Europe social media users by platform 2028

Over the last two observations, the reach by social network is forecast to significantly increase in all segments. Concerning the nine selected segments, the segment Facebook has the largest reach by social network with 470.66 million users. Contrastingly, Tumblr is ranked last, with 9.31 million users. Their difference, compared to Facebook, lies at 461.35 million users.

Find further statistics on other topics such as a comparison of the social network reach in Argentina and a comparison of the ad spending in the United States.

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Number of users of selected social media platforms in Europe from 2018 to 2028, by platform (in millions)

Characteristic	Facebook	Instagram	TikTok	LinkedIn	Reddit	Snapchat	Pinterest	Twitter	Tumblr
2028	470.66	325.9	285.21	193.79	160.16	128.03	126.26	95.77	9.31
2027	467.02	321.4	282.26	191.96	159.02	127.29	125.65	94.7	9.23
2026	463.38	316.89	279.32	190.14	157.87	126.55	125.03	93.62	9.15
2025	459.3	311.16	274.88	187.85	156.26	125.57	124.28	92.25	9.07
2024	454.77	303.77	267.42	184.82	153.84	124.23	123.36	90.45	9
2023	449.74	294.1	253.63	180.54	149.95	122.29	122.18	88.03	9.01
2022	444.09	281.4	227.89	174.02	143.45	119.35	120.56	84.71	9.24
2021	498.72	317.5	181.54	163.18	132.64	114.82	117.86	84.85	10.1
2020	450.91	290.74	123.86	146.43	114.78	107.93	107.86	78.89	12.38
2019	354.86	242.92	52.37	107.25	96.38	101.26	82.3	70.5	15.55
2018	334.58	206.07	19.41	94.69	75.28	77.17	62.45	69.74	19.84

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Release date

November 2023

More information

Region

Europe

Survey time period

2018 to 2028

Supplementary notes

Data provided by Statista Market Insights are estimates.Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.

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