internet users made purchases via social media in 2023
12
ROI on social media ads averages 5.78x in 2023 benchmarks
13
Cost per click (CPC) on Facebook ads averaged $0.97globally in 2023
14
Instagram CPC averaged $1.41worldwide in 2023
15
TikTok CPC was $1.00on average in 2023
16
80% of businesses use social media for marketing in 2023
17
Social commerce market projected to reach $2.9 trillion by 2026
18
Brand awareness campaigns see 86% higher engagement on social in 2023
19
74% of consumers use social media to influence purchases in 2023
20
Average CPM on Twitter/X is $6.46in 2023
21
LinkedIn CPC averages $5.26globally in 2023
Interpretation
Economics Interpretation
In the economics lens, global social media advertising is a major and growing revenue engine, with ad spend reaching $207 billion in 2023 and Meta alone generating $132 billion while platforms like YouTube ($31.5 billion) and TikTok ($18 billion) further reinforce how concentrated and financially significant this digital ad category is.
02 · Category
Engagement22 stats
01
Global average time spent on social media per day is 2 hours 23 minutes in 2023
02
Users aged 16-24 spend 3 hours 4 minutes daily on social media in 2023
03
54.3% of global internet users post images weekly on social media in 2023
04
44.3% share personal achievements online weekly in 2023
05
Daily social media posting occurs by 30.6% of users worldwide in 2023
06
61.8% of users follow or contact brands on social media in 2023
07
Average daily posts and uploads per internet user is 4.3 in 2023
08
82.5% of internet users use social media monthly, spending time daily
09
Gen Z spends 4 hours daily on social media on average in 2023
10
70% of users experience FOMO from social media in 2023 surveys
11
Average session length on social media apps is 30 minutes globally in 2023
12
3.7 billion people use social media for messaging daily in 2024
13
Peak social media usage is between 9-10 PM globally in 2023
14
48% of users check social media within 5 minutes of waking up in 2023
15
Social media drives 31% of all referral traffic to websites in 2023
16
56% of users participate in online communities weekly in 2023
17
Live video views on social platforms total 100 billion monthly in 2023
18
Stories format reaches 1 billion users daily across platforms in 2023
19
Short-form video engagement grew 30% YoY in 2023
20
65% of users prefer video content on social media in 2023
21
Average likes per post on Instagram is 200 for average accounts in 2023
22
TikTok average video views per post is 1,482 in 2023 benchmarks
Interpretation
Engagement Interpretation
Engagement is driven by heavy everyday use, with the global average reaching 2 hours 23 minutes per day in 2023 and 61.8% of users following or contacting brands on social media.
03 · Category
Platforms29 stats
01
Facebook has 3.07 billion monthly active users (MAUs) globally as of Q1 2024
02
YouTube reaches 2.53 billion MAUs worldwide in early 2024
03
WhatsApp has 2.00 billion MAUs as of Q1 2024
04
Instagram boasts 2.00 billion MAUs globally in 2024
05
TikTok has 1.59 billion MAUs worldwide as of early 2024
06
WeChat has 1.37 billion MAUs primarily in China in 2023
07
Facebook Messenger has 1.00 billion MAUs globally in 2024
08
Snapchat has 850 million MAUs worldwide as of Q1 2024
09
Telegram reaches 800 million MAUs in early 2024
10
Douyin (Chinese TikTok) has 748 million MAUs in 2023
11
Kuaishou has 386 million MAUs in China as of 2023
12
Sina Weibo has 591 million MAUs in 2023
13
Pinterest has 498 million MAUs globally in Q1 2024
14
Reddit has 73.1 million daily active users in Q1 2024
15
LinkedIn has 310 million weekly active users in 2023
16
Twitter/X has 368 million MAUs under 25 and 541 million total MAUs in 2023
17
Discord has 150 million MAUs globally in 2023
18
Twitch has 140 million MAUs in 2023
19
Xiaohongshu (Little Red Book) has 300 million MAUs in 2023
20
Bilibili has 326 million monthly active users in Q3 2023
21
Line has 203 million MAUs primarily in Japan in 2023
22
Viber has 260 million MAUs worldwide in 2023
23
QQ has 554 million MAUs in China as of 2023
24
2.968 billion monthly active users (MAUs) in 2024 — Facebook[1]
25
2.491 billion monthly active users (MAUs) in 2024 — YouTube[1]
26
2.000 billion monthly active users (MAUs) in 2024 — WhatsApp[1]
27
2.000 billion monthly active users (MAUs) in 2024 — Instagram[1]
28
1.562 billion monthly active users (MAUs) in 2024 — TikTok[1]
29
1.0 billion monthly active users (MAUs) in 2024 — X (Twitter)[1]
Interpretation
Platforms Interpretation
In the Platforms category, the top apps are operating on a massive scale, with Facebook leading at 3.07 billion monthly active users in Q1 2024 and YouTube closely behind at 2.53 billion in early 2024, showing how a small number of networks dominate global social media attention.
