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About
Social Users and Time Spent Forecast 2026
Faced With Saturation and Heightened Scrutiny, Social Networks Eye New Growth Engines
Social networks face slowing time spent growth as video matures and public and regulatory scrutiny increases. New bets on AI, commerce, and entertainment are reshaping user engagement and marketing strategies.
Key Question: How should brands develop their marketing strategies in response to shifting user behaviors and habits on social media?
Key Stat: US adult Instagram users will spend an average of 25 minutes per day watching video on the app in 2026, per our forecasts, outpacing Amazon Prime Video viewers (24 minutes) and Peacock viewers (21 minutes).
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authors
Minda Smiley
Contributors
- Franco Bernasconi
- Analyst
- Rahul Chadha
- Director, Report Editing
- Ethan Cramer-Flood
- Principal Forecasting Writer
- Nikolai Dineros
- Oscar Orozco
- Senior Director, Forecasting
- Juan Perl
- Matt Torpey
- Senior Data Visualization Editor
- Johann Valderrama
- Data Visualization Editor
- Max Willens
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