More related reading
report visual · Comparison
Top Social Platforms by Monthly Active Users (2024)
In 2024, Facebook leads globally by monthly active users (MAUs), with YouTube next and a clear MAU gap between the leader and the following platforms.
2.968 billion monthly active users (MAUs) in 2024 — Facebook2.968B
2.491 billion monthly active users (MAUs) in 2024 — YouTube2.491B
2.000 billion monthly active users (MAUs) in 2024 — WhatsApp2.000B
2.000 billion monthly active users (MAUs) in 2024 — Instagram2.000B
1.562 billion monthly active users (MAUs) in 2024 — TikTok1.562B
1.0 billion monthly active users (MAUs) in 2024 — X (Twitter)1.000B
source-verifiedbusinessofapps.com2024
04 · Category
Trends20 stats
01
Global social media users watch 16 hours of video weekly on average in 2023
02
Short-form videos account for 55% of all social media content views in 2023
03
User-generated content influences 79% of consumers' purchases in 2023
04
Livestreaming e-commerce sales reached $500 billion globally in 2023
05
AI-generated content on social media grew 300% YoY in 2023
06
60% of Gen Z discovers music via TikTok in 2023 surveys
07
Memes are shared 2 million times daily on social platforms in 2023
08
Hashtag usage totals 500 million per day across platforms in 2023
09
AR filters used in 1.2 billion Instagram Stories in 2023
10
NFT mentions on Twitter peaked at 100k daily in 2023
11
Metaverse engagement on social media up 40% in 2023
12
41% of users worry about misinformation on social media in 2023
13
Cancel culture impacts 19% of influencers' careers in 2023 surveys
14
Social audio usage (Clubhouse-like) declined 50% post-2021 peak in 2023
15
Reels and Shorts drive 20% of time spent on Instagram/TikTok/YouTube in 2023
16
68% of users want more authentic content from brands in 2023
17
Ephemeral content views up 25% YoY in 2023
18
Social media challenges participate in by 35% of users monthly in 2023
19
Voice messaging used by 52% of WhatsApp users daily in 2023
20
Polls and quizzes engagement 3x higher than static posts in 2023
Interpretation
Trends Interpretation
In 2023, social media trends are being powered by video and emerging technologies as users watch 16 hours weekly, short-form views make up 55% of all content, and AI-generated posts surged 300% year over year.
05 · Category
User Base30 stats
01
As of January 2024: June 2026, there are 5.07 billion social media users worldwide, representing 62.6% of the global population
02
In 2023, India had the largest social media audience with 462.0 million users aged 18+
03
China follows with 1.07 billion social media users aged 18+ as of early 2024
04
The United States has 308.2 million social media users aged 18+ in early 2024
05
Brazil recorded 176.8 million social media users aged 18+ in early 2024
06
Indonesia has 167.0 million social media users aged 18+ as of January 2024: June 2026
07
Globally, 93.8% of internet users aged 16-64 use social media in 2023
08
Women represent 50.4% of social media users worldwide in 2024
09
The median age of social media users globally is 29 years in 2023
10
66.4% of the world's population has access to the internet, enabling social media use, as of 2024
11
Africa has the lowest social media penetration at 43.8% of the population in 2023
12
Northern Europe leads with 81.4% social media penetration in 2023
13
4.95 billion people use social media via mobile phones in 2024
14
Social media ad reach exceeds 60% of the global population over 18 in 2024
15
Gen Z (born 1997-2012) makes up 25% of global social media users in 2023
16
Millennials represent 32% of social media users worldwide in 2023
17
174.7 million new social media users joined since early 2023
18
Social media users increased by 3.6% year-over-year in 2023-2024
19
53.7% of social media users are male globally in 2024
20
Urban areas account for 56% of social media users worldwide in 2023
21
In 2023, 68% of social media users are under 35 years old
22
Latin America has 462 million social media users in 2024
23
Middle East has 120 million social media users aged 18+ in 2024
24
Oceania has 25.5 million social media users in early 2024
25
Western Europe has 384 million social media users aged 18+ in 2024
26
Eastern Asia has 1.13 billion social media users in 2024
27
South-eastern Asia has 427 million social media users aged 18+ in 2024
28
Southern Asia has 659 million social media users in 2024
29
Eastern Africa has 45 million social media users aged 18+ in 2024
30
Northern Africa has 84.4 million social media users in 2024
Interpretation
User Base Interpretation
With 5.07 billion people using social media worldwide as of the January 2024 to June 2026 window, reaching 62.6% of the global population, the user base is not just growing but already represents a majority of humanity while key countries like China at 1.07 billion and India at 462.0 million 18+ users anchor the largest audiences.
Reference
Cite This Report
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APA
Catherine Wu. (2026, February 13). Global Social Media Statistics. Gitnux. https://gitnux.org/global-social-media-statistics
MLA
Catherine Wu. "Global Social Media Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/global-social-media-statistics.
Chicago
Catherine Wu. 2026. "Global Social Media Statistics." Gitnux. https://gitnux.org/global-social-media-statistics.